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The future of search

Stop chasing clicks, start owning the $12 million value intercept

Select your industry to unlock insights:

Intercepted value

$4M+

Over $4M in monthly search value has shifted from traditional links into these AI-summarised conversations.

Show me how to capture it

Unlock insights

Select your industry to unlock insights

Intercepted value

$12M+

Over $12M in monthly search value has shifted from traditional links into top-of-the-page AI-summarised conversations.

Show me how to capture it
Intercepted value

$585K+

Over $580K in monthly search value has shifted from traditional links into top-of-the-page AI-summarised conversations.

Show me how to capture it
Intercepted value

$7M+

Over $7M in monthly search value has shifted from traditional links into top-of-the-page AI-summarised conversations.

Show me how to capture it
Intercepted value

$700k+

Over $700K in monthly search value has shifted from traditional links into top-of-the-page AI-summarised conversations.

Show me how to capture it
Intercepted value

$4M+

Over $4M in monthly search value has shifted from traditional links into top-of-the-page AI-summarised conversations.

Show me how to capture it
Overview

Are you missing $12M in traffic?

Have your organic traffic numbers dipped? You aren't looking at a loss—you are looking at a premium filter. Let us set the scene in 3 words:

Intercept

Our study shows that $12 million in monthly search value is now being intercepted by AI Overviews across just four industries. The value hasn't disappeared; it has just changed addresses.

Skip

The visit to your website is bypassed entirely.

Because AI answers the "how" and "why" directly on the page, users no longer have a reason to click through for basic information. Users are bypassing your traditional digital storefront.

Shortlist

The decision-making process has moved on-page.

Instead of visiting five websites to compare options, users are now using AI to build a "shortlist" of brands directly on the search results page. Is your brand part of that AI-generated list?

Key insights

Key insights & definitions

To assess business opportunities, we define key metrics beyond search volume:

AIO Share of Volume

The percentage of your industry's money-making keywords that are now filtered through AI. This shows you how much of your high-intent traffic is at risk.

AIO Share of Value

The total dollar amount of the traffic currently sitting inside AI answers. It measures the "alternative savings" of winning that visibility organically instead of buying it through ads. A higher number here signals high conversion potential. It means the AI isn't just answering filler questions; it is sitting in the middle of expensive, high-intent conversations where your customers are making final decisions.

AIO Market Value (Monthly)

When an AI Overview appears for a high-priority search, this metric tracks how often a brand is selected and cited as the trusted source.

Commercial citation rate

When an AI Overview appears for a high-priority search, this metric tracks how often a brand is selected and cited as the trusted source.

"Flip the script and see it as an opportunity."

- Kristina Bergwall, SEO Director

"The value is there and up for grabs."

- Kristina Bergwall, SEO Director

E-commerce

E-commerce: the strategic window

In online retail, AI Overviews are currently more about building trust (“winning the shortlist”) than driving traffic. Right now, Google is using AI to help shoppers do their homework, comparing products and finding the "best" options, before they ever hit a "buy" button.

Read full report

The calm before the agentic storm

While Google is currently cautious to protect ad revenue (with AIOs triggering on only 2.3% of searches), the shift toward agentic commerce (where AI buys on behalf of users) is already in motion. Securing citations now is about training the models to recognise your brand as the definitive choice.

  • The precursor to purchase: Being the "cited authority" now ensures that when AI agents start making autonomous purchasing decisions, your products are the ones they are trained to recommend.
  • The early-mover advantage: With a citation rate of only 12.3%, the market is currently wide open for brands to dominate the AI summary space before the landscape becomes saturated.

‍

2.3%
AIO Share of volume
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AIO Share of volume

AI Overviews are currently showing up for just 2.3% of search volume, suggesting Google is taking a cautious, "wait-and-see" approach before widely rolling out AI in the retail space.

35%
Commercial citation rate
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Commercial citation rate

When an AI Overview appears for high-value (commercial) keywords, brands within the e-commerce sector are being cited as authoritative sources roughly 35% of the time.

$585K+
AIO Market value
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AIO Market value

Across the sector, there is approximately $585,486 in monthly search value that has shifted from traditional links into these AI-summarised conversations.

What this means for your  bottom line

Kristina Bergwall

35 second watch

The value of AI summaries in e-commerce is currently low in dollars, but high in opportunity cost. As an e-commerce brand, you have a unique chance to capture the customer during the research phase before the space becomes too crowded.

Because the commercial citation rate is high, winning this space is very efficient. It allows you to build brand trust with high-intent shoppers early in their journey. By the time they are ready to purchase, your brand is already the authority that helped them make their decision.

Become the primary recommendation

Next up: banking

Banking

Banking: The $7 million opportunity

In the banking sector, the way customers find financial information is undergoing a major change. Google is now using AI to answer complex financial questions directly on the search page. For the banking industry, this change affects high-value searches worth $7 million every month. The impact is already significant because the AI is actively managing the most important conversations (such as those about mortgages and loans) where customers are making major financial commitments.

Read full report

Targeting high value intent

AI Overviews in financial services surgically target high-intent, expensive keywords rather than broad, low-value queries. This strategic positioning exposes $7M in monthly CPC value at the most profitable stage of the customer journey.

  • The value gap: AI triggers on just 8% of search volume but intercepts 13% of total financial value, proving the technology prioritises high-yield terms like "mortgage rates" over filler content.
  • The trust barrier: A commercial citation rate of only 29% highlights the difficulty for compliance-heavy financial content to be verified and recommended by these models.
8%
AIO Share of volume
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AIO Share of volume

This means that AI Overviews are appearing for about 1 in every 12 searches, indicating that AI is already a significant presence in the industry.

