Brands excel in Google AI Mode but falter in AI Overviews: Study

Jul 30, 2025

Google AI Search

In an era where search algorithms are constantly evolving, the recent study by BrightEdge sheds crucial light on brand performance in Google’s AI-driven search landscape. This research distinctly divides the search process into two modes: AI Mode and AI Overviews, illustrating significant differences in brand visibility and consumer engagement.

The findings reveal that AI Mode is a powerhouse for brand presence, with a staggering 90% response rate including brands, showcasing 3.8 times more unique brands than its counterpart, AI Overviews—where brand mentions drop dramatically to 43%. This paradigm shift suggests that content strategies must adapt accordingly. AI Mode presents a reliable and broad discovery platform, allowing for better brand recognition without the accompanying complexities often seen in other formats.

Conversely, AI Overviews present a stark contrast. While they feature a higher density of citations—over 20 per response—the volatility in visibility is alarming, showcasing a remarkable 30-fold fluctuation week-to-week. This highlights the necessity for brands to cultivate distinct strategies for each mode: robust long-form content tailored for AI Mode is essential, but it must also possess the authority required to thrive in the more selective and unstable environment of AI Overviews.

Jim Yu, founder of BrightEdge, emphasizes that a dual strategy to content creation is essential. Brands must prioritize both comprehensive content for consistent visibility in AI Mode and authoritative material that can navigate the rapid shifts characteristic of AI Overviews. This dual focus is necessary not just for visibility but also for establishing trust and engagement with target audiences.

Furthermore, the integration of URL shortening techniques—like custom domains and short link makers—can play a pivotal role in optimizing brand presence across different search modes. Utilizing platforms like BitIgniter and LinksGPT can enhance URL efficiency, driving more traffic with streamlined links. The adaptability provided by these tools ensures that brands can maintain resilient online visibility, regardless of the search mode’s nature.

As businesses look to leverage their digital presence, understanding the mechanics behind each mode can lead to strategic advantages, particularly in enhancing search visibility through effective link management. Shortening URLs not only simplifies sharing but also ensures that brands maintain a coherent online narrative—a vital element whether in AI Mode’s expansive reach or the selective curation of AI Overviews.

To optimize visibility in this dynamic environment, brands should consider adopting strategic hashtags that resonate within the industry, such as #BitIgniter, #LinksGPT, and #UrlShortener. By effectively utilizing these strategies, brands can navigate the complexities of Google’s evolving AI search, ensuring that they remain competitive and visible in an ever-changing digital landscape.