AI Overviews Appear in Most Tracked Branded Queries

Google AI Overviews are appearing for more than 80% of the branded searches tracked by DemandSphere, according to Semrush. That is a substantial increase from Sept. 1, when the feature appeared for 26% of those queries. Google has not explained the reason for the change.

The figures describe the share of branded queries in DemandSphere’s tracking that show an AI Overview. They do not mean that an overview appears for every brand-related search, or that the same proportion applies to all searches on Google. The comparison is limited to the queries included in the tracking.

The available summary does not specify how many queries were tracked, which brands were included or the year associated with the Sept. 1 measurement. It also does not give a precise date for the latest figure. Those details would help readers assess the scope of the comparison and the time over which the increase occurred.

For marketers, the distinction between a branded query and a brand is important when interpreting the numbers. A single brand can be associated with different searches, and the reported percentage concerns the tracked queries rather than a count of companies. The figure should not be treated as a measure of how many brands have an AI Overview.

The reported increase also does not establish why Google is displaying the feature more often. With no explanation from Google, the data should be read as an observation about the tracked searches, not as evidence of a particular change in Google’s criteria. The summary does not describe the content of the overviews or their effect on traffic.

What this means for marketers

Check relevant brand searches directly and record when an AI Overview appears. Review the queries separately rather than assuming one result represents every search associated with a brand. When comparing observations over time, keep the search terms and dates clear, and avoid attributing changes to a specific cause without supporting evidence.