Google’s AI-powered search feature, previously known as Search Generative Experience (SGE) and now launched in Sweden under the name AI Overviews, is changing how users access and consume information. With this rollout, AI-generated summaries are now shown directly in Swedish search results, especially for informational queries.
Mainly affects informational searches
It’s important to note that AI Overviews mostly impact informational searches. When a user searches for something like “how to train for a marathon” or “difference between HDMI and DisplayPort,” they will likely see a summary created by AI at the top of the results.
However, for commercial searches such as “buy running shoes online” or “best price for iPhone 15,” traditional search results still dominate — with ads, product listings, and organic links. So far, these types of searches in Sweden remain largely unaffected by the new feature.
How it affects online sellers in Sweden
For businesses selling products or services online, the impact is indirect but still relevant:
- Reduced traffic from informational content
If your SEO strategy relies heavily on blog posts or guides that answer common questions, AI Overviews may now display answers without requiring a click to your site. - Increased competition for trust
Getting cited as a source in AI-generated content depends on how well your site demonstrates authority, expertise, and reliability. - Harder to build brand awareness through top-of-funnel content
If users no longer need to visit your page to get answers, it’s more difficult to start building relationships early in their journey.
How to adapt
- Invest in high-quality content
Create the best possible answers to the questions your audience is asking. Make sure your content reflects deep expertise. - Optimize for E-E-A-T
Show Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these signals to decide which sources to feature in AI Overviews. - Use structured data
Help Google understand your content technically through schema markup. - Monitor and adapt
Watch for shifts in traffic and visibility. Adjust your SEO strategy as needed to stay competitive in the evolving search landscape.
Google AI Overviews have officially arrived in Sweden. While the current impact on transactional or purchase-focused searches is minimal, the way users engage with informational content is changing fast. For online businesses, adapting early can be a competitive advantage.
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.