How often does Google show an AI Overview on a branded query?

On the branded keywords DemandSphere tracks daily, AI Overview presence averaged 26.9 percent across 1 to 5 September 2026 and reached 82.1 percent on 29 September. The highest single day was 90.5 percent on 27 September.

When did AI Overviews start appearing on branded queries at scale?

The sustained rise began on 26 September 2026. Isolated spikes appeared earlier that month, on 18, 20, 23 and 24 September, and each fell back to the roughly 30 percent baseline within a day.

What is being measured?

The share of tracked branded keywords that returned a Google AI Overview on a given day, measured once per day per keyword across all markets and devices. Branded means queries containing a brand name.

AI Overviews on branded queries tripled in September

Chris Long shared some interesting observations on X and LinkedIn today and Barry Schwartz noted that he had covered it as well.

AI Overviews have more than tripled in the month of September for branded queries. We pulled data from our platform and confirmed that we’re seeing the same thing. You can see the sharp trend up for September. We’re working on pulling previous months as well.

    Share of tracked branded keywords returning an AI Overview · daily · September 2026
  

The daily numbers

Date	AI Overview presence
2026-09-01	26.12%
2026-09-02	27.21%
2026-09-03	27.25%
2026-09-04	26.56%
2026-09-05	27.20%
2026-09-06	35.45%
2026-09-07	34.87%
2026-09-08	33.78%
2026-09-09	32.82%
2026-09-10	28.58%
2026-09-11	33.38%
2026-09-12	33.28%
2026-09-13	34.27%
2026-09-14	28.57%
2026-09-15	30.10%
2026-09-16	28.57%
2026-09-17	30.64%
2026-09-18	57.43%
2026-09-19	31.15%
2026-09-20	46.62%
2026-09-21	28.59%
2026-09-22	31.28%
2026-09-23	56.97%
2026-09-24	55.81%
2026-09-25	29.98%
2026-09-26	69.21%
2026-09-27	90.48%
2026-09-28	80.23%
2026-09-29	82.06%

Method

Branded keywords tracked daily through DemandMetrics, measured once per day per keyword, all markets, all devices. We’re working on breakdowns across devices and major markets. An AI Overview is counted as present when the SERP returns an AIO for the query, regardless of whether brand itself is cited in the AIO.

Confirmed ranking changes and algorithm updates are logged on the Google Algorithm and AI Search Update Tracker. Google has not made any announcements on this change.