AI Overviews still lean non-branded, especially in early-stage queries. This chart reveals the breakdown between branded and non-branded content in Google’s generative results.

Essential Statistics

• 72% of AI Overview results are non-branded.
• Branded content appears in just 28% of generative summaries.
• B2C queries are more likely to include brands than B2B.
• Medical and finance categories have higher branded presence.

Key Takeaways

• Non-branded content dominates AI results.
• Branded content appears more in transactional or regulated industries.
• Brands can’t rely on name recognition to surface.
• Visibility requires utility-brand or not.
• Branded content wins when it delivers clarity, not just logos.

Actionable Insights

• Don’t assume your brand name guarantees AI visibility. The majority of content shown is non-branded, especially for discovery queries.
• Shift your focus to usefulness. Create content that answers questions and delivers fast value, regardless of brand equity.
• If you’re in a regulated vertical, lean into transparency. Medical, finance, and legal content shows more branded weight due to trust factors.
• Use your brand voice without over-branding. Google’s AI still favors utility over marketing fluff.
• Track how often your content appears in branded vs non-branded searches. GEO insights depend on query framing.
• Update your top-of-funnel content to match non-branded search behavior. Provide solutions first and brand later.
• Treat branded content as bottom-funnel reinforcement. Use it when the user is already comparing or ready to buy.

You don’t earn your spot in AI results just by being a brand. You earn it by being useful. – Neil Patel