Artificial intelligence powered search features are introducing new reputational challenges for brands, according to recent research that suggests Google’s AI generated Overviews may be more likely to present critical perspectives about companies compared with responses produced by ChatGPT.
The findings come from data analysis conducted by enterprise SEO platform BrightEdge, which examined how leading generative AI systems respond to queries about brands, products, and corporate reputation. The research indicates that Google’s AI Overviews were 44 percent more likely to include criticism of brands than responses generated by ChatGPT.
The emergence of generative AI in search results is rapidly changing how users access information online. AI generated summaries now appear directly within search interfaces, synthesising information from multiple sources and presenting it to users in conversational formats. While this development is intended to improve the search experience, it also introduces new dynamics for companies concerned about how their brands are represented in AI generated responses.
BrightEdge’s analysis suggests that AI driven summaries may highlight negative or critical information more frequently when responding to brand related queries. According to the research, this pattern may create reputational risks for organisations that rely heavily on search visibility and online perception to reach customers.
Marketing leaders have increasingly focused on how generative AI systems interpret and summarise brand related information across the web. Unlike traditional search results that present a list of links, AI generated answers combine multiple sources into a single narrative response. This approach can influence how users perceive brands because the summarised information appears as a direct answer rather than a set of references for users to explore independently.
Industry analysts note that this shift represents a significant change in how digital reputation is shaped. Search engines have historically functioned as gateways to external content, allowing users to evaluate multiple perspectives. In contrast, generative AI systems often provide condensed responses that may emphasise certain aspects of a topic while omitting others.
The BrightEdge study examined a range of brand related queries across industries including consumer goods, travel, and technology. Researchers compared how AI systems responded when asked about brand trust, product quality, or corporate reputation.
According to the analysis, Google’s AI Overviews frequently included references to complaints, criticisms, or potential drawbacks associated with brands. These responses were often drawn from user reviews, public commentary, and news coverage available across the web.
ChatGPT responses, by comparison, were less likely to emphasise negative commentary when summarising brand related information. While both AI systems relied on publicly available data, the presentation style and summarisation methods appeared to differ.
Experts say the findings highlight the growing influence of generative AI on brand perception in digital environments. As AI driven search tools become more widely used, companies may need to adapt their digital marketing and reputation management strategies to account for how AI systems interpret online content.
Search engine optimisation has traditionally focused on improving rankings for web pages in search results. However, the rise of AI generated answers introduces new challenges because brands may not have direct control over how information is summarised within AI responses.
For chief marketing officers and digital strategy teams, this development raises questions about how to monitor and manage brand narratives in AI powered search environments. Companies may need to track how generative AI systems respond to brand related queries and identify patterns in how information is presented.
Industry observers suggest that content quality, transparency, and consistent brand messaging could become even more important as AI models draw from a wide range of online sources to generate responses.
The research also reflects broader changes taking place in the search ecosystem. Major technology companies are integrating generative AI capabilities into their platforms as they compete to redefine how people access information online.
Google introduced AI Overviews as part of its efforts to transform traditional search results into more interactive experiences powered by generative AI. The feature aims to provide users with quick summaries that answer complex questions without requiring them to open multiple web pages.
At the same time, conversational AI tools such as ChatGPT have become widely used for information retrieval, research assistance, and general knowledge queries.
The growing adoption of these tools has created a new landscape where AI systems influence how users discover brands, products, and services.
Marketing professionals are increasingly studying how AI platforms evaluate brand information, particularly as these systems rely on machine learning models trained on large volumes of publicly available data.
Reputation signals such as customer reviews, media coverage, social media discussions, and expert commentary can all contribute to how AI systems summarise brand related topics.
As a result, companies may find that AI generated responses reflect the broader digital conversation surrounding their brands rather than carefully curated marketing messages.
Some analysts suggest that this development could encourage organisations to invest more in reputation monitoring, public relations, and content strategies that build trust across digital platforms.
For marketing leaders, understanding how generative AI systems interpret brand information may become a critical component of digital strategy.
As AI driven search continues to evolve, the relationship between brands and online information ecosystems is likely to grow more complex. Companies that monitor how AI systems present their brand narratives may be better positioned to respond to reputational challenges and maintain credibility in an increasingly AI mediated information environment.