On 9 September 2026, Search Engine Roundtable relayed two independent measurements: according to AlsoAsked, 97% of the answers shown in Google's People Also Ask box are now AI Overviews, up from 86% in August and 12.6% in July 2025; according to Allintitle, the share has reached 100% since August. This box of expandable questions was one of the last placements where a page could earn a click without holding the first organic position, and that space is closing. For a business based in Luxembourg that has built its content around its customers' questions, the stake moves from the click to the citation. Here are the figures, their limits and what we do with them.
The facts
- AlsoAsked, a question research tool founded by Mark Williams-Cook, analysed a sample of 19.2 million English-language queries made in 2026. The result, published on 9 September: 97% of the People Also Ask answers observed during the first week of September are AI Overviews, up from 86% in August. Its founder considers it "highly likely" that the 100% mark will be reached shortly.
- Allintitle, through its Also Ask Miner tool, which extracts these questions and their answers, records for its part 100% AI-generated answers in the same box since August 2026, according to its founder Saeed Khosravi. Both series come from proprietary, unaudited data, without confirmation from Google, and cover English-language queries.
- The starting point is documented: on 3 July 2025, the same source reported, again based on AlsoAsked data, that 12.6% of the answers in this box were generated by Google's AI, the remaining 87.4% quoting an excerpt from a web page. Fourteen months later, the proportion has flipped.
- What the box showed until now: below the first results, a list of questions related to the search, each one expanding to reveal an excerpt from a page with its link, on the model of featured snippets. What the box shows now: an answer written by Google's AI, in the AI Overviews format, with the sources Google chooses to cite. In France, AI Overviews have been live since 22 July 2026; no equivalent measurement exists to date for the People Also Ask box in French.
Why does this saturation point change the content strategy?
AI Overviews inside People Also Ask are nothing new: they have been documented since the summer of 2025, at 12.6%. What is new on 9 September is the measurement of the saturation point itself, with a quantified monthly slope: 86% in August, 97% in the first week of September according to AlsoAsked, and a reading of 100% at Allintitle as early as August. The two measurements differ slightly, most likely because of sampling methods, and they should be taken for what they are: readings by tool vendors, on English-language queries, that Google has neither confirmed nor commented on. Nothing suggests the French-speaking market is on a different timetable; nothing proves it either. The only way for a Luxembourg site to find out is to look at its own data.
For a business that has built years of content around its customers' questions, in French, English or German, this box was one of the few placements able to earn a click without holding the first organic position. That possibility is disappearing, and the effect on clicks has already been measured elsewhere: in its study of 4 February 2026 on 300,000 keywords taken from Search Console, Ahrefs finds a click-through rate in first position of 1.6% when an AI Overview is displayed, against 3.9% without one, 58% lower. Question-and-answer content becomes a channel for citation and awareness, with tracking indicators that differ from those of traffic: impressions in the generative AI report in Search Console, the share of AI answers that name the brand, searches for the company's name. This change enters the budget trade-off between informational content production and paid acquisition from this quarter.
In practice, three pieces of work. First, the inventory: list the pages built around a question, record their clicks and impressions over the last twelve months in Search Console, and isolate those whose impressions hold up while clicks fall, the signature of an answer now given on the results page. Next, the measurement of citations: the generative AI report in Search Console gives impressions in AI Overviews and AI Mode, without clicks or queries; it is completed by a panel of questions typed by hand, as we did for home insurance in Luxembourg. Finally, production: keep the structure that gets a page cited (a question as the heading, a direct answer in the first lines, sourced facts, an identified author), but stop writing generic answers that the AI phrases without citing anyone, and concentrate the effort on what an AI cannot produce on its own: proprietary data, client cases with figures, prices, lead times, local specifics. The GEO guide details this method.
AIxH's view
This shift is exactly the ground covered by our SEO agency in Luxembourg and our GEO agency in Luxembourg: measuring the share of content that is still clicked and the share that is now only cited, then adjusting production accordingly. We run this type of AI visibility audit question by question, on the queries that matter for your business, in the languages of your market. The first diagnosis is free: it is enough to settle whether your question-and-answer pages are still working for you, and in what form.
