AI Overviews now appear for almost three quarters of the Hungarian keywords we studied
We analysed 10,000 keywords from 142 websites across 22 topics to see where Google’s AI Overviews are spreading, and how fast. A full year of data, with real searches and topic cards.
Executive summary
Google launched AI Overviews in Hungary in May 2025. Today an AI-written answer appears for 72% of the keywords we studied, and in 61% of cases it is the very first element on the search results page, above the classic results.
Accelerating spread
On a two-month average, the share rose from 29% to 73% in a year, an increase of 44 percentage points. Growth was slow until summer 2026, then the share jumped to 52% in August, 70% in September and 74% in October.
Yes for questions, less so for purchases
In September and October 2026, AI Overviews appeared for 88% of informational searches, 76% of commercial (comparison) searches, 64% of navigational searches and 46% of transactional searches.
Shares vary by topic
In jobs and education, family, vehicles and hospitality, at least 93% of keywords have an AI Overview. In fashion and beauty the share is below 30%, and in electronics and sports it is under half of keywords.
Where there is a product block, AI Overviews are rare
Only 6% of mobile search results pages with a product block also show an AI Overview. This is linked to the low shares in fashion, beauty and electronics.
About the methodology
Sample
We analysed 10,000 keywords from 142 websites, spread evenly across 22 topics.
One-year time series
Stored Google search results pages for the keywords between November 2025 and October 2026, roughly every two months per keyword.
Follow-up check
On 28 October 2026 we also pulled live search results pages for 1,000 keywords, on mobile and desktop. Stored pages do not capture AI Overviews that load late, after the page has rendered, so we calibrated the time series topic by topic against the follow-up check. The estimate assumes that the share of late-loading AI Overviews within a topic did not change during the year.
Limitations
The sample consists mostly of keywords with a search volume above 100 per month. Figures by topic are estimates and indicative only.
Additional breakdowns
Breakdowns by keyword length, search volume and other search results page elements come from the 28 October follow-up check (1,000 keywords, mainly mobile).
Change
We express change in percentage points: if the share rises from 29% to 73%, that is an increase of 44 percentage points. Multipliers (such as 2.5×) are used only in the executive summary.
What changed over the past year?
In November 2025, AI Overviews appeared for 27% of the keywords we studied. This spring the share moved between 29% and 37%, it was 39% in July, then rose to 52% in August, 70% in September and 74% in October. The biggest jump came between August and September 2026.
AI Overview share by month
Share of studied keywords that showed an AI Overview (mobile). Highlighted: the late-summer jump.
In one year, AI Overviews spread from a quarter of searches to three quarters: today they appear for three quarters of the keywords we studied, usually at the top of the search results page. Last year’s traffic and click data are therefore not a reliable benchmark for this year’s planning.
Not a year ago, but now: some examples
None of the stored search results pages for these searches showed an AI Overview between November 2025 and August 2026. By autumn 2026, they do.
| Search query | Topic | Monthly searches |
|---|---|---|
| “időkép budapest” | News and media | 165,000 |
| “office 365” | Computers and electronics | 49,500 |
| “autóbusz menetrendek” | Travel and tourism | 40,500 |
| “krumplifőzelék” | Food and groceries | 40,500 |
| “munkaidő naptár 2026” | Business services and industry | 33,100 |
| “tojáskrém” | Hobbies and leisure | 22,200 |
| “skoda superb” | Vehicles | 22,200 |
| “adam sandler film” | Arts and entertainment | 22,200 |
| “ford kuga” | Vehicles | 18,100 |
| “tőzsde” | Finance and insurance | 14,800 |
| “tökfőzelék recept” | Food and groceries | 14,800 |
| “tejbegríz recept” | Hobbies and leisure | 12,100 |
| “mazda cx-5” | Vehicles | 12,100 |
| “napi horoszkop” | Family and community | 9,900 |
How does Hungary compare internationally?
