Chris Long reported on X that 93% of the brands he tested now trigger AI Overviews on branded queries, including Reddit, Salesforce, Amazon and Adobe, Search Engine Roundtable reported. Barry Schwartz said the sample was only about 100 brands.
Schwartz tried several searches himself and saw the same pattern, with two exceptions: Google’s own name and news publications. Most examples placed the AI Overview below the main company result or lower on the page. Adobe was one that appeared at the top.
Long made a similar observation in July 2026, but Schwartz noted that AI Overviews now appear for far more queries overall. Schwartz later added an update citing data from DemandSphere. The figures in that post were embedded and are not reproduced here.
For brand owners, this puts a generative answer on their own name’s results page. Teams that report on branded click-through should segment those queries now and watch for position changes, since a mid-page AI Overview can still push competitor and review results lower.
Search Engine Roundtable, Barry Schwartz, September 30, 2026.
