A May 2026 BrightEdge analysis reported by Search Engine Journal contains a finding that should reshape how brands think about AI search. The study found that source overlap between major AI engines ranges from just 16% to 59%, while brand overlap is notably stronger at 36% to 55%.
In plain terms: different AI systems may cite different web pages, but they often end up recommending the same brands. This has important implications for strategy.
Source diversity versus brand consistency
The low source overlap suggests that winning a citation in ChatGPT does not guarantee a citation in Perplexity or Gemini. Each engine has its own retrieval model, training data and citation habits. Chasing every citation pattern separately would be exhausting and probably futile.
The higher brand overlap tells a different story. When AI engines agree on which brands matter in a category, it is because those brands have built broad authority that transcends any single platform. The brand has become the constant; the cited page is the variable.
Why brand authority travels further than a single link
Brand authority in AI search is built from many signals: consistent messaging, media coverage, expert content, directory listings, reviews, partnerships, social presence and offline reputation. These signals create a coherent entity that AI systems can recognise across sources.
A firm that invests only in page-level SEO may win a citation here and there. A firm that invests in brand-level authority increases the chance of being recommended everywhere.
What this means for measurement
The traditional SEO metric of “how many page-one rankings do we have?” becomes less complete in an AI search world. A more useful metric is “how often is our brand mentioned as a recommended solution across AI engines and surfaces?” This requires new monitoring: periodic audits of AI responses, brand mention tracking and competitor comparison.
It also means that PR, partnerships and industry participation deserve a larger share of the digital marketing budget. These activities have always built brand, but now they directly influence whether AI engines treat you as a category leader.
This is particularly relevant for UK B2B firms, where reputation and expertise often matter more than scale. A niche specialist that is consistently referenced as an authority can outrank larger competitors in AI-generated recommendations.
The strategic takeaway
Do not optimise for one AI engine at the expense of your overall brand. Build clear positioning, publish authoritative content, earn consistent references and make sure every public signal reinforces who you are. If the major AI engines recognise your brand as credible, the citations will follow — even if the specific pages vary.