What the Data Shows: Two Very Different Platforms
We analysed 5,600 queries across Google AI Overviews and ChatGPT (plus Claude and Gemini). The two platforms that most people compare — ChatGPT and Google — turn out to be dramatically different in how they handle brands.
| Metric | ChatGPT | Google AI Overviews |
|---|---|---|
| Average answer length | 422 words | 83 words |
| Brand mention rate | 74.2% | 42.5% |
| Brands per response | 2.7 | 1.1 |
| Willingness to recommend | 8.9% | 0.2% |
| Cites sources | 28.6% | 3.1% |
| Tone | Structured assistant (36 bullets, 13 headers avg) | Encyclopaedic (dense prose, zero conversational markers) |
| Opening style | Direct fact 77%, "Here are" 19% | Direct fact 99.8% (no preamble) |
The difference is stark. ChatGPT is 5x more verbose, nearly 2x more likely to mention a brand, and 44x more likely to explicitly recommend one.
How ChatGPT Handles Brands
It's an assistant that recommends. ChatGPT introduces brands early (17.5% into the response), averages 2.7 brands per answer, and is the most likely platform to say "I'd recommend" or "the best option is." It organises information into scannable sections with heavy formatting — 36 bullet points and 13 headers per response.
But it retreats from transactions. When users ask booking-intent questions (close to a purchase), ChatGPT shortens its response by 33% (422 → 284 words) and increases hedging language 4x. It recognises transactional intent and actively pulls back. This is a behavioural signal no other platform shows.
It cites sources frequently. ChatGPT uses "according to" or citation-style language in 28.6% of responses — second only to Gemini at 30.4%. If your content is well-structured and authoritative, ChatGPT is likely to reference it.
How Google AI Overviews Handles Brands
It's a compressed encyclopedia. Google AIO averages just 83 words — the shortest answers by 3x. It rarely mentions brands (42.5%), rarely cites sources (3.1%), and almost never recommends (0.2%). It reads like a compressed Wikipedia excerpt with zero conversational markers.
But it becomes opinionated for comparisons. Google AIO uses 4.3x more superlative language ("best", "top", "leading") on comparison queries than discovery queries. When asked "best X", it delivers a verdict. ChatGPT hedges the same queries.
It opens with facts, always. 99.8% of Google AIO responses start with a direct factual statement. No preamble, no "here are some options." This means if your brand appears in an AIO response, it appears in a high-trust editorial context.
Marketing Implications
Optimise for ChatGPT with comprehensive, structured content. ChatGPT wants bullet points, headers, and facts it can cite. It rewards structured content with citations in 28.6% of responses. Read more about how AI search optimisation differs from traditional SEO.
Optimise for Google AIO with concise, authoritative statements. AIO compresses aggressively. Give it clear, factual one-line answers it can extract. Lead with your strongest claim.
Don't forget the other platforms. Claude and Gemini also handle brands differently. Claude front-loads brands at 8.5% into responses. Gemini lists the most alternatives (3.4 per response). A comprehensive AI search visibility strategy covers all four.
Key Takeaways
- ChatGPT recommends 44x more than Google AIO — 8.9% vs 0.2%
- ChatGPT writes 5x more — 422 words vs 83 words
- ChatGPT retreats from transactions — contracts 33% and hedges 4x for booking queries
- Google AIO delivers verdicts on comparisons — 4.3x more superlatives on "best X" queries
- Both cite differently — ChatGPT at 28.6%, AIO at 3.1%
- Monitor both — visibility on one platform doesn't predict the other
Final Thoughts
ChatGPT and Google AI Overviews serve different user needs with fundamentally different behaviours. ChatGPT is the assistant that recommends. Google AIO is the editor that summarises. The brands that understand these differences — and create content tailored to each — will be visible in both channels. The ones that treat "AI search" as a single thing will miss half the picture.