Google AI Overviews guide research, but Search still wins the sale

 

Google’s AI Overviews are taking over the research phase of shopping, but traditional search still wins the sale, new BrightEdge data shows.

Google’s AI Overviews are for research, not buying. A new BrightEdge analysis of thousands of ecommerce keywords (Sept. 1-Oct. 15) found that AI results appear for research and evaluation, while bottom-funnel queries still belong to traditional search.

Why we care. Google’s AI Overviews appear to shape discovery, while traditional search continues to drive sales. So ecommerce brands can set themselves up for success by being visible, helping users learn, and guiding them to buy during these key moments.

By the numbers. AI Overview coverage spiked to 26% in September before retreating to 9% in October.

• 30% of keywords were retained after the pullback.
• There was an 82% year-over-year keyword churn (only 18% overlap from 2024).
• 56.8% overall reduction in AI Overview coverage, which is 10× more than last year

Category impact. BrightEdge analyzed the percentage of keywords within a category that continued to show AI Overviews after Google’s September pullback. These categories had high retention (i.e., stability):

• Grocery & Food: 56%
• TV & Home Theater: 43%
• Small Appliances: 37%

These categories had low retention:

• Furniture: 3%
• Home Décor: 7%
• Apparel: 23%

What they’re saying. According to BrightEdge:

• “For marketers, November is the discovery window – when AI Overviews surface educational and comparison content. By December, those queries disappear, and transactional pages take over.”
• “November is the research phase. Get your evaluation and comparison content ready now, because once December hits, those purchase decisions may already be made.