Co to jest AI Overviews?

To funkcja Google, która nad zwykłymi wynikami pokazuje podsumowanie wygenerowane przez AI wraz z odnośnikami do źródeł.

Jak często sprawdzać widoczność w podsumowaniach AI?

Co dwa–cztery tygodnie na stałej liście fraz, z zapisem daty i cytowanych źródeł.

AI Overviews – what it is and how to increase the chance

In short

What is AI Overviews: AI Overviews is a feature of the Google search engine.
When the AI summary appears: Not with every question. Google shows them mainly where the answer requires gathering information from several places: complex questions, comparisons, „how to do it”, „what is it”, „what…
What is known about the impact on clicks: The data we have at our disposal mainly comes from the American market and from the years 2024–2025.
How to increase the chance that your page will be indicated as a source: Google declares in its instructions that special tags or „tricks” are not needed for AI to appear in summaries — the same principles apply as in the classic…

AI Overviews are summaries generated by Google’s artificial intelligence that appear above the regular search results. Instead of a list of links, the user gets a short answer composed of information from multiple sources, with links to the sources below it. For companies, this means two things at once: fewer clicks on the regular results section and a new opportunity to have their page listed as a source of answers.

In this article, we explain how it works, what is known about its impact on traffic (with an indication of which data comes from outside Poland), and what specifically can be done to increase the chance of being cited. We do not promise a guaranteed position — Google does not provide such a guarantee to anyone.

What is AI Overviews

AI Overviews is a feature of the Google search engine. When you ask a question for which the answer is scattered across multiple places, Google can gather it itself and present it as a concise summary. According to industry media reports, a Gemini model adapted for search is used to generate the answer. The summary includes visible links to the pages from which the information originates.

The feature debuted in 2023 as an experiment (under the name Search Generative Experience), in May 2024 it was rolled out to all users in the United States, and in 2025 it began to cover other markets. In Poland, in the Polish language, it was launched on March 26, 2025 [FACT — according to a report by Wirtualnemedia.pl; DO_VERIFICATION in a Google statement].

How it differs from other Google features

Featured snippet: Google extracts a ready-made quote from one page and displays it above the results. The AI summary compiles the answer from multiple sources.
AI Mode: A separate tab for chatting with the search engine in a few steps. We describe it in the article AI mode in Google.
ChatGPT, Perplexity, Gemini and other assistants: These are individual products, not a Google search engine. The visibility rules are described in the text. positioning in ChatGPT.

When the AI summary appears

Not with every query. Google shows them mainly where the answer requires gathering information from several places: complex questions, comparisons, „how to do it,” „what it is,” „what it differs from.” It rarely appears for simple facts (currency exchange rates, weather) and navigational queries, that is, those where someone is looking for a specific page. This changes over time, so the only sure method is to check your own phrases.

What is known about the impact on clicks

The data we have at our disposal comes mainly from the American market and from the years 2024–2025. Treat them as BENCHMARK (external reference point), not as a forecast for the Polish company:

A 2025 Pew Research Center study showed that users clicked on the regular result less often when it was accompanied by an AI summary (about 8% of clicks versus about 15% without the summary).
A 2024 Ahrefs analysis showed a drop in clicks on the first organic result by about a third for queries that included AI summaries.
The Similarweb service recorded an increase in the share of searches that end without clicking (so-called zero-click) between May 2024 and May 2025.

The Search Engine Journal presented a compilation of these data and their interpretation (link in the sources below). Note: the measurement methods, markets, and periods are different, so the numbers should not be added or averaged. However, the direction is consistent — some users get an answer without even visiting the page. The important question is therefore not „whether traffic will drop,” but „whether my brand is in that answer and whether those who do click are closer to making a purchase.”.

How to increase the chance that your page will be indicated as a source

Google states in its guidelines that the appearance in AI summaries does not require any special tags or „tricks”—the same principles apply as in traditional SEO: the page is accessible to a robot, the content is useful and reliable [DO_VERIFY in the current Google Search Central documentation]. In practice, it helps to consistently apply several principles (these are our recommendations, not a list confirmed by Google):

Start with the answer. The first two to three sentences of the article should directly answer the question from the headline. Just like in this text.
Ask questions in the headings. Headings in the form of „What is…?”, „How…?”, „How much…” correspond to how people ask questions and how the system selects snippets.
Give concrete examples. Numbers, dates, names, steps. Generalities have nothing to cite.
Indicate the author and the source. Name and surname, experience, links to source materials. These are signs of credibility.
Build a thematic cluster. One main article plus several detailed ones linked together — as we describe in the text Content marketing strategy and in the basic article content marketing — what it is.
Keep it up-to-date. Update date, fresh data, removal of outdated instructions.
Check the technical access. The page should be indexed, fast, and readable on a phone; don't block robots that are supposed to read your content. We write about files that help AI models read the page in an article. llms.txt — what is it.
Build brand presence beyond your own website. References in industry media, catalogs, opinions, and expert discussions help models recognize the brand as credible. This area is the domain of PR, described in the text. PR and visibility in ChatGPT.

