Philippines – Mentions of Philippine brands in Google AI Overviews increased more than 23-fold in 2025, according to a 12-month study by Truelogic.
Over the same period, organic branded traffic across 80 Philippine websites declined by three to eight per cent. However, the study did not establish a direct cause-and-effect relationship between the two trends.
The research tracked 80 brands across seven sectors. Retail, e-commerce, and real estate recorded the strongest growth in AI visibility.
Brands with stronger AI visibility also shared common traits, according to the study. They generally showed high brand search interest, clearly structured content and well-optimised websites.
Truelogic said AI visibility across Philippine websites grew by an average of 400 per cent between January and July 2025.
Against this backdrop, Truelogic’s Managing Partner said the findings point to a change in how brands get found online.
“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, organise their content around the questions customers ask, and remain consistently present across credible sources—from news coverage and reviews to social media,” San Juan added.
The shift reflects a broader change in search behaviour. Traditional search gives users a list of links to explore, whereas AI search lets consumers ask conversational questions and receive curated answers, comparisons and recommendations in a single response.
Consumer adoption of AI tools is also growing. According to the report by We Are Social, Meltwater, and GWI, 42.4 per cent of surveyed Filipino internet users reported using ChatGPT in the previous month, placing the Philippines sixth globally.
As a result, Truelogic said brands now need to look beyond traditional search engine optimisation. Ranking well in search results remains important, but brands must also ensure that AI platforms can understand their content, verify their expertise and recognise them as credible sources.
The firm added that neither size nor legacy guarantees leadership in AI search. It said brands that build authority, structure their content for AI and maintain a consistent presence across credible channels will be better positioned to appear in AI-generated answers and recommendations.
