What the Latest Data Says About Showing Up in AI Search Results
Nov 10, 2025
AI Search
What the Latest Data Says About Showing Up in AI Search
If it feels like AI tools are rewriting the rules of search, that’s because they are. A new Semrush report breaks down how brands are being mentioned inside Google’s AI Overviews and ChatGPT’s answers giving us a preview of where search visibility is heading.
Mentions Are Becoming the New Way to Measure Visibility
For years, we’ve measured visibility by tracking keywords, rankings, and traffic. But AI is shifting what “visibility” actually means. Now, it’s not just about ranking; it’s about how often your business or brand gets mentioned inside AI answers.
Recent data from Semrush shows some interesting patterns in how ChatGPT and Google’s AI Mode are handling those mentions:
ChatGPT is experimenting more. Mentions of brands went up by about 12% in September, then dropped again in October. That’s a sign it’s testing what kinds of answers people find most useful.
Google’s AI Mode is more steady. Mentions there fell by about 4% over the same time, which suggests it’s focusing on a smaller, more consistent group of sources.
ChatGPT is drawing from more websites. The number of places it pulls information from grew by almost 80% in October, showing it’s looking wider across the web.
Google is expanding more slowly. Its list of sources grew by around 13%, meaning it’s taking a more cautious approach.
Reddit switched places. Mentions of Reddit in ChatGPT dropped over 80%, but in Google’s AI Mode, Reddit mentions climbed about 75%, making it one of Google’s top references, just behind Amazon.
The overall takeaway: AI tools are still figuring out who and what to trust. Big brands are mentioned the most, but there’s still movement with 25 new names breaking into the top 100, showing that smaller sites and businesses can still earn visibility when their content answers real questions clearly.
No matter which system you look at, one trend stands out, AI keeps mentioning businesses that are clear, helpful, and easy to understand.
Why It Matters for Local Businesses
When someone types (or says) something like “best HVAC company near me” or “where can I grab a quick lunch in Tampa,” AI doesn’t guess, it looks for local data it can verify. That means your Google Business Profile, your reviews, and even your on-page language all help AI understand who you are and where you belong in the results.
Here’s what AI search looks for when it comes to local visibility:
A complete and consistent Google Business Profile
Content written in a natural, conversational style
Real customer reviews that mention services and locations
Regular updates, posts, and activity that show your business is active
AI isn’t replacing local SEO, it’s simply rewarding businesses that make things clear, current, and trustworthy.
How to Boost Your AI Visibility
You don’t need to overthink it, this all comes down to clarity and consistency.
Start with these three moves:
Write like a human, not a headline.
AI tools pull from language that sounds conversational and helpful, not robotic or over-optimized.Stay active on your Business Profile.
Post updates, share photos, and respond to reviews regularly. It signals to both Google and AI that your business is alive and worth mentioning.Earn trust.
Reviews, backlinks, and verified listings tell search engines that your business is credible, and credible sources get referenced more often.
If you’re not sure where to start, Local Howl can help you fine-tune your presence with Google Business Profile Optimization which is the foundation of visibility across both search and AI.
The Bottom Line
AI isn’t killing SEO, it’s rewriting the rules.The new AI Visibility Index shows that the businesses getting mentioned in AI search results aren’t just the biggest, they’re the most trusted, consistent, and clear about what they do.
That’s great news for local businesses. Because if you’re already focused on helping real people find you through local search, you’re halfway there.
