Developing
Unconfirmed: it is not known how many queries are affected, whether the omission is intentional or whether labels will return.
In 60 seconds
- Some AI Overviews at the top of desktop results lack the label that the mobile version shows.
- Gabe saw it mainly for AI Overviews about shows or movies; many AI Overviews are still labelled.
- Separately, Semrush reported a drop in how often AI Overviews appear, which Schwartz attributes to a likely tracking bug because he sees them everywhere.
- Schwartz says he reached out to Google; the article includes no Google statement.
Impact Layer
- What changed
- Signs that Google's AI Overview labelling is inconsistent across devices and query types.
- Why it matters
- Labels tell users a result is AI-generated, and missing labels can change how people read and click on it.
- Who is affected
- SEOs, publishers and AI visibility analysts.
- Martech stack area
- SEO & Search, Content
- Stack impact
- If you track AI Overview presence, check for tracking gaps and test both desktop and mobile before reporting changes.
- Business impact
- Low Based on Search Engine Roundtable's report of one observation. The affected scope, start date, intent and the details of Semrush's data are not stated, and Schwartz says he could be wrong about the bug.
- Related technologies
- Related vendors
- What to watch
- A Google confirmation and whether labels return.
Barry Schwartz reported on Search Engine Roundtable on October 20, 2026 that some AI Overviews appear without the “AI Overview” label.
What was seen
- Glenn Gabe posted on X that morning. Some AI Overviews shown at the top of results, which the article compares to knowledge-panel-style features, lack the label on desktop.
- Schwartz: “The desktop version is missing the AI Overview label, while the mobile version has the AI Overview label.”
- Gabe observed this mainly for AI Overviews about shows or movies; many AI Overviews are still labelled.
- Separately, Semrush reported a drop in how often AI Overviews appear, which Schwartz attributes to a likely tracking bug because he sees them everywhere.
Google’s position
The article includes no statement; Schwartz says he reached out to Google.
Not stated
Whether Google has confirmed a bug or a cause, how many queries are affected, when the issue began beyond Gabe’s “this morning”, whether the desktop omission is intentional, whether labels will return and details of the Semrush data. Schwartz suspects a bug but says he could be wrong.
Our read
Treat AI Overview presence data as unsettled for now, and cross-check any tracker with manual checks.
Sources
- Search Engine Roundtable: Google Removes AI Overviews Labels On Some AI Overviews (opens in a new tab)
Source for the observation and what is not stated.