35%
AIO Share of value
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AIO Share of value

Even though AI is only in 8% of searches, those specific searches hold 13% of the total industry’s “money” because the AI is specifically targeting high-value “money terms”.

29%
Commercial citation rate
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Commercial citation rate

This is the rate at which banking brands are being cited as the source for the AI's answer. This reflects the challenge of getting regulated financial content approved by the AI.

What this means for your bottom line

Kristina Bergwall

33 second watch

If you’re in banking and not optimising for AI Overviews, you’re potentially leaving money on the table and losing access to your most valuable customers. The gap between massive value exposure ($7M+) and a comparatively lower inclusion rate (29%) represents millions in intercepted revenue potentially going to competitors.

In this environment, failing to show up in an AI summary is a direct loss of market share. To protect your results, you must ensure your brand’s expertise is the foundation of the AI’s response. Every time a competitor is cited instead of you, they are gaining a high-trust recommendation that would otherwise cost you a significant premium to match through traditional advertising.

Re-gain your visibility

Next up: B2B

B2B

B2B: The “value density” intercept

In the B2B sector, the shift toward AI-generated answers is fundamentally changing how complex products and services are discovered. For a B2B leader, this means that potential buyers are often forming their "shortlist" based on an AI summary before they ever visit your site.

Read full report

High-stakes targeting

The B2B sector shows the highest "value density" in the study, with AI heavily involved in the high-stakes phase where professionals evaluate complex enterprise solutions. This is where the big money moves: AI is now effectively building the VIP shortlist before a vendor even gets a look-in.

  • Dominant value share: Nearly 1 in every 5 dollars of B2B search value is now filtered through an AI Overview, the highest value share of any vertical analysed.
  • Market-leading citations: B2B brands’s data-rich technical content aligns perfectly with what AI models prioritise for authoritative answers.
12%
AIO Share of volume
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AIO Share of volume

AI is now a frequent part of the professional research process, appearing in more than 1 in 10 B2B searches.

17%
AIO Share of value
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AIO Share of value

Nearly 1 in every 5 dollars of search value in the B2B space is now being filtered through an AI answer.

42%
Commercial citation rate
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Commercial citation rate

When a high-priced search triggers an AI answer, a brand from your industry is cited as the source 42% of the time. This earns you premium visibility without the cost of paid ads.

What this means for your bottom line

Kristina Bergwall

32 second watch

AI is now handling about 17% of the total financial value in search. This means that instead of browsing multiple websites, potential buyers are using AI summaries to decide which companies to look at. For your business, the important "first impression" is now happening directly on the search page before a user ever clicks a link.

This change helps your bottom line by acting as a filter for your sales funnel. Since B2B brands are cited in these summaries nearly 42% of the time, the AI is helping introduce your brand to the right people at the right time. By the time a lead reaches your team, they are better informed and more likely to buy because the AI has already handled the initial research and pre-qualification for you... If you know how to show up.

Become your leads’ source of truth

Next up: Healthcare

Healthcare

Healthcare: the $4.5M authority gap

In the healthcare sector, the shift toward AI-generated answers is fundamentally changing the patient journey. For a healthcare leader, this means that the "first opinion" a patient receives is often an AI summary, making it critical that your brand is the authority behind that answer.

Read full report

The new first opinion

AI is now the first stop for many patients, showing up in about 17% of all healthcare searches. This means a large part of the patient journey (worth about $4.5 million every month) is happening directly on the search page.

  • Reaching patients early: Right now, trusted medical brands are missing from these AI answers about 67% of the time. This is a major chance to share your expertise and connect with patients while they are still deciding where to go for care.
  • Building trust and reputation: Since AI often gives patients their "first opinion", being visible helps protect your brand's professional reputation. It ensures that your expertise is what patients see first, helping you attract leads who already trust your advice.
17%
AIO Share of volume
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AIO Share of volume

AI answers are now the primary filter for nearly 1 in 5 healthcare searches, aggressively intercepting the patient journey.

15%
AIO Share of value
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AIO Share of value

Roughly 15% of the total financial value in healthcare search is managed by AI, confirming that the AI is targeting high-stakes queries where patients seek treatments or providers.

33%
Commercial citation rate
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Commercial citation rate

When a high-priced medical search triggers an AI answer, a brand from your industry is cited as the source 33% of the time. This earns you premium visibility without the cost of ads.

What this means for your bottom line

Kristina Bergwall

33 second watch

With $4.5 million in monthly search value being filtered through these summaries, being absent means your share of the market is being handed to whatever sources the AI finds first. If you aren't the one providing the answer, you are being left out of the decision-making process entirely.

There is also a significant ethical cost to being invisible. When trusted medical brands are missing from 67% of these summaries, patients are often left with information from less reliable sources. By securing your place in the AI box, you protect patient safety by ensuring accurate, expert advice is the first thing they see.

For your bottom line, this builds immediate trust and delivers pre-qualified leads who are ready to book an appointment, all while lowering your reliance on expensive traditional ads.

Become your patients’ source of truth
OverviewE-CommerceBankingB2BHealthcare

It’s not about the traffic you lose, it’s about the qualified customers you miss out on if you don’t optimise for AI. We’ll help you get there.

James Perrott

SEO Director, Precis

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