Brandwave

How popular isDeus Ex Machina?

In September 2026, people searched for Deus Ex Machina by name about 14,800 times in Australia, about the same as the previous year. These searches made up 5.5% of all Australia surf brand searches, placing Deus Ex Machina fifth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about surf brands, Deus Ex Machina appeared in one of the five answers and was the 11th most recommended of the 15.

Search and AI answers in September 2026

Deus Ex Machina is the fifth most searched of 15 competitors and the 11th most recommended in AI answers.

  1. BillabongShare of searches 27.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Rip CurlShare of searches 22.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. AfendsShare of searches 18.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  4. RoxyShare of searches 10.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 12th
  5. Deus Ex MachinaShare of searches 5.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th

+10 more

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Deus Ex Machina was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Deus Ex Machina is the 11th most recommended of the 15.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Rip Curl1st
  2. Billabong2nd
  3. Quiksilver3rd
  4. Rhythm4th
  5. Volcom5th
  6. Ocean & Earth6th
  7. Vissla7th
  8. +2 more
  9. Rusty10th
  10. Deus Ex Machina11th
  11. Roxy12th
  12. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Billabong5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quiksilver4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ocean & Earth3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rhythm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rusty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vissla2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deus Ex Machina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about surf brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which surf brands compete with Deus Ex Machina?

Deus Ex Machina against surf brands in Australia, by month

Share of searches by month for Billabong, Rip Curl, Afends, Roxy, Deus Ex Machina, Volcom, Rhythm, Mambo, O'Neill, Quiksilver. The figures are in the table below the chart.

View monthly share of searches table
MonthBillabongRip CurlAfendsRoxyDeus Ex MachinaVolcomRhythmMamboO'NeillQuiksilverRustyOcean & EarthSalty CrewVisslaThe Critical Slide Society
Oct 202523.4%28.6%15.7%8.6%5.7%3.8%3.1%2.1%1.7%2.6%1.1%1.1%1.1%0.62%0.62%
Nov 202521.9%26.6%21.9%8%4.4%4.4%2.4%1.3%1.6%2.9%1.6%0.87%1.1%0.58%0.58%
Dec 202524.4%29.7%13.3%7.3%4.9%3.3%2.7%4.9%1.5%2.7%1.8%1.2%1.2%0.65%0.65%
Jan 202624.2%29.6%16.2%7.3%4.8%3.2%3.2%2.2%1.8%2.2%1.4%1.4%0.95%0.79%0.62%
Feb 202623.7%23.7%19.4%7.1%5.8%3.9%3.9%3.2%2.1%2.6%1.4%1.1%0.91%0.62%0.62%
Mar 202620.7%25.3%20.7%6.2%7.6%3.4%3.4%2.8%2.3%2.8%1.8%1%1%0.67%0.54%
Apr 202621.7%26.6%17.8%6.5%6.5%3.6%3.6%2.9%2.4%2.9%1.9%1.3%1.1%0.83%0.57%
May 202624%24%16%7.2%7.2%3.9%3.9%3.2%2.6%2.6%1.7%1.2%1.2%0.77%0.63%
Jun 202621.1%21.1%25.8%7.7%5.2%4.2%3.5%2.3%2.3%2.3%1.5%1%0.81%0.56%0.43%
Jul 202624.5%24.5%16.4%9%6%4%3.3%2.7%2.2%2.7%1.4%1.2%0.94%0.64%0.5%
Aug 202623.9%23.9%16%8.7%7.1%3.9%3.9%2.6%2.1%2.6%1.4%1.2%1.2%0.77%0.63%
Sep 202627.6%22.6%18.5%10.1%5.5%3%2.5%2%2%2%1.3%0.9%0.9%0.6%0.48%

  1. 1.Billabong

    27.6%

    Held 1st. 74K estimated branded searches, +49.5% vs prior month. Share +3.7 points.

  2. 2.Rip Curl

    22.6%

    Held 2nd. 60.5K estimated branded searches, +22.2% vs prior month. Share -1.3 points.

  3. 3.Afends

    18.5%

    Held 3rd. 49.5K estimated branded searches, +49.5% vs prior month. Share +2.5 points.

  4. 4.Roxy

    10.1%

    Held 4th. 27.1K estimated branded searches, +49.7% vs prior month. Share +1.4 points.

  5. 5.Deus Ex Machina

    5.5%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share -1.6 points.

  6. 6.Volcom

    3%

    Moved from 7th to 6th. 8.1K estimated branded searches, 0% vs prior month. Share -0.9 points.

  7. 7.Rhythm

    2.5%

    Moved from 6th to 7th. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.5 points.

  8. 8.Mambo

    2%

    Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.

  9. 9.O'Neill

    2%

    Moved from 10th to 9th. 5.4K estimated branded searches, +22.7% vs prior month. Share -0.1 points.

  10. 10.Quiksilver

    2%

    Moved from 9th to 10th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.

  11. 11.Rusty

    1.3%

    Held 11th. 3.6K estimated branded searches, +24.1% vs prior month. Share -0.1 points.

  12. 12.Ocean & Earth

    0.9%

    Held 12th. 2.4K estimated branded searches, 0% vs prior month. Share -0.3 points.

  13. 13.Salty Crew

    0.9%

    Held 13th. 2.4K estimated branded searches, 0% vs prior month. Share -0.3 points.

  14. 14.Vissla

    0.6%

    Held 14th. 1.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  15. 15.The Critical Slide Society

    0.48%

    Held 15th. 1.3K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Deus Ex Machina and its closest rivals

Every comparison with Deus Ex Machina

14 comparisons

How has branded search demand for Deus Ex Machina changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Deus Ex Machina in Australia held steady at 14.8K.
  • Across the 12 months ending September 2026, Deus Ex Machina’s share of searches among surf brands in Australia peaked at 7.6% in March 2026 and was lowest at 4.4% in November 2025.

How did search popularity change for Australia surf brands in September 2026?

6 changes

  1. In September 2026, Billabong gained share of searches among surf brands in Australia, from 23.9% to 27.6%.

  2. In September 2026, Afends gained share of searches among surf brands in Australia, from 16% to 18.5%.

  3. In September 2026, Roxy gained share of searches among surf brands in Australia, from 8.7% to 10.1%.

  4. In September 2026, Deus Ex Machina lost share of searches among surf brands in Australia, from 7.1% to 5.5%.

  5. In September 2026, Rhythm lost share of searches among surf brands in Australia, from 3.9% to 2.5%.

  6. In September 2026, Rip Curl lost share of searches among surf brands in Australia, from 23.9% to 22.6%.

How are Deus Ex Machina’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Deus Ex Machina’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • deus ex machina

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How the Brand Demand Index is measured

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