How to check if your company is included in the AI summaries

Make a list of 20–30 phrases that customers should find you by (e.g., „crisis PR agency,” „how to choose a SEO agency”).
Type them into Google (preferably in a private window, on a clean profile) and note whether an AI summary appears and which sites it indicates as sources.
Repeat the measurement every two to four weeks. The list of cited sources changes very dynamically — according to industry analyses, a large portion of sources are replaced within a few months, regardless of the usual positions.
The set of results includes data on clicks and queries from Google Search Console. As far as we know, Google Search Console does not separate AI summaries into a separate report [DO_VERIFICATION in Google documentation], so conclusions must be drawn with caution.

It provides a detailed assessment of visibility in search engines and in AI assistants. AI visibility audit. If you want to understand the differences between Google optimization, generative responses, and direct responses, read on. SEO, GEO and AEO — how they differ.

What to avoid

Promises of a „guaranteed place in AI Overviews”. No one controls what appears except Google. A fair offer talks about increasing the chance and measuring the result.
Massive content generation without control. Repetitive texts without their own data and experience are rarely cited, and can harm the evaluation of the entire website. See auditing the content generated by AI.
Results from one measurement. AI summaries change frequently; one screenshot is an anecdote, not data.
Abandoning classic SEO. AI summaries use the same sites that perform well in regular results.

How Commplace helps increase visibility in AI responses

We start with a diagnosis: we check which phrases your company is currently visible in, where AI models cite it, and where competition appears instead. Then we put together a plan: which pages to expand, what content to add, and which external sources to acquire. At the end, we measure changes at regular intervals and compare them with a control group to separate the impact of our actions from random circumstances. See the page AI search optimisation and AI in marketing.

Frequently Asked Questions

What is AI Overviews?

This is a Google feature that shows a summary generated by AI alongside links to the sources alongside the regular results.

Does AI Overviews work in Poland?

Yes. According to industry media reports, the feature was launched in Poland in March 2025 in Polish.

Is it possible to order a position in AI Overviews?

No. Google does not sell places in the summaries and there is no paid entry path. You can increase the chance of being cited, but it cannot be guaranteed.

Will AI summaries take the traffic off my site?

Available data from other markets indicate that there are fewer click-through rates for some queries. The scale depends on the industry and the type of queries. The best answer is to measure your own phrases and focus on those that lead to bidding queries.

Do special tags or a file for Google need to be installed?

According to Google’s instructions, no. Good SEO practices apply. The llms.txt file is useful for some AI assistants, but we have no confirmation that Google uses it in AI Overviews.

How often should visibility be checked in AI summaries?

Every two to four weeks, the list contains a list of phrases with the date and the sources cited.

Sources

Commplace — Commwork®AI

Commwork®AI is a Commplace® system that joins the programs a company already uses into one whole and builds deeper analyses from the combined data than any single application can. A human always makes the decision.

In the area of AI the system joins a company's programs into one whole and, for an important decision, lets several models check one another.

Decision cockpits — conclusions instead of tables; every indicator has a source, a threshold and an owner.
Media intelligence and radars — not only who wrote, but what the tone is and what follows from it.
Forecasts and ranges of results — a Monte Carlo test (thousands of simulations) shows the range of possible results, and a tornado chart shows what affects the result most.
Stakeholders and personas — a map of the groups the result depends on, including hidden ones, and in-depth analyses of their behaviour.
Choice of communication tools and integrated marketing — a channel plan based on data, not on a hunch.
Analyses from open sources (OSINT) — competitors and market trends; every number has a source and a date.
Visibility in search engines and in AI chat answers — we check whether and how they recommend your brand.
A council of AI models for an important decision — the models check each other, and a human always makes the decision.
Decision register in the board cockpit — who decided, when, on what data and with what result.
Radar of five AI models — five models assess a difficult question separately, and the system shows where they differ and where the data needs checking.
Media intelligence in eight layers — from context and reach to a forecast of topics: is a topic growing or fading.
Reputation funnel in seven stages — from monitoring to rebuilding trust; the system calculates the stage, and a human reviews every negative mention.
Competition 360° — a map of a competitor in 18 dimensions: offer, message, visibility, prices, reviews.
Map of the four channels — paid, earned, shared and owned media set against the stages of the customer journey; you can see where we work without measurement.
Stress tests — the same model shows what happens when price, demand or costs move in the wrong direction.
Crisis shield — monitoring mentions and crisis scenarios prepared before anything happens.
Over 1,100 specialized AI agents and 28 connections — data from Brand24, Ahrefs, HubSpot, GA4, Search Console, Fireflies and others goes into one cockpit.
Three levels of detail — the board sees charts and the conclusion, the team also sees the sources, the administrator sees everything.

Description of the system's capabilities. Results depend on the data and the scope of implementation; analyses and forecasts supported by artificial intelligence require human assessment.