AI Overviews now show on over 80% of branded searches. In early September it was 26%

Google’s AI Overviews appeared on more than 80% of tracked branded searches by the end of September, according to data from DemandSphere. On 1 September the share was about 26%. The search data firm published the figures on 1 October. Google has not announced a change.

DemandSphere tracks branded keywords every day across markets and devices on its DemandMetrics platform. It counts an AI Overview whenever one appears, whether or not it cites the brand.

DemandSphere saw the share jump on 18 September

From 1 to 17 September the rate stayed between roughly 27% and 35%. On 18 September it rose to 57.43%. A second jump came on 26 and 27 September, with a peak of 90.48% on 27 September. By the end of the month it held above 80%.

Nectiv found AI Overviews for 93 of 100 big brands

A separate test points the same way. Chris Long, co-founder of the agency Nectiv, checked 100 large brands using the SerpApi tool. AI Overviews showed for 93 of them. The list included Reddit, Salesforce, Mailchimp and Facebook, Search Engine Land reported.

Neither dataset measured clicks. So it is not yet clear how much traffic brands lose. Earlier research on general searches found that AI Overviews halve clicks on the top result. In a separate field study, AI Mode cut clicks to websites by 18.8 points.

Google now puts an AI summary above the brand’s own link

A search for a brand name usually sends people straight to that brand’s site. An AI summary now often sits above that link. Search Engine Land advises brands to check which sources Google cites and whether the summary is accurate.

Brands can check the traffic side today. In Google Search Console, filter queries that contain the brand name. Then compare clicks and click rate for the first and last weeks of September. A drop after 18 September may be the first sign.