There has been significant growth in search engine results pages (serps) that include ads and ai overviews, with some reports indicating an increase of over 394% in 2025. The expansion of ai overviews appears to be impacting various industries and aspects of search, including commercial intent search and google text ad click share. The impact of ai overviews on search and seo is being closely monitored and analyzed, with some outlets exploring the potential winners and losers in this development.