AI search technology continues to reshape the digital landscape
This is forcing businesses to rethink traditional SEO strategies. The latest Google update, rolled out in September 2025, is a stark example of the ever-evolving nature of AI-powered search.
With Google doubling down on its AI Mode and ChatGPT experimenting with brand diversity, businesses are facing new dynamics in the competition for search visibility.
The New Reality: AI Search Takes Centre Stage
AI is transforming how users interact with search engines. Thanks to advanced AI systems like ChatGPT and Google’s AI Mode, the way search results are presented has become strikingly different.
While Google continues to dominate 90% of the search engine market share, powerful newcomers like ChatGPT are emerging as serious contenders, especially after achieving a milestone of one million users in just five days (Statista).
Recent Semrush data shows that both ChatGPT and Google’s AI Mode are rethinking how they provide answers, with significant implications for businesses and marketers alike.
ChatGPT’s experimentation with brand mentions and Google’s narrowed focus on authoritative sources demonstrate shifting AI search trends impacting search visibility across industries.
Zero-Click Searches: A New Challenge for Marketers
One of the most significant developments in AI search is the rise of zero-click searches powered by AI overviews. According to Bain & Company, 60% of searches are now complete without users clicking through to other websites. For users, this delivers fast, concise answers directly within search results. For businesses, however, it presents a challenge.
How do you remain competitive when fewer people are visiting your website?
This trend is strongly reflected in the recent Google update, which amplifies AI-generated overviews, making them more prominent in search results. Google’s AI Mode continues to rely on a smaller, authoritative pool of sources, citing fewer websites but delivering higher-quality summaries.
Reddit stands out as a source that jumped 75% in usage within Google’s update, becoming the second most common citation after Amazon. For businesses relying on clicks, adapting to this AI evolution is no longer optional.
ChatGPT’s Experimentation: More Brands, More Sources
While Google’s AI Mode took a stable route in September 2025, ChatGPT embraced experimentation. Over the past three months, its visibility index showed significant changes:
ChatGPT increased the number of brands mentioned by 12%, allowing lesser-known names to gain visibility. However, this dropped back slightly in October.
The number of sources it pulls from rose by an astonishing 80%, indicating a shift towards greater diversity.
Industries like Tech & Software and Consumer Electronics saw increased brand variety in ChatGPT answers, while others, like Finance, declined. Businesses in these growing categories must seize the opportunity to optimise their content for broader AI-based searches.
The implications for marketers are clear: businesses need to tailor their SEO approach to both Google’s AI Mode and ChatGPT, recognising they are not interchangeable systems. Two-thirds of brands appearing in ChatGPT results also featured in Google’s AI Mode, yet the way each model selects sources is strikingly different.
The Role of AI in SEO
Businesses seeking visibility in AI search landscapes must embrace the power of AI tools for AI SEO strategies. Data indicates 84% of marketers are now using AI to align content with users’ search intent (Statista). AI assists in designing tailored and authoritative content that responds to conversational search queries, a critical aspect with voice search and natural language processing becoming mainstream.
In this fluctuating search environment, Google’s September update highlights a stricter focus on smaller, authoritative sources, such as Amazon and Reddit. Meanwhile, ChatGPT promotes more inclusivity by citing newer brands. The key takeaway for marketers? AI search engines value expertise and relevance, and optimising content accordingly is vital.
What Changed in Brand Diversity?
The September update highlighted diverging paths for ChatGPT and Google in brand citation practices. Google’s AI Mode prioritised consistency and narrowed its focus over time, with 4% fewer brand mentions in September. In contrast, ChatGPT actively expanded its list, introducing 25 new names into its top 100 brands and boosting the diversity of responses it provides to users.
This shift underscores the competitive opportunities for brands willing to experiment with content strategies tailored to different AI models. For example, industries like Fashion & Apparel performed better in Google’s AI Mode compared to other categories, indicating sector-specific search algorithm shifts.
The contrasting approach to brand mentions reflects differing priorities. Businesses leveraging Google’s AI Mode can emphasise consolidating authority in their niche, while those targeting ChatGPT should focus on adaptability to seize visibility in broader categories.
Why AI Search Demands a New Mindset
For businesses reliant on search visibility, September’s update is a wake-up call. AI search is no longer about one-size-fits-all SEO strategies. Google’s AI Mode, a paragon of stability, continues to reward industry leaders and authoritative voices, while ChatGPT highlights opportunities for lesser-known players to gain traction in a broader ecosystem.
Zero-click searches, personalised AI results, and the different citation behaviours between ChatGPT and Google demand tailored approaches to optimise AI-powered search visibility. Businesses ignoring these trends risk becoming invisible in competitive AI search landscapes.
Closing Thoughts
The September 2025 Google update exemplifies the future of AI-powered search. With 60% of searches ending without a click and platforms like ChatGPT experimenting with brand diversity, the pressure is on businesses to adapt. AI search engines aren’t just reshaping visibility….
They’re defining it.
Marketers must utilise AI for SEO in smarter ways. Aligning content with search intent, optimising for conversational queries, and tailoring strategies to individual search engines are no longer options but necessities. As AI search evolves, businesses that adapt will thrive. Those that don’t will fall behind.
The era of AI search is here, and September’s update proves one truth: visibility belongs to those who embrace innovation.