According to the most widely cited international study, the Semrush AI Overviews Study, AI Overviews appeared for 6.5% of keywords in the US database (more than 10 million keywords) in January 2025, 24.6% in July and 15.7% in November. On a narrower US sample of 400 commercial keywords (Semrush, desktop), the share rose from 46% to 88% between September 2025 and August 2026.
The figures are not directly comparable. Semrush’s full database includes many rarely searched long-tail phrases, our sample consists mostly of keywords with more than 100 searches a month, and our measurement also counts late-loading AI Overviews. The commercial sample, in turn, contains only comparison searches made before a purchase (reviews, prices, “which is best”).
What matches
AI Overviews are moving beyond informational queries. In the US, the informational share of searches that trigger an AI Overview fell from 91% to 57% between January and October 2025. In Hungary the same share fell from 67% to 61% between late 2025 and autumn 2026, while the navigational share rose from 7% to 15%.
What differs
In the US study, real estate and shopping were the least affected topics in November 2025 (below 3%). They were at the bottom in Hungary too (real estate at 10%), but real estate has since jumped to 76%. According to the US data, longer queries trigger AI Overviews more often; in Hungary, on mobile, one-word searches lead (83%).
The Hungarian market is not lagging behind the US: for regularly searched Hungarian keywords we now measure a share as high as international studies find for pre-purchase searches. US analyses are therefore worth reading as a description of the Hungarian situation today, not as a forecast.
Which search intents?
Google shows AI Overviews most often for informational searches (“how”, “what is”, “why”), but the share grew for all four intents. The biggest increase (+52 percentage points) was in navigational searches, where the user is looking for a specific website or brand.
AI Overview share by search intent
Every two months, mobile
Examples: informational “how to”, “what is”; commercial “which is best”, “X or Y”; navigational the name of a website or brand; transactional “price”, “sale”, “order”.
AI Overviews are no longer limited to research-type questions. When someone searches for a company name or a specific service, it is increasingly the AI at the top of the search results page that tells them what the company does and what it offers.
By topic
AI Overview share by topic, every two months. The last column shows the position at the end of October 2026. Click a topic name to open its detailed card.
| Topic | 2025 Nov-Dec | 2026 Jan-Feb | 2026 Mar-Apr | 2026 May-Jun | 2026 Jul-Aug | 2026 Sep-Oct |
|---|---|---|---|---|---|---|
| Jobs and education | 26% | 24% | 30% | 36% | 51% | 100% |
| Family and community | 46% | 46% | 58% | 62% | 64% | 96% |
| Vehicles | 37% | 38% | 46% | 49% | 64% | 96% |
| Hospitality | 17% | 8% | 22% | 22% | 26% | 93% |
| Health | 63% | 67% | 72% | 85% | 81% | 87% |
| Finance and insurance | 44% | 45% | 50% | 58% | 73% | 87% |
| Travel and tourism | 20% | 21% | 26% | 24% | 40% | 87% |
| News and media | 37% | 43% | 45% | 49% | 52% | 82% |
| Law and government | 38% | 35% | 44% | 52% | 58% | 80% |
| Arts and entertainment | 30% | 32% | 33% | 39% | 41% | 78% |
| Real estate | 10% | 12% | 16% | 16% | 19% | 76% |
| Business services and industry | 29% | 26% | 31% | 38% | 48% | 76% |
| Hobbies and leisure | 27% | 24% | 30% | 37% | 49% | 76% |
| Occasions and gifts | 42% | 34% | 36% | 40% | 49% | 74% |
| Food and groceries | 31% | 33% | 35% | 32% | 39% | 74% |
| Retail and online shops | 21% | 18% | 21% | 22% | 37% | 69% |
| Home and garden | 24% | 18% | 21% | 24% | 41% | 65% |
| Internet and telecoms | 24% | 23% | 20% | 27% | 34% | 57% |
| Sports and fitness | 26% | 25% | 23% | 23% | 31% | 44% |
| Computers and electronics | 18% | 15% | 17% | 18% | 25% | 42% |
| Beauty and personal care | 20% | 19% | 23% | 20% | 18% | 28% |
| Apparel and fashion | 2% | 3% | 4% | 4% | 6% | 20% |
The differences between topics are bigger than the changes over time: in the same month, AI answers almost every search in one area and hardly any in another. It is worth checking your own keywords separately, because the market average can be misleading.
