Google is testing new Search Console reports that provide visibility into how your content is performing in generative AI features.
There’s also going to be the option to exclude your site from appearing in these AI search experiences altogether.
Both features roll out to a subset of UK website owners first, due to the UK’s Competition and Markets Authority (CMA) legally requiring Google to provide these controls.
If you’re running a business in the UK, you may already have access, or you’ll be among the first to see it. Here’s what’s changing, why it matters and what you should be doing about it.
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What Google Is Testing in Search Console
Dedicated AI Performance Reports
Until now, any impressions from AI Overviews or AI Mode were included in the overall Search Console performance data, without dedicated reports to isolate AI-specific visibility.
The new reports aim to change this and show how often your pages are appearing inside generative AI features in Search and Discover. The data will be broken down by page, country, device, date and hour.
The data will tell you if your content is being surfaced, although it won’t currently show you whether anyone is clicking through.
Google is “continuing to work with website owners to understand what insights will be most helpful” and plans to add more metrics over time.
Toggle To Opt Out of AI Search Features
Google is also testing a control that lets you exclude your site from appearing in AI Overviews, AI Mode and AI features in Discover.
Google says using this toggle will only control whether your site appears inside the AI-generated features and will not affect your organic search rankings.
This new tool is an addition to one you may already be familiar with called Google-Extended, which lets you block Google from using your content to train its AI models.
Why This Matters for Your Business
“How is my content performing in AI search?” has been difficult to answer for most business owners. These new performance reports should make this a little easier.
Google’s AI Mode officially passed the one billion monthly active users milestone. While AI Overviews have now reached around two and a half billion users. Showing that search habits are shifting globally.
Whether your customers are researching a holiday, looking for a restaurant, planning an outdoor adventure or comparing products to buy, the answer they’re receiving is increasingly likely to come from an AI-generated summary.
Although the new reports are missing click data, they’ll give you a strong starting point, and you’ll be able to see whether your pages are being included in AI results, which pages are getting surfaced and which aren’t. This data will help build the foundation for an AI optimisation strategy.
What this Means for Marwick Clients
Destinations & Resorts
Queries like “best place to stay in [region]” and “what to do in [destination]” are increasingly likely to be answered in AI Overviews directly on the results page.
If your destination or resort isn’t appearing in these summaries, potential visitors may never reach your website. These reports will let you see whether you’re in the conversation.
Food & Beverage
Food and beverage discovery is heavily influenced by AI-generated recommendations. Queries such as “Best [cuisine] near me” are now likely to be answered by AI.
Understanding your AI impression share for these terms will be extremely useful data.
Outdoor Industry
For brands selling outdoor products and experiences, AI features are playing a large role in research-stage queries like “best trail running shoes for beginners” and “where to go hiking in Scotland.”
Knowing which product or content pages are getting surfaced gives you something actionable to work with.
E-Commerce
As Google continues to expand shopping features such as Universal Cart, appearing in AI search could play a larger role in influencing purchase decisions.
If users can move directly from discovery to action, visibility in AI results will become more commercially important for e-commerce stores.
A Note on the Opt-Out Toggle
Opting out of AI features is probably not the right move for most businesses. AI search is getting your customers’ attention, and removing yourself from those results is giving up visibility.
However, there are certain cases where it makes sense. For example, businesses with highly sensitive or complex information where AI summaries risk oversimplifying or misrepresenting what they offer. The new toggle is worth noting if you fall into this category.
When Will You See Your AI Performance Report?
The rollout is starting with a few select UK website owners. Currently, there’s no confirmed timeline for broader availability, but given that UK users are in the first wave, it’s worth checking your Search Console account to see whether the new AI reports have appeared for your property yet.
In the meantime, the focus should be to make sure your Google Business Profile is complete and active, ensure your key pages directly answer the questions your customers are asking and build content that gives AI systems something credible and specific to cite.
These reports will make it much easier to see whether that work is paying off.
Want to understand how your site is performing in AI search? Contact our team and get ahead of these changes.
