For years, the question "can anything beat Google?" was always answered with "not yet". But data from an independent study released this week is starting to paint a different picture, at least for five specific search categories.
Five categories where ChatGPT Search leads
Research involving 12,000 users across Southeast Asia found ChatGPT Search preferred over Google for: (1) product recommendations with many options, (2) trip planning and itineraries, (3) personal finance questions, (4) health information that needs in-depth explanation, and (5) technology product comparisons. The main reason: AI answers are more direct and do not force users to read through 10 different links.
What does this mean for brands?
If your brand plays in one of these five categories, your prospective customers are now more likely to find a recommendation through ChatGPT than through Google. The question is no longer "is my site on page 1 of Google?" but "does AI mention my brand when asked about my product category?"
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Try it free →Google is not standing still
In response, Google keeps expanding AI Overview and integrating Gemini deeper into search results. Ironically, this only strengthens the case for GEO: brands now need to optimize not just for Google's search algorithm, but also for how Gemini selects the information it surfaces inside AI Overview.
A trend that will keep going
Analysts predict that by the end of 2026, more than 30% of searches that used to go to Google will shift to AI engines. For brands that have already built AI visibility today, this is a significant competitive advantage. For brands that have not started yet, every day is a day of lost ground.