Where there is a product block, AI Overviews are rare
In the late-October follow-up check, the product block (product cards with price and image) and the AI Overview almost never appeared together. Desktop shows the same picture: 1% and 31%. This explains much of the low share in the bottom-ranked topics. Sports is different: searches for results and league tables are answered by Google’s knowledge panel.
Product block and AI Overview by topic
The six topics with the highest product block share. Yellow: product block (follow-up check, mobile). Green: AI Overview (Sep-Oct 2026).
For online shops, the product block is the main battleground, and the quality of product data (price, stock, ratings, product feed) decides the outcome. For searches about services, finance or travel, however, an AI Overview now typically appears above the results.
Which keywords? Length and search volume
Keyword length
83% of one-word searches have an AI Overview, compared with 69% and 70% for two- and three-word searches and 78% for searches of five or more words. AI Overviews are most common for the shortest and the longest searches.
Monthly search volume
For the highest-volume keywords, above 10,000 searches a month, the share is lower at 58%: many of these are brand, product and results searches, where Google’s own boxes (knowledge panel, product block, sports results) provide the answer. The sample in this band is small, so the figure is indicative.
Source: Markestic research, follow-up check, 28 October 2026, mobile.
Expect AI Overviews not only for long, question-style searches: they are most common for one-word, generic terms too. For the highest-volume terms, however, Google’s own boxes often still provide the answer.
Topics
All 22 topics: the one-year change and the trend. Click to see today’s share, real searches that AI already answers, those that have just gained an AI Overview and those that still have none, plus the most common sources. Monthly search volume is shown next to each search.
Occasions and gifts
42% → 74%
Today: 74% on mobile, 72% on desktop. AI Overview share: 42% (Nov-Dec 2025) → 74% (Sep-Oct 2026).
Most holiday-related searches are already answered by an AI Overview; Facebook and Pinterest are also common sources.
Already answered by an AI Overview
- “karácsony”40,500
- “virág névnapra”3,600
- “névnapi ajándékok”1,000
Not a year ago, but now
- “valentin nap 2026”5,400
- “karácsony menük”4,400
- “téli napforduló”4,400
No AI Overview
- “mikulás sapka”1,000
Most common sources
- facebook.com21%
- pinterest.com13%
- Wikipedia10%
Share of the topic’s AI Overviews that cite the source
Family and community
46% → 96%
Today: 96% on mobile, 91% on desktop. AI Overview share: 46% (Nov-Dec 2025) → 96% (Sep-Oct 2026).
Factual “how much” questions (minimum wage, tax allowances) almost always get an AI Overview.
Already answered by an AI Overview
- “minimálbér 2025”27,100
- “bérminimum 2026”2,900
- “skorpió napi horoszkóp”1,600
Not a year ago, but now
- “napi horoszkop”9,900
Most common sources
- facebook.com26%
- Wikipedia19%
- borsonline.hu15%
Share of the topic’s AI Overviews that cite the source
Health
63% → 87%
Today: 87% on mobile, 87% on desktop. AI Overview share: 63% (Nov-Dec 2025) → 87% (Sep-Oct 2026).
This topic already had the highest share at the end of 2025: 63% of keywords. Symptom searches now typically get an AI Overview, drawn mainly from webbeteg.hu, hazipatika.com and government sources.
Already answered by an AI Overview
- “endometriózis tünetei”3,600
- “vérmérgezés tünetei”1,900
Not a year ago, but now
- “depresszió tesztek”2,400
- “gyógyszeradagoló”1,900
Most common sources
- webbeteg.hu42%
- hazipatika.com40%
- egeszsegvonal.gov.hu30%
Share of the topic’s AI Overviews that cite the source
Food and groceries
31% → 74%
Today: 74% on mobile, 52% on desktop. AI Overview share: 31% (Nov-Dec 2025) → 74% (Sep-Oct 2026).
