Google’s AI Overviews have officially launched in Finland in May 2025.
What was previously a global rollout question – “will they arrive here?” – has now become reality.
Spotted on mobile devices in Finland, AI Overviews are already changing the way search results appear. In some cases, Google now generates full AI-written summaries directly in the SERP (Search Engine Results Page), reducing the need to click through to websites.
This marks a significant shift towards a “zero-click” search experience in the Nordics.
What are AI Overviews?
AI Overviews are AI-generated answers shown directly at the top of Google’s search results.
Instead of just blue links, users immediately see a summarized answer to their query, often AI Overviews summarize information from multiple sources and present it directly within Google’s search interface – often at the very top. This creates both new opportunities and new challenges for brands that rely on search traffic:
Users get value faster – but you may lose the visit.
Your content might be shown… but not clicked.
Your answer might appear… but without your brand being visible.
What does it mean for your strategy?
Search as we know it is evolving.
To stay competitive, brands will need to rethink how they:
Measure success beyond just clicks
Structure and tag content
Prioritize search intent over keyword stuffing
Build brand recognition directly in SERP
What can you do right now?
We’ve broken down what AI Overviews mean, how they’re already showing up in Finland, and what you can do to protect your visibility and stay ahead.
How much of your traffic is at risk?
Recent research from Brightedge shows that AI Overviews are now visible in 4–20% of informational search queries, depending on the length of the query:
- Shorter queries (2–3 words): AI Overviews appear ~4% of the time
- Longer queries (8–10 words): AI Overviews appear ~20% of the time
In short: the more words in the search query, the more likely it triggers an AI Overview.
Given that longer, more specific searches often deliver highly valuable organic traffic, this could significantly impact your site’s visibility and clickthrough rates (CTR).
Important:
According to Ahrefs, AI Overviews can reduce CTR for the top organic result by around 34.5% compared to similar searches without AI Overviews.
👉 If a big portion of your current traffic comes from informational keywords, your organic search traffic could take a serious hit once AI Overviews expand.
How to Estimate Your Risk
Now is a good time to:
- Analyze your existing organic traffic in Google Search Console
- Filter by query length (longer, informational queries)
- Estimate the percentage of your traffic that could be affected if AI Overviews launch by calculating the cohorts of number of words in informational queries with the percentage that the specific cohort is going to show AI Overviews for (use the graph above).
This analysis will help you understand your current exposure, and start planning alternative strategies (like focusing more on branded queries, content embedded within AI answers, and diversifying traffic sources).
Examples: For one site we did the calculation, the estimate was about 4 %, and for another site around 17 %.
Final Thoughts
Google’s rollout of AI Overviews in major EU markets is an unmistakable signal: AI-generated search experiences are becoming the norm.
- Traffic loss from traditional search listings is very real.
- Adapting early will give brands a critical edge.
- Monitoring how AI Overviews evolve—and how they affect your visibility—is now essential for SEO and growth strategies.
At Genero Growth, we help businesses future-proof their marketing by staying ahead of major shifts like this.
Curious how AI Overviews might impact your traffic — and how to adapt?
Get in touch – we’d love to help!
Sources:
- Search Engine Land: Google rolls out AI Overviews in EU regions
- AdRelevance: Google lanserar AI Overviews i EU
- Ahrefs: AI Overviews Reduce Clicks by 34.5%
Author:
