Google has started inserting AI-generated summaries — called AI Overviews — directly into a large share of branded searches. That matters because these summaries can change which pages users see first, which sources Google credits, and whether people click through to a brand’s website even when its organic ranking hasn’t moved.

What the data shows

Two independent datasets tracked a sharp rise in AI Overviews on branded queries during September. DemandSphere reported AI Overviews on 26.12% of its tracked branded queries on September 1, jumping to 90.48% on September 27 and 82.06% on September 29. DemandSphere covers multiple markets and devices but has not disclosed how many keywords it monitors.

Ahrefs, using a U.S. desktop sample, found AI Overviews on 65.1% of branded keywords in August and 82.91% on September 29. Both providers agree the feature appeared for more than 80% of branded searches by the end of September, though they differ on the timing and magnitude of the increase.

Industry observers independently confirmed the trend. Chris Long reported AI Overviews for 93 of 100 enterprise brand queries, and Search Engine Roundtable’s Barry Schwartz saw similar results for many brands, with exceptions such as Google’s own brand name and some news publishers. Google has not announced any change explaining this shift.

DemandSphere’s daily numbers also show volatility: the share rose to 57.43% on September 18, dropped to 31.15% the next day, oscillated for a week, then climbed to 69.21% on September 26 and stayed high. That pattern suggests Google may still be experimenting with when and where to show these summaries.

Why marketers should care

Branded queries are usually high-intent: people searching for a company or product generally want the brand’s site. An AI Overview inserted above or alongside organic results can intercept that intent by delivering a synthesized answer, spotlighting third-party sources, or even introducing competitors into the response.

Two important limits to the headline numbers: DemandSphere recorded only whether an AI Overview appeared for a branded query, not whether the brand itself was mentioned or cited within the Overview. In other words, the data shows frequency of the feature, not how brands are portrayed inside it.

How to monitor branded visibility now

If AI Overviews persist on branded searches, monitoring must go beyond traditional rank tracking. Treat the AI Overview as an additional search surface to track and interrogate.

  • Identify which branded queries trigger AI Overviews. Track those queries separately so you can see whether an Overview appears in place of—or alongside—your organic listing.
  • Measure CTR changes in Google Search Console. Compare CTR for branded queries during a full week before the Overviews appeared with a full week after. Use CTR rather than raw clicks to control for demand fluctuations.
  • Inspect the Overview as a user would. Search while signed out or in an incognito window. Note whether your brand is mentioned, which pages are cited, and whether competitors or third-party sources are introduced.
  • Prioritize the pages Google cites. If rankings are stable but CTR falls, the AI Overview’s cited pages are the place to start. Update, clarify or consolidate the likely-cited pages—product pages, company pages, FAQs and support articles—and ensure they clearly present authoritative, up-to-date information.
  • Log changes and watch volatility. Because the feature’s presence has varied day-to-day, continuous monitoring will show whether a change is transient experimentation or a persistent shift in how branded searches behave.

Implications and what to watch next

The expansion of AI Overviews changes the “right to own” dynamic for branded search. Even if you retain the top organic spot, a summary that surfaces alternative sources or a competitor can reduce direct traffic from brand queries. That forces marketers to treat AI Overviews as part of search presence management: monitor, diagnose, and (when needed) adjust the on-site content and signals that feed Google’s synthesis.

Watch three developments closely: whether Google clarifies how it selects sources and content for AI Overviews; whether the feature stabilizes across regions and devices; and whether brands consistently appear and are cited inside generated answers. Those signals will tell whether this is an ongoing change in search behavior or a temporary experiment.