In autumn 2026, AI Overviews appeared en masse for recipes of traditional dishes.
Already answered by an AI Overview
- “gnocchi recept”8,100
- “petrezselymes krumpli”8,100
- “bableves recept”8,100
Not a year ago, but now
- “krumplifőzelék”40,500
- “tökfőzelék recept”14,800
- “sertéspörkölt”9,900
No AI Overview
- “bolognai spagetti”12,100
Most common sources
- streetkitchen.hu34%
- nosalty.hu33%
- mindmegette.hu29%
Share of the topic’s AI Overviews that cite the source
News and media
37% → 82%
Today: 82% on mobile, 80% on desktop. AI Overview share: 37% (Nov-Dec 2025) → 82% (Sep-Oct 2026).
Large numbers of weather searches gained an AI Overview in autumn 2026, even high-volume terms containing a brand name.
Already answered by an AI Overview
- “időkép előrejelzése”6,600
- “paksi atomerőmű leállítás”1,900
- “időjárás 17 kerület”1,600
Not a year ago, but now
- “időkép budapest”165,000
- “30 napos időjárás előrejelzés miskolc”9,900
No AI Overview
- “halálos iramban”22,200
Most common sources
- Wikipedia23%
- facebook.com15%
- idokep.hu14%
Share of the topic’s AI Overviews that cite the source
Hobbies and leisure
27% → 76%
Today: 76% on mobile, 60% on desktop. AI Overview share: 27% (Nov-Dec 2025) → 76% (Sep-Oct 2026).
Recipe searches have changed a lot: Google summarises recipe sites (mindmegette, nosalty, streetkitchen). Specific products (games, devices) get no AI Overview.
Already answered by an AI Overview
- “csirkemell receptek”40,500
- “aranygaluska recept”12,100
- “krumplisaláta”12,100
Not a year ago, but now
- “tojáskrém”22,200
- “tejbegríz recept”12,100
- “bakonyi sertésszelet”9,900
No AI Overview
- “gta v”2,900
- “meta quest 3s”2,900
Most common sources
- mindmegette.hu52%
- nosalty.hu52%
- streetkitchen.hu43%
Share of the topic’s AI Overviews that cite the source
Real estate
10% → 76%
Today: 76% on mobile, 78% on desktop. AI Overview share: 10% (Nov-Dec 2025) → 76% (Sep-Oct 2026).
One of the most striking shifts: the share rose from 10% at the end of 2025 to 76%, with many rental and house-for-sale searches gaining an AI Overview in autumn 2026. Specific addresses in the sample had no AI Overview.
Already answered by an AI Overview
- “albérlet budapest”12,100
- “kiadó lakás győr”1,900
Not a year ago, but now
- “eladó ház budapest”4,400
- “albérlet székesfehérvár”2,400
- “albérlet nyíregyháza”1,900
Most common sources
- ingatlan.com51%
- facebook.com49%
- zenga.hu30%
Share of the topic’s AI Overviews that cite the source
Internet and telecoms
24% → 57%
Today: 57% on mobile, 59% on desktop. AI Overview share: 24% (Nov-Dec 2025) → 57% (Sep-Oct 2026).
Searches for services and packages get an AI Overview; specific devices (phone models) typically do not.
Already answered by an AI Overview
- “starlink internet”2,400
- “domain név ellenőrzés”590
- “digi tv csomagok”480
Not a year ago, but now
- “ki hívott erről a számról”2,400
- “kábelcsatorna”4,400
No AI Overview
- “telefonszám tudakozó”22,200
- “samsung galaxy s25 ultra”14,800
Most common sources
- telekom.hu19%
- facebook.com17%
- apple.com11%
Share of the topic’s AI Overviews that cite the source
Vehicles
37% → 96%
Today: 96% on mobile, 94% on desktop. AI Overview share: 37% (Nov-Dec 2025) → 96% (Sep-Oct 2026).
