Why this matters
If your enquiries come from Google, any change to what people see on the results page is worth understanding. You do not need to panic. You do need to know what has changed and what you can control.
We have not quoted any traffic or click figures here. We could not find a reputable study to cite, and we would rather say so than guess.
What AI Overviews are and when they arrived
Ofcom describes AI search summaries as responses that can appear above lists of links in traditional search. It names Google's AI Overviews as one example.
In the UK, they started as a test for a small slice of logged in users in April 2024. From August 2024 they were rolled out across the UK over several weeks. Google said they will not appear in all searches.
How Google AI Overviews could affect a UK business website
Google announced a core update on the same day as the UK rollout. A core update is a broad change to how Google ranks pages. So it can be hard to tell which change caused a shift in traffic. Torchbox, a UK agency, reported that drops linked to AI Overviews had typically been in high risk 'your money or your life' areas such as health and medical. Those are topics where poor advice could harm someone's health or finances.
A survey cited by Ofcom found that 39% of UK internet users read search summaries 'sometimes'. That tells us many people see them. It does not tell us whether they stop clicking through to websites.
Ofcom also ran a small study of 24 UK internet users in July 2025. People searching freely relied mostly on traditional Google search and AI summaries, alongside websites they trusted and review platforms. It is a small sample, so treat it as a clue rather than proof.
What to do about it
The sensible response is to strengthen the basics. None of this depends on guessing what Google will do next.
- Keep your Google listing in order. Check your details, opening hours and photos. Our simple Google Business Profile guide walks you through it.
- Be a business people trust. Make your services, location and contact details easy to find. Ask happy customers for reviews, as people in Ofcom's study also turned to trusted websites and review platforms.
- Make it easy to enquire. If fewer visitors arrive, each one matters more. Our guide to improving your website's conversion rate shows simple changes that help.
- Watch enquiries, not just visits. Count calls, form messages and emails each month. That tells you more than a traffic graph.
For a shorter take, see our answer on whether AI Overviews will affect website traffic in the UK.
Common mistakes to avoid
- Believing scary statistics without a source. Be wary of any claim about lost clicks that does not name its study.
- Rewriting your whole site in a hurry. Calm, steady improvements beat a rushed rebuild.
- Relying on one source of enquiries. Referrals, repeat customers and your Google listing all help if search changes.
- Only looking at traffic. Enquiries are what pay the bills.
FAQs
Will Google AI Overviews reduce my website traffic?
Possibly, but no one can give you a reliable number yet. Google said AI Overviews will not appear in all searches, and we have no study we trust enough to quote on lost clicks.
Are AI Overviews live in the UK?
Yes. They began as a limited test in April 2024 and were rolled out across the UK from August 2024.
Are some industries more exposed than others?
Possibly. Torchbox reported that traffic drops linked to AI Overviews had typically been in high risk areas such as health and medical. That was one agency's report, so it is not a guarantee for any sector.
Do I need to change my website because of this?
Not necessarily. Start by checking that your site is clear, trustworthy and easy to enquire through, and that your Google listing is accurate. Then keep an eye on your enquiries.