Despite widespread AI adoption, the findings show that Google’s total search usage continues to rise, supported by external data from SparkToro and Search Engine Land, confirming that Google processes over five trillion searches annually, up more than 20% since early 2024.
Andrew Witts, Director and SEO Specialist at Studio 36 Digital said: “SEO isn’t being replaced by AI, it’s evolving with it. The future of search belongs to those who adapt their content for both algorithms and answers.”
42% of UK searches now include AI Overviews and these are most common in health, education, and “how to” content. The study also found that AI Overviews now dominate the top of informational results pages, pushing classic listings lower but not out of sight. Conversely, local and commercial searches rarely show AI summaries, maintaining standard search layouts.
Despite the increase in AI Overviews, SEO remains essential as pages cited within AI Overviews derive authority from established optimisation and trusted content. Search demand remains strong, with Google usage continuing to grow year-on-year despite the rise of AI platforms.
The analysis used Ahrefs data for 1,000 UK keywords across multiple sectors, comparing SERP snapshots from April 2024 to October 2025. The team measured the presence of AI Overviews, their effect on top-ranking organic listings, and trends in search intent and visibility.
Read the full report: AI Overviews in Google Search: 2025 UK Study
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