Searches for car models almost always get an AI Overview now; the most common source is hasznaltauto.hu (in 69% of AI Overviews).
Already answered by an AI Overview
- “toyota land cruiser”12,100
- “opel astra g”12,100
- “mercedes benz w124”8,100
Not a year ago, but now
- “skoda superb”22,200
- “ford kuga”18,100
- “mazda cx-5”12,100
Most common sources
- hasznaltauto.hu69%
- kocsi.hu28%
- totalcar.hu26%
Share of the topic’s AI Overviews that cite the source
Law and government
38% → 80%
Today: 80% on mobile, 76% on desktop. AI Overview share: 38% (Nov-Dec 2025) → 80% (Sep-Oct 2026).
Legal and admin questions now get an AI Overview for 80% of keywords. Election-related searches in the sample showed no AI Overview.
Already answered by an AI Overview
- “családi kedvezmény 2025”12,100
- “1 m3 gáz ára”1,900
Not a year ago, but now
- “2026 felvételi”3,600
- “víz világnapja”6,600
- “duna vízállás budapest”5,400
No AI Overview
- “népszavazás”1,900
- “szavazás részvétel”1,000
Most common sources
- Wikipedia31%
- kormany.hu27%
- jogtar.hu13%
Share of the topic’s AI Overviews that cite the source
Retail and online shops
21% → 69%
Today: 69% on mobile, 58% on desktop. AI Overview share: 21% (Nov-Dec 2025) → 69% (Sep-Oct 2026).
Here Google’s own Business Profile and Maps data are the most common source (in 44% of AI Overviews). Searches for specific sales and stores in the sample rarely had an AI Overview.
Already answered by an AI Overview
- “ünnepi nyitvatartás”4,400
Not a year ago, but now
- “online rendelés”1,600
No AI Overview
- “h&m leárazás”1,000
- “trendyol”5,400
Most common sources
- Google (Business Profile, Maps)44%
- facebook.com19%
- tesco.hu16%
Share of the topic’s AI Overviews that cite the source
Arts and entertainment
30% → 78%
Today: 78% on mobile, 78% on desktop. AI Overview share: 30% (Nov-Dec 2025) → 78% (Sep-Oct 2026).
List-type searches such as “what films” increasingly get an AI Overview; Facebook and Wikipedia are the main sources.
Already answered by an AI Overview
- “m4 műsor ma”5,400
- “trombita”2,400
Not a year ago, but now
- “akció filmek”9,900
- “adam sandler film”22,200
- “jackie chan filmek”8,100
No AI Overview
- “elit mozi”4,400
- “adele”5,400
Most common sources
- facebook.com37%
- Wikipedia24%
- Wikipedia (non-Hungarian)14%
Share of the topic’s AI Overviews that cite the source
Jobs and education
26% → 100%
Today: 100% on mobile, 96% on desktop. AI Overview share: 26% (Nov-Dec 2025) → 100% (Sep-Oct 2026).
One of the biggest increases: from 26% at the end of 2025 to 100%. In the late-October follow-up check every mobile search had an AI Overview, job searches included.
Already answered by an AI Overview
- “munkahely”8,100
- “állás szekszárd”2,400
- “önéletrajz készítő ingyen”1,900
Not a year ago, but now
- “angol érettségi”9,900
- “állás budapest”9,900
- “önéletrajz sablonok”4,400
Most common sources
- profession.hu30%
- oktatas.hu25%
- jooble.org25%
Share of the topic’s AI Overviews that cite the source
Home and garden
24% → 65%
Today: 65% on mobile, 65% on desktop. AI Overview share: 24% (Nov-Dec 2025) → 65% (Sep-Oct 2026).
Simple product categories (doormats, plant stands) gained AI Overviews in autumn 2026; for more expensive, complex products they are still rare.
