Czech Search users have had AI Overviews since May 20, 2025. In Czech, the feature is called Přehledy od AI, and according to Help, users can't turn it off.
You have products in Merchant Center and keep reading that decisions about them are now made somewhere in AI. The question is which of those claims rest on Google Help and which don't.
I'll go through Google's announcement and three Help pages: for Search, for Merchant Center and for Search Console.
AI Overviews in Czechia: since when and what we know
The date is backed by Google's announcement from May 20, 2025: "As of today, these useful, synthesized overviews from generative AI are available to Czech Search users too."
Search Help adds one sentence about the feature: "The feature can't be turned off." That sentence is about the Search user. It says nothing about websites.
Alongside AI Overviews, there is a separate feature, AI Mode in Google Search. For the conversational attributes in Merchant Center, Help names AI Mode specifically.
Merchant Center products and the six conversational attributes
Merchant Center Help has one sentence about products and AI. According to it, conversational attributes "help AI systems and conversational agents better understand specific details" of a product. By submitting the attributes, you help customers find product information on AI-powered platforms, "such as AI Mode in Search and others". At the same time, you help improve traditional search too.
AI Overviews are not in that sentence. So Help does not promise that a product with these attributes filled in will show in AI Overviews.
There are exactly six fields.
| Attribute in the feed | Name in Help | Example of data an e-shop usually has |
|---|---|---|
question_and_answer | Question and answer | customer support questions with their answers |
document_link | Document link | a manual or data sheet as a PDF on the website |
related_product | Related product | accessories and compatible parts from the product page |
item_group_title | Item group title | the name you keep the variants under in your catalog |
variant_option | Variant option | the details that set the variants apart |
popularity_rank | Popularity rank | your own sales numbers from orders |
These fields get into Merchant Center in the product feed like any other attribute. And the e-shop usually already has the data for them. An e-shop selling coffee machines gets the same capsule compatibility question in support over and over, and that question-and-answer pair is a candidate for the Question and answer attribute. A filter or descaler for the same coffee machine is a candidate for Related product.
Product highlight [product_highlight] is not among those six. Help lists a minimum of 2 and a maximum of 100 values per product for it and recommends 4 to 6. Example: a product has one value. You add four more and land in the recommended range.
Material, gender, age group and size are fields from the product data specification, not conversational attributes. And the conversational agents from the quoted sentence are a different topic than Search: I cover what Google and OpenAI have documented about AI shopping agents separately.
Measurement: what Search Console shows and what you can't measure in Czechia
Search Console has a separate Generative AI performance (Search) report for performance in AI features. It is separate from the standard Performance report, and since August 31, 2026, all sites have it. It is not a filter or a dimension in the standard report.
The Search Central documentation on AI features adds that sites shown in AI features are counted in the overall search data, under the Web search type. Read the overall data and the separate report side by side: traffic from AI features is in the overall data, and generative AI performance also has its own report.
Evaluate a feed change against a control group of products from the same catalog. My feed enrichment measurements on four client Performance Max accounts rest on this method too. You'll find the numbers, with caveats, in the article on AI Max for Shopping campaigns.
According to Google Ads Help, ads in AI Overviews are currently available in English on mobile and desktop, in twelve countries. Czechia is not one of them. They are text ads and Shopping ads from Search, Shopping and Performance Max campaigns. The restriction is by language and territory: English and twelve countries, not including Czechia. An ad in Czech or targeting Czechia doesn't fall within that availability. On the other hand, an advertiser based in Czechia who targets one of those twelve countries in English is not affected by the restriction.
Decision
Does your ad fall within the availability of ads in AI Overviews?
Is the ad in a language other than English, for example Czech?
Yes It doesn't fall within the availability.No
Does the campaign target a country outside those twelve, for example Czechia?
Yes Even an English ad doesn't fall within it.No
- An English text ad or Shopping ad from Search, Shopping or Performance Max campaigns targeting one of the twelve countries falls within the availability, even if an advertiser from Czechia runs it.
Merchant Center is preparing reports on AI performance. Its Help page marks them as "coming soon", and they are to roll out in the US, Canada, Australia, India and New Zealand. Czechia is not on that list.
What to do with the feed now
Start with part of the catalog. For example, with the products with the highest revenue. With a small catalog you'll pick differently than with a large one.
Where to get the data?
- Questions that keep coming into customer support, with their answers.
- Manuals and data sheets you have on your website as PDFs.
- Accessories and compatible parts you already offer with the product today.
You can add the values without a developer through a supplemental feed in Merchant Center. That article has the process and a template.
Attributes won't help a disapproved product. First resolve disapproved products in Merchant Center, and only then touch the conversational attributes.
Summary
- The launch date in Czechia is May 20, 2025. A Search user can't turn off AI Overviews, and Help is talking about the user, not the website.
- There are six conversational attributes. For them, Help names AI Mode in Search and traditional search. It is silent about AI Overviews.
- Product highlight doesn't belong to those six. The allowed range is 2 to 100 values per product. The recommendation is 4 to 6.
- Look for performance in AI features in its own report. Search Console has given it to all sites since August 31, 2026. You won't find a filter for it in the standard report.
- Availability of ads in AI Overviews depends on language and territory. Google Ads Help limits them to English and to twelve countries, not including Czechia.
- Measure a feed change against a control group. Pick products from the same catalog and start with those you have customer questions and documents on your website for.
What Help documents today leaves an e-shop mainly one job: have complete data about its products.
Open your catalog and pick the part for which you have customer support answers at hand. Add conversational attributes to it through a supplemental feed, and for Product highlight aim for the recommended 4 to 6 values. Leave the rest of the catalog unchanged as a control group, then compare the two parts with each other.
