A new report from BrightEdge has revealed a striking statistic: 54% of AI Overview citations now match pages that rank in organic search results. In other words, over half of the time, the pages that Google’s AI highlights are already among your usual organic competitors. 

But it’s not that simple the overlap varies by industry, and e‑commerce is a major exception. Let’s dig into what’s happening and what you can do to respond.

What’s Behind the 54% Overlap?

When AI Overviews first rolled out, overlap with organic search results was relatively low (around 32%), but over time it’s grown dramatically. 

Here’s what BrightEdge’s analysis suggests:

● Google’s “FastSearch” algorithm, powered by its RankEmbed deep learning model, learns from user click behaviour and similarity patterns in content. 

● That means AI Overviews may align semantically with organic pages even if traditional ranking signals differ.

● More overlap suggests that AI is increasingly surfacing content that’s already proven valuable in search results.

Still, 46% of AI citations do not align with organic results which means many pages that aren’t top organic performers are appearing in AI Overviews. That’s a clue there’s opportunity in how Google is selecting content beyond standard SEO signals. 

Overlap Depends on Industry (and E‑Commerce Is Different)

Not all verticals see the same level of convergence between AI Overviews and organic rankings. Key findings:

● Healthcare: ~75.3% overlap

● Education: ~72.6% overlap

● Insurance: ~68.6% overlap

● E-commerce: Only ~22.9% overlap and AI coverage actually dropped by 7.6% in that sector 

Why the discrepancy? One possibility: e-commerce queries often expect product-centric pages rather than informational summaries. AI Overviews may not be optimal for “shop now” intent, giving more space to non‑shopping content formats.

What This Means for SEO & Content Strategy

If AI Overviews and organic search overlap more often, the lines between “AI content” and traditional SEO content are blurring. Here’s how to adapt:

1. Measure Your Own Overlap

Benchmark your site’s overlap percentage and compare it with the 54% industry average. That gives insight into whether AI Overviews and your organic presence are aligned.

2. Tailor Strategy by Overlap Type

● High Overlap (> 60%): Double down on SEO signals backlinks, technical health, content quality.

● Low Overlap (< 30%): Consider creating content aimed specifically at AI Overviews (more succinct, summary‑friendly).

● Growing Overlap (30–60%): Use a hybrid approach optimise for both search rankings and AI citation potential. 

3. Match Content to User Expectations

AI Overviews prefer pages that deliver what users expect e.g. quick answers, summaries, and clarity over long essays. So structure content to suit both long-form depth and summarised clarity.

4. Keep E-commerce in Mind

Because overlap is lower in e-commerce, don’t rely solely on AI Overviews for product pages. Prioritise rich product descriptions, reviews, structured data, and unique selling points.

Final Thoughts

The fact that 54% of AI Overviews now overlap with organic search results marks a significant shift in how Google surfaces content. It suggests AI is increasingly recognising and promoting the very pages that SEO professionals have already earned visibility for.

However, nearly half the AI citations still go to pages outside of top organic ranks meaning there’s still space for creativity, niche content, and strategic positioning.

In short: AI Overviews are becoming another factor in SEO, not a replacement. The smart move? Integrate AI understanding into your SEO strategy so you’re not just ranking you’re also being surfaced in AI-driven results.