A new BrightEdge analysis reveals significant inconsistencies in how major AI search systems, like ChatGPT and Google’s AI Overviews, handle brand recommendations. In evaluating tens of thousands of identical queries, results showed minimal overlap, with Google’s AI Overview offering the broadest brand mentions. While it averaged over six brand references per query, ChatGPT only provided about two, and AI Mode yielded even fewer. Searches indicating buying intent showed brand mentions roughly two-thirds of the time. Notably, platforms exhibit varying approaches to citations; Google frequently includes source visibility, while ChatGPT often relies on recognized brands from its training data, lacking traceable citations. This fragmentation in visibility indicates that traditional search optimization remains crucial, yet brand awareness is increasingly influential. Brands must navigate these different AI filters to enhance their visibility, adapting strategically to either leverage established SEO practices or engage in newer citation networks for improved discovery.
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