Independent analyses suggest Google’s AI search strategy is indeed having an impact. Search impressions—the number of advertiser links that show up in searches, even if they aren’t clicked—grew by 49% in the year since the overviews were launched, according to a May report from BrightEdge, a search-engine-optimization firm.

Web Guide is a Search Labs experiment, meaning you have to opt-in before you'll see any AI organization in your search results. When enabled, this feature takes over the "Web" tab of Google search. Even if you turn it on, Google notes there will be a toggle that allows you to revert to the normal, non-AI-optimized page.