Mentions of Philippine brands in Google’s AI-generated search summaries increased more than 23-fold in 2025, even as organic branded traffic across local websites declined, according to a 12-month study by digital marketing consultancy Truelogic.
The study tracked 80 Philippine brands across seven sectors from January to December 2025. Retail, e-commerce and real estate recorded the strongest growth in visibility through Google AI Overviews, which provide AI-generated summaries in response to search queries.
During the same period, organic branded traffic across 80 Philippine websites fell by 3% to 8%. Truelogic clarified that the parallel trends did not establish a direct cause-and-effect relationship between the growth of AI-generated search results and the decline in website traffic.
The findings point to changes in how consumers discover businesses and evaluate brands online, with conversational AI platforms increasingly providing answers, comparisons and recommendations instead of simply presenting lists of links.
“Being found is no longer just about ranking for the right keywords,” said Bernard San Juan III, managing partner of Truelogic.
“AI is more likely to surface brands it can understand and trust. This means businesses need to make their expertise easy to verify, organize their content around the questions customers ask, and remain consistently present across credible sources — from news coverage and reviews to social media,” he said.
Filipino consumers increasingly use AI search
The shift is also reflected in local AI adoption. According to the Digital 2026 report by We Are Social, Meltwater and GWI, 42.4% of Filipino internet users surveyed said they had used ChatGPT in the previous month, placing the Philippines sixth globally.
Traditional search engines generally provide links that users must visit to find information. AI-powered search, meanwhile, allows users to ask questions in conversational language and receive consolidated answers and recommendations.
Truelogic said brands must therefore complement traditional search engine optimization (SEO) with content that AI platforms can understand, verify and recognize as credible.
The study found that brands with stronger AI visibility generally had high brand search interest, clearly structured content and well-optimized websites.
Truelogic also reported that its clients recorded a 750% increase in AI visibility across 40 projects from January to July 2025, compared with an average 400% increase across Philippine websites during the same period.
A leading Philippine bank in its client portfolio recorded a 38.1% AI share of voice within its peer group. A major property developer achieved a 53.38% share of voice across Google AI Overviews, ChatGPT and Perplexity, or 3.8 times that of its closest competitor.
AI share of voice refers to a brand’s proportion of mentions and citations in AI-generated responses compared with a defined group of competitors. Truelogic withheld the names of the companies at their request.
The consultancy said the results suggest that company size and established market presence do not necessarily guarantee visibility in AI-generated search results. Brands that build authority, organize their content and maintain a consistent presence across credible channels may be better positioned to appear in AI recommendations.
Truelogic, in partnership with Certified Digital Marketer, is scheduled to hold a free webinar titled “Your Customers Are Asking AI. Is Your Brand Ready?” on Nov. 5, 2026, from 1 to 2 p.m. Truelogic founder and CEO Itamar Gero and San Juan are expected to discuss the study’s findings and their implications for Philippine businesses.
Full disclosure: All news articles published on the TechSabado website are written by human journalists, unless otherwise specified. Final text editing is also performed by human editors, with artificial intelligence (AI) used only to assist with additional grammar and style guide corrections..
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