Brandwave

Afends vs Deus Ex Machina:Which is more popular?

In September 2026, Afends had more branded searches than Deus Ex Machina among surf brands in Australia. Afends had about 49,500 branded searches, while Deus Ex Machina had 14,800. Afends made up 18.5% of all surf brand searches we track, and Deus Ex Machina accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about surf brands, Afends and Deus Ex Machina each appeared in one of the five answers.

Among surf brands in Australia in September 2026

Who do people search for more?

Afends, about 3 searches for every 1 for Deus Ex Machina

Afends 49.5K searchesDeus Ex Machina 14.8K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Afends in 1 of 5Deus Ex Machina in 1 of 5

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Afends and Deus Ex Machina were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.

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. O'Neill8th
  9. Afends9th
  10. +1 more
  11. Deus Ex Machina11th
  12. +4 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.

Is Afends or Deus Ex Machina more popular in search?

This chart shows how often people search Google for Afends and Deus Ex Machina by name. Each line represents a brand's share of searches for all 15 surf brands we track, month by month, from searches in Australia.

Afends and Deus Ex Machina among surf brands in Australia, by month

Share of searches by month for Afends, Deus Ex Machina. 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%

How has the Afends and Deus Ex Machina comparison changed over the last 12 months?

3 findings
  • Afends was ahead of Deus Ex Machina in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Afends’ share of searches among surf brands in Australia moved from 15.7% to 18.5%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
  • Across the 12 months ending September 2026, Deus Ex Machina’s share of searches among surf brands in Australia moved from 5.7% to 5.5%, and its estimated monthly branded searches held steady at 14.8K.

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

2 changes

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

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

How are branded searches counted?

2 search terms

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

Afends

1 branded search term

  • afends

Deus Ex Machina

1 branded search term

  • deus ex machina

How the Brand Demand Index is measured

Other head-to-heads among surf brands

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