Google AI Overviews (SGE) comes to Poland – what does this mean for the digital world?

What?
Google has rolled out AI Overviews (SGE) to users in Poland.

Why?
A new AI-powered feature changes the way search results are presented, impacting the visibility of content online.

Who's it for?
For online store owners, content creators, digital businesses, and SEO specialists.

Google AI review (SGE) suggests selected search results in Poland

Starting March 26, 2025, Google search engine users in Poland will see a new feature – AI Overviews , also known as SGE , or " AI overview ." These are AI-generated summaries of information that appear above traditional search results. This new feature, previously available in the US, is now beginning to influence how Polish users consume content online. On the one hand, it could shorten the time it takes to find answers, but on the other, it raises questions about the future of organic traffic to online stores and content services.

What is Google AI Review?

Google AI Overviews is a feature based on a generative AI model that collects and summarizes information from various websites, creating coherent answers to user queries. In many cases, AI Overviews appear above organic results, which can impact the CTR of traditional links. The feature is available on both desktop and mobile devices and works by default for most informational queries. This technology is intended to simplify searches, but it also has the potential to be a game-changer in the digital world.

What are the potential implications for the digital world?

For online stores, this means a reassessment of their SEO efforts – being featured in AI Overviews can translate into increased visibility or… loss. For content creators and portals, it means a potential drop in organic traffic if users get answers without having to navigate to the source page. For users, it means faster access to knowledge, but also a greater risk of missing sources and context, and, as everyone already knows, the risk of receiving incorrect information. Therefore, when using this new tool, you simply need to be cautious and approach it with appropriate critical thinking.

Risks and potential or actual drawbacks of Google AI Overviews

There is no way to disable the function

The AI ​​Overviews feature is integrated into the search engine, and currently, users can't disable it themselves. This lack of an option leaves many internet users feeling limited and lacking control over how they consume information.

Risk of generating incorrect answers

Despite its enormous capabilities, AI can still provide inaccurate, incomplete, or misleading information. These errors were particularly evident in the initial implementation phase, which led to a decline in trust in the solution.

Decline in website traffic

Publishers and content creators have noticed reduced traffic to their sites as users often no longer click on links but instead receive answers directly from search engines. This, in turn, impacts the monetization and visibility of smaller sources (and therefore, fewer choices for users)

Limited choice of sources

AI Overviews typically displays summaries based on three primary sources, which can limit a user's perspective. The lack of diversity in sources limits the ability to compare information and find alternative perspectives.

Increased time spent searching for information

Paradoxically, if the generated summary doesn't meet expectations, the user must continue their search on their own. This can take longer than traditional browsing of organic results.

Lack of transparency in the selection of sources

Users don't know exactly how Google selects sources for its answers. This lack of transparency raises questions about the objectivity and reliability of the content presented.

Copyright concerns

Content creators express concerns that their work is being used to generate responses without proper credit or compensation. This can discourage the creation of high-quality, substantive content.

Possibility of manipulating information

Automated content selection and summarization can lead to the promotion of one-sided or even false information. Algorithms can be unintentionally manipulated by low-quality SEO content or clickbait headlines.

Marginalization of smaller publishers, smaller online stores

Platforms and stores with a smaller reach or lesser-known websites may be completely omitted from AI Overviews results, deepening the dominance of large brands and limiting information pluralism. Unfortunately, the "big is bigger" principle will leave an even greater mark in the digital world..

Obstacles to SEO strategy

The introduction of AI Overviews forces marketers and website owners to rethink their SEO strategies. The new performance architecture requires different optimization efforts and may increase marketing costs.

How can companies adapt to change?

• Focus on quality content: create comprehensive, expert materials that Google considers valuable for citation in AI Overviews . If everyone in the digital world already understands that content is important, there's no doubt now that it's becoming EVEN more important. AI "feeds" on content, reading, researching, and reviewing websites, so it's easy to conclude: little content means little traffic...
• Technically optimize: take care of the data structure, meta tags, correct headings and page UX.
• Monitor visibility: Track changes in CTR and organic positions – Google Search Console may show differences.
• Think like the user: structure your content in a way that answers questions, is precise and concise.
• Consider a stronger commitment to paid advertising: Unfortunately, this change will undoubtedly impact organic traffic, as AI Overview appears above Direct Answer (i.e., ranking "zero"). There's little talk of this change motivating companies to engage more heavily in paid advertising, which happens to be in the way of Google's strategy...

Is AI review a new era of SEO in Poland?

Implementing AI Overviews could be the beginning of a redefinition of how digital companies compete for user attention. On the one hand, it's a challenge—standard SEO efforts may not be enough. On the other, it's an opportunity for those who prioritize high-quality content, technical SEO, semantic optimization, and appropriate data structure. One thing is certain: the digital world must adapt—and the principle that nothing is certain like change applies perfectly here.

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