Brands dominate Google AI Mode, struggle in AI Overviews: Study
Published: July 30, 2025 at 10:46 am | Read Time: 2 minutes
Google’s AI search now runs in two modes. New data shows how brand presence, stability, and citations differ.
Google’s AI search divides into two distinct experiences: AI Mode and AI Overviews. Recent findings from thousands of prompts, shared exclusively by enterprise SEO platform BrightEdge, reveal that brands perform very differently across these modes.
By the numbers:
- AI Mode: Brands appear in 90% of responses, with 3.8 times more unique brands surfacing.
- AI Overviews: Brands are mentioned 43% of the time and show 30 times higher week-to-week volatility.
- Citations: AI Mode relies on 5 to 7 source cards per response, while AI Overviews include 20+ inline citations.
Why this matters
Search is no longer just about ranking positions — it's about presence. AI Mode offers brands a consistent and broad platform to reach users. On the other hand, AI Overviews are more volatile but provide clues about where Google’s algorithms may be headed.
What brands need to know
According to BrightEdge, brands should treat these two AI search modes differently:
- AI Mode: Acts as a broad and stable discovery engine. It has lower entry barriers and predictable patterns.
- AI Overviews: Functions as a selective, fast-changing curator with heavy citation requirements. It serves as a testing ground for new ranking signals.
Expert insight
Jim Yu, founder and executive chair at BrightEdge, explains that AI search in 2025 represents one strategy expressed through two distinct approaches. He notes, “The difference in brand inclusion and opposite volatility patterns reveals Google’s dual approach. AI Mode provides stable, broad discovery while AI Overviews test new ranking approaches with higher selectivity. Your opportunity? Build content that works for both — comprehensive enough for AI Mode’s breadth, authoritative enough for AI Overviews’ selectivity.”
For marketers and content creators, this means crafting material that balances wide appeal with strong expertise and trust signals. Understanding these modes can help brands maintain visibility and adapt to changes in AI-driven search results.
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