Google’s AI Overviews and AI Mode and OpenAI’s ChatGPT often give consumers different brand recommendations – a potential warning sign for marketers chasing AI visibility – according to a new BrightEdge analysis.
The big picture. ChatGPT and Google’s AI Mode and AI Overviews disagreed on brand recommendations nearly two-thirds of the time (61.9%), according to BrightEdge’s analysis of tens of thousands of identical prompts.
By the numbers. Just 33.5% of queries included brands across all three platforms, and only 4.6% had no brands mentioned anywhere. Other key findings:
Google AI Overviews dominate: Google’s AI Overviews surfaced brands in 36.8% of queries, while ChatGPT led in just 3.9%.
Brand density: Google AI Overviews averaged 6.02 brands per query, more than 2.5x higher than ChatGPT’s 2.37 and far ahead of AI Mode’s 1.59.
Silence rates: ChatGPT offered no brand mentions in 43.4% of queries. Google AI Mode stayed silent 46.8% of the time, compared to just 9.1% for AIO.
The citation paradox. The study also uncovered stark differences in citation behavior:
ChatGPT mentions more than it cites, with 3.2x more brand mentions (2.37) than citations (0.73).
Google AI Overviews cites far more than it mentions (14.30 citations vs. 6.02 mentions).
Google AI Mode shows an even bigger gap — 6x more citations than mentions (9.49 vs. 1.59).
This data may suggest that ChatGPT’s responses lean heavily on its training patterns, while Google emphasizes visible source attribution.
Where platforms align. The rare moments of brand alignment depended on query intent:
Compare queries: 80% same-brand agreement.
Buy queries: 62%.
Where queries: 38%.
Best queries: 23%.
Industry breakdown. Disagreement rates also varied by sector:
Healthcare: 68.5%
Education: 62.1%
B2B Tech: 61.7%
Finance: 57.9%
Ecommerce: 57.1% (lowest)
Why we care. For brands, these findings highlight a volatile AI landscape where visibility is far from guaranteed – and often inconsistent. As BrightEdge notes, the fragmentation creates “massive untapped visibility opportunities” for companies optimizing for generative search.
The report. ChatGPT vs Google AI: 62% Brand Recommendation Disagreement
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