Already answered by an AI Overview
- “masszázságy”2,900
- “freskó”1,300
Not a year ago, but now
- “lábtörlő”2,900
- “nyúlketrec”2,900
- “virágállvány”2,900
No AI Overview
- “bakelit lejátszó”4,400
- “gázkonvektor”4,400
Most common sources
- facebook.com35%
- Google (Business Profile, Maps)12%
- Wikipedia12%
Share of the topic’s AI Overviews that cite the source
Finance and insurance
44% → 87%
Today: 87% on mobile, 89% on desktop. AI Overview share: 44% (Nov-Dec 2025) → 87% (Sep-Oct 2026).
Tax and admin questions almost always get an AI Overview. Searches for specific exchange rates and share prices do not: Google shows its own rate box instead.
Already answered by an AI Overview
- “szja bevallás 2026”6,600
- “adófolyószámla lekérdezés”5,400
- “adónk 1 százaléka”3,600
Not a year ago, but now
- “tőzsde”14,800
- “számviteli törvény”6,600
- “részvénypiac”6,600
No AI Overview
- “euró forint árfolyam”14,800
- “mbh részvény”4,400
Most common sources
- money.hu29%
- otpbank.hu25%
- bankmonitor.hu22%
Share of the topic’s AI Overviews that cite the source
Apparel and fashion
2% → 20%
Today: 20% on mobile, 22% on desktop. AI Overview share: 2% (Nov-Dec 2025) → 20% (Sep-Oct 2026).
The least affected topic: three quarters of the searches in the sample are transactional, and half of the search results pages show a product block or a price comparison site.
Not a year ago, but now
- “esőkabát”2,900
- “nadrágkosztüm”1,600
No AI Overview
- “platform cipő”1,600
- “garmin óra”1,900
Most common sources
- hm.com21%
- arukereso.hu21%
- Wikipedia (non-Hungarian)16%
Share of the topic’s AI Overviews that cite the source
Sports and fitness
26% → 44%
Today: 44% on mobile, 40% on desktop. AI Overview share: 26% (Nov-Dec 2025) → 44% (Sep-Oct 2026).
Searches for results and league tables are answered by Google’s knowledge panel, without an AI Overview.
Already answered by an AI Overview
- “budai jégpálya”1,000
- “női vízilabda meccs ma”1,000
Not a year ago, but now
- “f1 hírek”8,100
- “férfi kézilabda bl”1,900
No AI Overview
- “vb meccsek”165,000
- “foci vb tabella”90,500
Most common sources
- facebook.com32%
- Google (Business Profile, Maps)26%
- Wikipedia (non-Hungarian)24%
Share of the topic’s AI Overviews that cite the source
Computers and electronics
18% → 42%
Today: 42% on mobile, 38% on desktop. AI Overview share: 18% (Nov-Dec 2025) → 42% (Sep-Oct 2026).
Specific product models typically get no AI Overview; searches for software and concepts increasingly do.
Already answered by an AI Overview
- “e számlázás”3,600
- “megafon”6,600
Not a year ago, but now
- “office 365”49,500
- “geforce”2,900
No AI Overview
- “airpods pro 2”12,100
- “ryzen 7 5800x”1,900
- “jbl xtreme”1,600
Most common sources
- reddit.com14%
- facebook.com14%
- unixauto.hu14%
Share of the topic’s AI Overviews that cite the source
Beauty and personal care
20% → 28%
Today: 28% on mobile, 26% on desktop. AI Overview share: 20% (Nov-Dec 2025) → 28% (Sep-Oct 2026).
The share barely changed in a year. Hairstyle and skincare advice now gets an AI Overview; perfume and product searches do not.
