Google’s AI-generated search answers, known as AI Overviews, now appear in 43% of all searches — up from just 15% a year ago — according to a new report from market intelligence firm Similarweb. The rapid adoption underscores how artificial intelligence is quietly becoming the default way millions of people, including UK users, discover information online.
The analysis shows that what began as an experimental layer on top of search has become central to the experience. Google now drops users directly into AI Overviews, from which they can continue their research via the more conversational AI Mode. Visits to AI Mode jumped from 126 million in June 2025 to 279 million by May 2026, signalling a fundamental shift away from the traditional list of blue links.
For UK businesses and publishers, the consequences are stark. AI citations that summarise information without requiring a click are starving websites of referral traffic. Last year, Similarweb highlighted the devastating impact on news publishers. Now, tech infrastructure firm Cloudflare has introduced tools that allow publishers to block AI crawlers unless those companies pay for access through its marketplace. However, only 6.8% of US ChatGPT desktop queries included citations as of May 2026, though travel, retail and sports queries fare better.
The regulatory landscape is evolving. The UK Information Commissioner’s Office (ICO) has been scrutinising how AI systems use personal data, while the EU AI Act imposes transparency obligations on generative AI tools. UK businesses must navigate these rules as they consider whether to block AI crawlers or negotiate licensing deals. Experts warn that without intervention, smaller publishers could be squeezed out, reducing the diversity of sources available to consumers.
There is a glimmer of hope for publishers: after a May 2026 search update, the proportion of US desktop visits landing on webpages from ChatGPT more than doubled, from 25% in March to nearly 60% by the end of May. This suggests that when blue links are made more prominent, users still click through. Yet the broader trend remains unchanged — Google is transforming from a gateway to the wider web into a destination in its own right, with profound implications for how information is produced, consumed and monetised.