I’ve recently learned that Google carefully analyzes user engagement to determine when to feature AI Overviews in search results. According to Google VP Robby Stein, these features are only shown if they truly add value for us, the users.
Stein shared in a CNN interview that Google’s approach to AI-driven results is evolving as they expand ads, personalization, and visual search options within their services.
Engagement drives AI Overviews. Google conducts tests with AI Overviews for different types of queries, retaining them only when we, the users, find them beneficial. If we don’t interact with these features, they are removed, and Google applies the insights to similar queries.
Stein explained, “The system will learn — so it’ll try it — and then see if people engage with it for certain kinds of questions… If it doesn’t work, it won’t show up again.”
Why it matters. As someone interested in SEO, I understand that appearing in AI Overviews is significant. However, it’s becoming clear that maintaining those spots hinges on user engagement. If we don’t interact with these overviews for certain queries, Google may choose not to display them, affecting AI visibility for different brands and publishers.
AI and personalization. While Google incorporates some personalization in AI search, Stein mentioned that these are smaller adjustments rather than extensive reshaping of results:
“For instance, if you’re someone who frequently clicks on videos, those results may appear higher for you. However, the adjustment is minor because we want the user experience to remain consistent.”
Ads and monetization in AI search. It’s interesting to note that Google is actively experimenting with ads within AI-powered search experiences, including AI Overviews and AI Mode.
Stein explained that ads will appear “when helpful,” in line with Google’s longstanding ad philosophy. He also noted that “the vast majority of Google searches do not have ads.” Key use cases for AI-driven ads include shopping, comparisons, and product research.
Furthermore, Stein emphasized transparency in distinguishing sponsored content as a priority.
Visual search growth. Visual search is apparently exploding in popularity, with usage up 70% year over year. Around 1 billion of us are now using visual search tools like Google Lens to find information visually, such as discovering products, matching outfits, and solving real-world queries.
The CNN interview. You can watch the full CNN interview here.
Inspired by this post on Search Engine Land.
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