Already answered by an AI Overview
- “koreai arcápolás”1,600
Not a year ago, but now
- “férfi frizurák”2,400
- “fiatalos rövid haj”1,900
- “bubi frizura 60 felett”1,000
No AI Overview
- “parfum”18,100
- “női parfümök”4,400
Most common sources
- dm.hu32%
- notino.hu24%
- Google (Business Profile, Maps)20%
Share of the topic’s AI Overviews that cite the source
Travel and tourism
20% → 87%
Today: 87% on mobile, 84% on desktop. AI Overview share: 20% (Nov-Dec 2025) → 87% (Sep-Oct 2026).
Here most AI Overviews load late, after the page has rendered. The main source is Google’s own Business Profile and Maps data.
Already answered by an AI Overview
- “autóbérlés budapest”3,600
- “spa budapest”2,400
- “hétvégi programok győr és környékén”1,300
Not a year ago, but now
- “autóbusz menetrendek”40,500
- “intercity vonatok menetrendje”4,400
- “tiszafüred strand”2,900
Most common sources
- Google (Business Profile, Maps)44%
- facebook.com26%
- szallas.hu19%
Share of the topic’s AI Overviews that cite the source
Business services and industry
29% → 76%
Today: 76% on mobile, 72% on desktop. AI Overview share: 29% (Nov-Dec 2025) → 76% (Sep-Oct 2026).
Calendar, calculator and admin searches gained AI Overviews; specific products (paints) have none.
Already answered by an AI Overview
- “eladó konténer”1,300
- “köztartozásmentes”1,300
Not a year ago, but now
- “munkaidő naptár 2026”33,100
- “nettó bérkalkulátor 2026”5,400
No AI Overview
- “hammerite festék”1,900
- “sötétkék falfesték”590
Most common sources
- facebook.com24%
- ingatlan.com18%
- zenga.hu12%
Share of the topic’s AI Overviews that cite the source
Hospitality
17% → 93%
Today: 93% on mobile, 89% on desktop. AI Overview share: 17% (Nov-Dec 2025) → 93% (Sep-Oct 2026).
This is where the share grew most: from 17% at the end of 2025 to 93%. Google almost always loads the AI Overview late here, and 62% of AI Overviews cite Google’s own Business Profile data.
Not a year ago, but now
- “melegszendvics”3,600
- “hagyományos frankfurti leves”2,400
- “olcsó kaják”1,000
Most common sources
- Google (Business Profile, Maps)62%
- facebook.com33%
- foodora.hu21%
Share of the topic’s AI Overviews that cite the source
Keywords were assigned to topics using Google’s own categories, so some searches could also fit another topic.
Who does Google cite?
Only 8% cite no website from the top ten classic results. Among platforms, Facebook is the most cited source.
Platforms and website types among AI Overview sources
Share of AI Overviews citing each as a source (28 October 2026, mobile and desktop combined)
The AI mostly draws on Hungarian websites and most often cites those on the first page, but what the AI says about a company does not depend on its website alone. A Facebook page and a Google Business Profile can be sources too, so maintaining them is part of AI visibility.
What does this mean for businesses?
Expect fewer clicks
Where there is an AI Overview, users get their answer on the search results page itself. Informational, content-led websites can expect fewer clicks even if their rankings stay the same.
Good organic rankings matter
More than half of AI Overviews also cite the website of the first organic result.
Your Google Business Profile and Facebook page are sources too
In hospitality, travel and retail, Google’s own Business Profile data feed into the AI answer, and in many topics so does the content of Facebook pages.
The right move depends on the topic
In fashion and beauty, product pages and ads are still the main battleground. In finance, legal and health topics, the AI Overview is already the norm.
Markestic AI trend report, October 2026. Google Hungary, Hungarian language. Stored search results pages for 10,000 keywords from 142 websites between November 2025 and October 2026, calibrated by topic with the follow-up check of 28 October 2026.
Who appears in the AI Overviews for your keywords?
In the Profit Diagnosis we show you how many of your keywords trigger an AI Overview, who it cites, and what to do first.
If AI doesn’t cite you, nobody sees you
With AI SEO, we help your website become a source for Google’s AI Overviews and other AI answers, through content and technical optimisation.