How to Optimize for Google AIO and ChatGPT

Recent research from BrightEdge highlights a major shift in how brands are discovered in AI-driven search. The study compared responses from Google AI Overviews (AIO), Google AI Mode, and ChatGPT, showing that these platforms recommend different brands almost 62% of the time. This finding underscores a growing challenge for businesses: it is no longer enough to optimize for just traditional search engines. Today, companies must learn how to optimize for Google AIO and ChatGPT if they want to stay visible across different AI platforms.

Why This Research Matters

For years, search engine optimization (SEO) has been the backbone of digital visibility. Businesses that understood keyword strategy, content creation, and backlinks were able to secure valuable positions on search engine results pages. Now, with the rise of AI-driven responses like Google AIO and ChatGPT, visibility depends on how these tools interpret data and present recommendations to users.

BrightEdge’s findings provide clarity. The data shows that each AI search platform uses different logic when surfacing brands. Understanding these differences is critical for marketers and site owners who want to expand their reach and avoid being left behind.

How the Study Was Conducted

BrightEdge used its AI Catalyst tool to analyze tens of thousands of identical queries across ChatGPT, Google AI Overviews, and Google AI Mode. The results revealed a 61.9% disagreement rate across platforms, with only 33.5% of queries returning the exact same brand mentions.

• Google AIO averaged 6.02 brand mentions per query.
• ChatGPT averaged just 2.37 mentions.
• Google AI Mode included brand mentions less often than either AIO or ChatGPT.

Search queries with strong commercial intent, such as those including “buy,” “where,” or “deals,” generated brand mentions 65% of the time. E-commerce and finance saw the highest visibility, with brand coverage reaching 40% or more across all three AI environments.

How Each Platform Behaves

The research shows that AI search platforms are not aligned. They may receive the same question, but the results often differ significantly.

1. ChatGPT
   • Tends to cite trusted or well-known brands, even when not drawing on live search data.
   • Relies heavily on the training data of its large language model.
   • Mentions brands more sparingly, averaging fewer than three per query.
2. Google AI Overviews (AIO)
   • Provides far more brand mentions per query than ChatGPT.
   • Often includes over six different brands, suggesting it values breadth of coverage.
   • Has clear citation paths that make it easier to see where the information originates.
3. Google AI Mode
   • Mentions fewer brands than both AIO and ChatGPT.
   • Appears more selective, highlighting only brands that have strong validation.

This divergence is both a challenge and an opportunity. Marketers cannot rely on a single optimization strategy; they must adapt to each platform’s unique behavior.

Interpreting the Differences

BrightEdge frames these differences in three key ways:

• The Brand Authority Play
  ChatGPT rewards established brands that are prominent in its training data. Brands with long-standing visibility and recognition benefit from this “authority dividend,” even if they are not actively optimized for AI search.
• The Volume Opportunity
  Google AIO creates more opportunities for mentions, averaging six or more brands per query. This provides additional slots that innovative companies can aim for by strategically aligning content and earning citations.
• The Quality Threshold
  Google AI Mode acts as a gatekeeper, allowing fewer brands to appear but giving heavy weight to those that pass the threshold.

Is It Really About Authority?

While BrightEdge emphasizes “authority,” there is another explanation. Large language models like ChatGPT generate outputs based on patterns in their training data. What looks like authority may actually be more about:

• Frequency: How often the brand appears in training data.
• Prominence: How central the brand is within those contexts.
• Contextual Embedding Strength: How strongly the brand is associated with relevant topics.

In other words, ChatGPT may not be assigning authority in the SEO sense but rather reflecting patterns from its training material. Still, this reinforces the importance of ensuring your brand is consistently and meaningfully represented across the web.

Patterns Worth Noticing

The research uncovered patterns that marketers can use to their advantage:

• High-intent queries with strong commercial wording triggered brand mentions almost two-thirds of the time.
• Industries like e-commerce and finance saw better coverage, reflecting how AI tools recognize strong buying intent.
• Comparison queries, such as “best laptop” or “best credit card,” produced brand mentions in 43% of cases across all platforms.

These patterns suggest that traditional keyword intent remains relevant, even in the age of AI-driven answers.

The Citation Network Effect

BrightEdge introduces the idea of a “citation network effect.” Earning visibility on one platform may improve your chances on another. For example:

• Strong brand presence may lead to mentions in ChatGPT.
• Comprehensive content may earn multiple citations in Google AIO.
• Validated authority can secure placement in Google AI Mode.

This interconnected effect shows that building visibility in one environment can create momentum in others.

Why Traditional SEO Still Matters

Despite the shift to AI, traditional SEO continues to be the foundation. BrightEdge’s data indicates that optimizing for organic search supports visibility in both Google AIO and AI Mode.

ChatGPT, on the other hand, can pull from both training data and live data. Brands that establish strong visibility around their products and services increase the chances of being cited in its responses.

Put simply, traditional SEO builds the credibility and visibility that AI systems rely on when selecting brands to mention. Businesses looking to optimize for Google AIO and ChatGPT cannot ignore this foundation.

Strategic Takeaways

The BrightEdge study shows that AI search is not a single system but a set of evolving platforms, each with its own logic. For businesses, this creates both complexity and opportunity.

1. Do not treat AI platforms as interchangeable. Each one requires a slightly different optimization approach.
2. Continue investing in SEO. Strong organic presence remains the key to visibility across AI environments.
3. Leverage commercial intent. High-intent keywords are still reliable triggers for brand mentions.
4. Build consistent brand presence. Ensure your brand is visible across multiple contexts so that AI platforms can connect it to relevant topics.
5. Think long-term. AI-driven discovery is still evolving, but the brands investing now will gain an edge as these systems mature.

Final Thoughts

The fact that Google AI Overviews, Google AI Mode, and ChatGPT disagree more than 60% of the time is not a sign of instability. It is evidence that AI discovery is creating new opportunities. Each platform acts differently, which means businesses can capture visibility through multiple pathways rather than just one.

The key is to understand how to optimize for Google AIO and ChatGPT while not abandoning the fundamentals of SEO. Brands that embrace this shift will be in a strong position to thrive as AI becomes the dominant discovery mechanism for products, services, and information.