1. What changed on 28 August 2026?
Until the change, an AI Overview worked like this:
- Google shows a summary at the top of the search results
- Users click "Show more" for the full answer
- Below that are the classic results (the "ten blue links")
Since 28 August 2026, for some queries a different pattern applies:
- The AI Overview loads fully expanded immediately: no "Show more"
- The "Ask anything" field (follow-up questions, AI Mode-like) is open right away
- Organic results start lower on the page; on mobile often only after considerable scrolling
Google calls this dynamic expansion: the system decides per query whether expanding is "most useful" for the user.
Google's statement (28 Aug 2026): "For some queries, AI Overviews may dynamically expand for topics where our systems determine it's most useful for people. Our research has shown that with this dynamic experience, users find Search more helpful and engage deeper in follow-up exploration."
Robby Stein (Google Search) confirmed on X that expanding stops as soon as you have already started scrolling: so you do not lose your reading position.
2. What does it look like: and when does it happen?
Visual difference
| Situation | AI block | Ask anything | Organic links |
|---|---|---|---|
| Before (default) | Collapsed snippet + "Show more" | Only after expanding | Visible above the fold on desktop |
| After (dynamic expand) | Full answer immediately | Open immediately | One to two screens lower |
On definition queries ("what is …") and comparison questions ("best … for …") testers see this most consistently. On transactional queries (brand name + "contact") it happens less often: but Google does not publish a query list.
When does Google expand / not expand?
Yes (typical):
- Informational, research-intent queries
- Definitions and explanations
- Broad comparisons without a brand name
Less often:
- Branded navigation ("Leadverge contact")
- Queries where users scroll before expand triggers
- Some sessions/browsers: behaviour is not 100% reproducible
Google has not published what percentage of queries this affects, nor whether it will roll out further in the coming months. Given Google's direction (AI Mode, link carousels in AI answers) the expectation is: more queries, not fewer.
3. Why this hits B2B companies harder than B2C
B2B buyers search differently than consumers:
- Longer research phase: multiple comparison queries before contact
- High information intent: "costs", "difference between", "pros and cons"
- Low brand awareness: generic queries without a brand name dominate
Those are exactly the queries where AI Overviews: now fully expanded: give the answer themselves, with your site at most as a source link at the bottom.
The zero-click gap gets wider
Even before August 2026, organic CTRs on queries with AI Overview were falling. Expanding without a click amplifies that effect:
- Users read the answer in Google
- Source links are visible, but not required to click
- "Ask anything" keeps the user in Google's AI environment
For lead generation that means: less traffic, the same or higher intent among those who do click: if you are measurable at all.
4. Relationship with AI Mode and Google's long-term direction
Dynamic expansion feels like AI Mode-lite in the classic search interface:
- Full answer + follow-up box = conversational flow
- Organic links become secondary, not primary
In the same period Google also added link carousels in AI Mode for "developing topics": similar to carousels in AI Overviews. The pattern is consistent: AI answer central, links as support.
Strategic conclusion: Optimizing for position 1-3 in classic results alone is no longer enough. You must either be cited in the AI answer, or be paid-visible in AI channels (Google Ads, ChatGPT Ads), or both.
5. How do you measure the impact?
Search Console Generative AI report
Live worldwide since 31 August 2026: separate impressions for AI Overviews and AI Mode. Read our guide to the Search Console AI report for setup, dimensions and the August logging bug.
Note: the report shows impressions, not clicks. A rise in AI impressions after 28 August can partly come from expanding (more visible surface area), not necessarily more mentions.
