The Arrival of AI Overviews in Ireland: What Irish Brands Need to Know

This week Google has officially begun rolling out AI-generated overviews to Irish users in their search results as part of its European expansion. As Irish digital marketers, SEO specialists, and business owners, we’re now entering a new phase of search where AI plays a more prominent role in shaping what users see before they get to our websites. But what does this mean for Irish brands? 

Let’s break it down. 

What Are AI Overviews? 

According to Google’s definition ‘AI Overviews offer a preview of a topic or query based on a variety of sources, including web sources.’ 

They are automatically generated summaries that appear at the top of Google’s search results, giving users a quick answer pulled from various sources across the web. Instead of listing just links, Google’s AI distils information into a single, conversational paragraph. This is often times accompanied by follow-up prompts, related questions, and citations. 

What Have AI Overviews Got to Do with SEO and PPC? 

Quite a lot. AI Overviews affect both organic and paid visibility in search results. 

• For SEO, it means your content might show up within this feature, giving you more visibility than your competitors, or vice versa 

• For PPC, it introduces a new layer between the ad and the user’s intent, potentially pushing ads further down the fold and impacting CTR (click-through rate). 

If your business relies on search traffic (let’s face it, most of us do) this change could have real implications. 

When Did Google First Roll Them Out? 

AI Overviews were first introduced in 2023 under the Search Generative Experience (SGE) experiment in Search Labs. After nearly a year into testing, the feature finally went public in the US, and subsequently to other countries, in May 2024. We wrote about it earlier this month that Google started testing it’s AI Overviews feature in European markets. This week the search feature is finally available to EU users, including Ireland. 

Why Did It Take So Long to Come to Ireland? 

The delay mainly comes down to regulatory compliance and abiding to EU's strict privacy laws (aka GDPR and the Digital Markets Act). These require Google to tread carefully, especially around data sourcing and attribution for AI models. 

What Have We Learned from Other Markets So Far? 

The biggest takeaway? AI Overviews impact click-through rates. There have been many US studies on the organic search impact of this feature. In some cases, organic CTR dropped by as much as 18-25% when overviews appeared, but the type of query directly impacts the CTR levels we see. 

Observations from the US and UK markets include: 

• Informational queries are most affected. 

• Branded or transactional searches are less impacted for now, but we see this changing in the future. 

• High-authority domains (like WebMD, Citizens Information and Irish Times) are frequently cited in AI Overviews. 

In summary, this search feature could lead to less real estate and fewer clicks for brands unless you adapt your strategy and become an authority in your space. 

Do you think your website has been negatively affect by AI Overviews? Get in touch with us to learn how we can help

Can This Feature Negatively Affect My Organic Search Traffic? 

Yes, for many brands in the US, UK, etc., it already has. Data from Search Engine Roundtable and Search Engine Land shows a clear decline in organic clicks for informational queries where AI Overviews dominate the SERP. 

If your content is not cited your traffic could dip significantly. 

Can This Feature Negatively Affect My Paid Search Traffic? 

Possibly. Although Google has said that ads won’t appear within AI Overviews, they’re still pushed further down the page. We predict that it is only time before ads are introduced into this prominent feature. This means: 

• Lower visibility 

• Higher CPCs (as competition increases for shrinking space) 

• Potentially reduced ROAS 

It’s a new landscape for paid search, and ad creatives will need to work harder to stand out in a more AI-dense SERP. 

How Can I Identify if My Organic Search Traffic Has Declined Due to AI Overviews? 

Unfortunately, there’s no direct way to attribute a drop in traffic specifically to AI Overviews, as Google doesn’t provide reporting on this. However, you can use Google Search Console to monitor key indicators. 

Start by tracking: 

• Organic clicks and impressions over time 

• CTR (click-through rate) for key queries and pages 

If you notice a sustained drop in clicks or CTR starting around late March 2025 it may be a strong signal that the feature is affecting your site’s visibility. While correlation isn’t causation, combining Search Console trends with on-page SERP observations can give you a clearer picture.  

Final Thoughts 

AI Overviews mark a shift in how Irish users will interact with brand within Google search results. While they bring new challenges, they also open up new opportunities for agile brands who are willing to adapt. 

Thoughts from our SEO Team: ‘It is an exciting time to be an SEO. We see AI Overviews as a positive addition to the search results for users. Our clients who are establishing themselves as experts in their field and investing in content and technical SEO are seeing great results for their organic traffic.’ – Karyn Corrigan, Head of SEO 

At Core, we’re already working with clients across Ireland to navigate this transition. Whether you're a large eCommerce brand or a local service provider, the key is to stay informed, stay flexible, and keep testing. 

Got questions about how AI Overviews might impact your business? Drop us a line. We’d be happy to help you futureproof your SEO strategy.