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A new report from Studio 36 Digital has found that AI Overviews now appear in approximately 42% of Google searches in the UK, particularly across informational and “how-to” queries. The study, which analysed 1,000 random UK keywords from 2024 and 2025 using Ahrefs data, highlights how AI-generated summaries are increasingly reshaping the search landscape and influencing organic visibility.
Despite the growing role of AI in search results, overall Google usage continues to increase. The findings are supported by data from SparkToro and Search Engine Land, which confirm that Google now handles more than five trillion searches annually—an increase of over 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.”
Key findings from the 2025 study
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