Google AI Overviews now appear for more than 80% of branded queries tracked by DemandSphere, up from 26% at the beginning of September. Google has not commented on the reasons.
For SEO specialists and affiliates, this changes the mechanics of branded traffic. Where a user typing a brand name would once click the first result, an AI block now sits between the query and the click, answering the question directly in the search results and reducing the need to visit the site.
Why it matters for arbitrage
Branded traffic underpins many affiliate funnels. You drive traffic to an offer, the user remembers the brand, and returns through search. If AI Overviews intercept that traffic, conversion drops. The effect is sharpest in verticals where decisions happen fast: betting, finance, e-commerce.
A threefold increase in a few months signals aggressive rollout. Google is testing how far it can push the technology without cannibalising its own ad inventory or triggering publisher revolt.
Impact on organic
CTR on branded queries is falling. If the user gets an answer in the AI block, they do not click. For companies relying on organic traffic from their own name, that is a direct loss.
Ranking first no longer guarantees the click. AI Overviews occupy the top of the page, pushing blue links down. Queries like 'brand name + reviews' or 'brand name + price' now close more often with an AI answer. The site receives fewer visits, but those who do arrive are more motivated.
What to do
Monitor search results for your brand or offer name. If an AI Overview appears, note what information it shows. Google sometimes pulls from inaccurate sources, and that can be corrected.
Optimise for featured snippets. AI Overviews often draw on the same logic. Structured content, clear answers, schema markup — all increase the chance of being cited as a source.
Diversify channels. If organic branded traffic declines, strengthen direct traffic and paid channels. Email, push notifications, retargeting — anything independent of search results.
Test non-branded funnels. Arbitrage on branded queries is becoming more expensive and riskier. Non-branded keywords, especially long and specific ones, remain less affected by AI Overviews. Shift part of the budget there.
What comes next
Google has not disclosed plans, but the trend is clear. AI Overviews will expand — into commercial queries, informational queries, possibly transactional ones. The search engine wants to keep users on its territory as long as possible.
For those working with traffic, the signal is plain: dependence on a single channel is a vulnerability. Branded search is no longer a guarantee. Those who adapt faster and find alternatives will survive.
Growth from 26% to 80% in a few months is not a test. It is the new reality.