GA4: what you do and do not see
- Traffic from AI Overviews stays under Organic Search (not split separately)
- Since May 2026: AI Assistants channel for ChatGPT, Claude, Gemini: excluding Google AI
- Workaround: export top AI pages from Search Console → filter GA4 landing pages → compare sessions/conversions month-on-month
Proxy metrics for B2B
| Metric | What it tells you |
|---|---|
| AI impressions (GSC) | Visibility in AI answers |
| Organic sessions per URL | Possible click decline |
| Branded search volume | Brand awareness as AI awareness effect |
| Demo requests / contact | Ultimate funnel impact |
| Average engagement on blog URLs | Quality of remaining traffic |
6. Content that does get cited in expanded AI Overviews
Google selects sources on relevance, authority and structure: not tricks. What works in practice for B2B:
Structure:
- First paragraph = direct answer to the query (definition or conclusion)
- Numbered H2s and short paragraphs
- Tables for comparisons
- FAQ blocks with clear question/answer pairs
E-E-A-T:
- Author or organization visible
- Current date ("Last updated")
- Source citations for facts
- Consistent terminology across pages
Technical:
- Indexable HTML (not everything in client-side JS)
- Canonical URLs correct
- Fast mobile pages: AI traffic is often mobile
Avoid:
- Thin pages that only repeat keywords
- Contradictory answers between blog and service page
- Paywall without alternative summary (unless conscious opt-out)
7. Opt-out, Google-Extended and conscious choices
You can choose in Search Console not to appear in generative AI features (Settings → Search generative AI). Effect:
- No links in AI Overviews / AI Mode / Discover AI
- No impressions in the AI report
- No ranking penalty for classic search results
For most B2B marketers opt-out is not the default: you lose visibility while competitors stay visible. Relevant for premium content or licence restrictions.
Google-Extended (robots.txt) limits AI training; that is separate from visibility in Search AI features.
8. Action plan: this month
Week 1: Diagnosis
- Open Generative AI report; note top 10 pages on impressions
- Compare organic sessions on those URLs: August vs. July (GA4)
- Test 10 core queries manually (incognito, mobile + desktop): does AI Overview expand?
Week 2: Content
- Choose 3 pages with high classic rankings but low AI impressions → GEO rewrite
- Add definitions, tables and FAQ
- Internal links to conversion pages
Week 3: Paid and alternative channels
- Evaluate Google Ads on queries where AI Overview dominates (Search terms + impression share)
- Consider ChatGPT Ads for commercial intent outside Google
- Make sure tracking (GTM, consent, conversions) is in order
Week 4: Reporting
- Monthly dashboard: AI impressions, organic sessions, leads
- Share findings with sales: manage expectations: less volume, sharper leads
9. Paid vs. organic in the AI era
| Channel | When to use | Measure in |
|---|---|---|
| GEO / SEO | Sustainable visibility, thought leadership, low CPC long-tail | Search Console AI report + GA4 |
| Google Ads | High intent, competitive queries, direct lead flow | Google Ads + GA4 |
| ChatGPT Ads | Conversations with purchase intent, EU launch phase | OpenAI Ads Manager + UTM/GTM |
Not either/or: the same strong landing page serves organic (GEO) and paid (Ads).
10. Frequently asked questions
Does this apply to all countries and languages?
Google rolls out AI features in phases. Dynamic expansion is confirmed for the US and is being tested worldwide; Google does not publish exact coverage per country. Dutch B2B queries in English see it more often than pure NL long-tail.
Can I see whether my page was in an expanded AI Overview?
Only indirectly: AI impressions in Search Console. No separate metric "expanded vs. collapsed".
Should I abandon my SEO strategy?
No: reprioritize. Classic rankings remain valuable; AI visibility and paid AI channels are extra layers.
Does scroll-cancel affect impressions?
If users scroll quickly, the block does not expand. Impressions count when your URL was visible: regardless of expand status.
What is the difference with AI Mode?
AI Mode is a separate, conversational interface. Dynamic expansion brings AI Mode-like UX to the standard search page for selected queries.
11. Summary
- What: AI Overviews expand fully automatically on some queries
- When confirmed: 28 August 2026
- Trigger: Google's systems decide per query; no public list
- Effect: Organic links lower; more zero-click behaviour
- Measure: Search Console AI report (impressions) + GA4 landing pages + leads
- Action: GEO content, measurement stack in order, Google Ads + ChatGPT Ads where needed
- Opt-out: Only consciously, via Search Console: not as a panic reaction
Also read: Google Search Console AI report (2026) · Advertising in ChatGPT · ChatGPT Ads agency
Sources: Google spokesperson statement via Search Engine Roundtable and The Verge (28 Aug 2026), Robby Stein on X, Google Search Console documentation. As of: September 8, 2026.