How often does Google's AI Overview display brand names in non-branded searches?

According to a study by the Japanese company EXIDEA, even in search queries that do not include a brand name, 57.7% of AI Overview responses contained specific brand names.

In the Japanese search market, what types of searches are more likely for AI to recommend brands?

The tendency for AI to mention brand names is strongest in 'comparison-type' searches that include keywords like 'comparison' or 'difference'. In such cases, an average of 6.6 brands are presented in a single response.

What does this AI search trend mean for digital marketing of companies in Japan?

It means that in addition to traditional SEO measures, getting AI to 'recall' and present one's brand as a candidate will become a new competitive arena. Exposure during the comparison and consideration phase is particularly important.

Is there a difference in how often AI mentions brands depending on the industry?

Yes, there is. According to the survey, in the Japanese market, the 'Travel & Tourism' industry was most likely to be mentioned (71.2%), while the 'Education & Learning' industry was the least likely (37.7%).

In the AI era, what should brand managers in Japan check immediately?

The top priority is to check whether their brand is included as a candidate in AI responses for non-branded searches like '[category name] + recommendation' or '[service] + comparison', and how competing brands are being treated.

AI News NQ Analysis

[Original Research] Will Your Brand Be 'Recalled' or 'Ignored' by AI?

NQ Score 55/100

N1 Content Completeness 9

Key facts

[Original Research] Will Your Brand Be 'Recalled' or 'Ignored' by AI?
EXIDEA Inc. conducted a large-scale study on how often Google's AI Overview (AIO) generates responses containing brand names for non-branded searches. Analyzing 17,693 queries, the study found that 57.7% of AIO responses to non-branded searches included specific brand names. Particularly in 'comparison-type' searches, an average of 6.6 brands were presented as candidates. These findings suggest that, in addition to traditional SEO, 'being recalled by AI' is becoming a new competitive axis for brand recognition.
Source: PR TIMES
Date: Wed May 27 2026 10:00:03 GMT+0900 (Japan Standard Time)

Direct answer

EXIDEA Inc. conducted a large-scale study on how often Google's AI Overview (AIO) generates responses containing brand names for non-branded searches. Analyzing 17,693 queries, the study found that 57.7% of AIO responses to non-branded searches included specific brand names. Particularly in 'comparison-type' searches, an average of 6.6 brands were presented as candidates. These findings suggest that, in addition to traditional SEO, 'being recalled by AI' is becoming a new competitive axis for brand recognition.

Citation: [Original Research] Will Your Brand Be 'Recalled' or 'Ignored' by AI? (Wed May 27 2026 10:00:03 GMT+0900 (Japan Standard Time)), PR TIMES
Source: PR TIMES
Date: Wed May 27 2026 10:00:03 GMT+0900 (Japan Standard Time)

AI Summary (NQ-processed)

EXIDEA Inc. conducted a large-scale study on how often Google's AI Overview (AIO) generates responses containing brand names for non-branded searches. Analyzing 17,693 queries, the study found that 57.7% of AIO responses to non-branded searches included specific brand names. Particularly in 'comparison-type' searches, an average of 6.6 brands were presented as candidates. These findings suggest that, in addition to traditional SEO, 'being recalled by AI' is becoming a new competitive axis for brand recognition.

AI Analysis

Frequently Asked Questions

Q: How often does Google's AI Overview display brand names in non-branded searches?: A: According to a study by the Japanese company EXIDEA, even in search queries that do not include a brand name, 57.7% of AI Overview responses contained specific brand names.
Q: In the Japanese search market, what types of searches are more likely for AI to recommend brands?: A: The tendency for AI to mention brand names is strongest in 'comparison-type' searches that include keywords like 'comparison' or 'difference'. In such cases, an average of 6.6 brands are presented in a single response.
Q: What does this AI search trend mean for digital marketing of companies in Japan?: A: It means that in addition to traditional SEO measures, getting AI to 'recall' and present one's brand as a candidate will become a new competitive arena. Exposure during the comparison and consideration phase is particularly important.
Q: Is there a difference in how often AI mentions brands depending on the industry?: A: Yes, there is. According to the survey, in the Japanese market, the 'Travel & Tourism' industry was most likely to be mentioned (71.2%), while the 'Education & Learning' industry was the least likely (37.7%).
Q: In the AI era, what should brand managers in Japan check immediately?: A: The top priority is to check whether their brand is included as a candidate in AI responses for non-branded searches like '[category name] + recommendation' or '[service] + comparison', and how competing brands are being treated.