Study shows Google AI Overviews more likely to disparage brands

Luke Meredith

Google’s new AI (artificial intelligence) search tool is getting attention after a study found it gives more negative answers about brands than ChatGPT.

The study, completed by BrightEdge, looked at hundreds of millions of questions people asked about products in clothing, electronics and education. The researchers said Google’s AI Overviews were 44% more likely to show negative information about a brand than ChatGPT.

Even though most answers from both systems were positive or neutral, the small number of negative ones can still matter. BrightEdge explained that with millions of searches happening every day, even two or three negative answers out of every hundred can add up and influence how people see a company.

BrightEdge’s CEO said Google’s tool sometimes brings up old or forgotten complaints because it pulls information directly from across the internet. This means that issues that used to be hidden several pages deep in search results can now appear right at the top. He warned that this is a big change for businesses trying to protect their reputation.

Google responded by saying the study used flawed methods and that the difference between the two AI tools was actually very small. The company also said AI Overviews change based on what people search for and what information exists online.

Experts say that because AI tools are becoming part of how people research products, companies need to pay more attention to their online reviews. One CEO advised companies to reply to almost every negative comment so that AI systems don’t only pick up the bad parts. He also said companies should share new content often, because AI tools tend to prefer fresher information.

As more people rely on AI to help them make decisions, businesses may need to change how they manage their online image to avoid old problems being brought back into the spotlight.

Ensuring your brand comes across well in AI-powered results is a major aspect of generative engine optimisation (GEO). Want to see how you brand can achieve more online? Get help from our professionals at Engage Web today.

About
Latest Posts

Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.