The answer is both simple and slightly frustrating: you likely already are, even if you didn't press a button to make it happen. Google's rollout strategy for AI Overviews has been less of a "launch day" and more of a progressive tide.

Here is exactly where we stand with the rollout as of late 2025, and what it means for your ads.

The Ai Overviews Timeline So Far

To understand where we are, it helps to look at the rapid acceleration we have seen over the last 18 months:

• Mid-2024 (US Launch): Google first deployed AI Overviews (formerly SGE) in the United States. Ads were initially limited to standard "above the fold" placements.

• August 2024 (UK Arrival): The organic AI summaries arrived on British shores. At this stage, ad integration was minimal for UK users while Google gathered engagement data.

• Early-to-Mid 2025 (Global Expansion): The feature rolled out to over 100 countries. Crucially, Google began testing embedded ads—placements that appear directly inside the AI's text response—in English-speaking markets, including limited tests in the UK.

• Now (November 2025): We are in the "scaling" phase. Ads within AI Overviews are now widely active for English-language queries in the UK. If you search for a commercial term today, there is a high probability you will see sponsored suggestions integrated into the answer.

When Can Advertisers Start Using Them?

Technically, right now.

There is no "switch" to flip. You do not need to apply for a beta or create a specific "AI Overview Campaign." Access is determined by your existing campaign setup.

You are automatically eligible to appear in these premium placements if you are running:

1. Performance Max Campaigns: This is Google's preferred vehicle. PMax assets are prioritised for the visual, shopping-heavy placements inside AI summaries.

2. Search Campaigns with Broad Match: Because AI queries are often conversational and long-tail (e.g., "what are the best hiking boots for wide feet in muddy terrain"), exact match keywords often miss them. Broad Match is the key that unlocks this inventory.

3. Shopping Campaigns: Standard shopping feeds are being pulled directly into the new comparison carousels embedded within the overviews.

What is Coming Next? (Q1 2026 Outlook)

While standard integration is live, two major features are still in the pipeline for full UK rollout:

• Ads in "AI Mode": This is distinct from the standard overview. It is the fully conversational, chat-based interface Google is testing. Ads here are currently in closed trials in the UK but are expected to open up to all advertisers by early 2026.

• Interactive Vertical Ads: We are waiting for the full rollout of booking-capable ads (for travel and dining) that allow users to reserve tables or flights directly inside the AI summary without visiting a landing page.

The Bottom Line

You do not need to wait for an invitation. If your campaigns are modernised—utilising Performance Max and properly structured data—you are already part of the rollout. The priority now is not access, but optimisation ensuring your assets are high-quality enough to be selected by the AI.