Brandwave

Deus Ex Machina vs Ocean & Earth:Which is more popular?

In September 2026, Deus Ex Machina had more branded searches than Ocean & Earth among surf brands in Australia. Deus Ex Machina had about 14,800 branded searches, while Ocean & Earth had 2,400. Deus Ex Machina made up 5.5% of all surf brand searches we track, and Ocean & Earth accounted for 0.9%. When we asked ChatGPT and Google AI Overviews about surf brands, Ocean & Earth appeared in three of the five answers and Deus Ex Machina in one. Ocean & Earth was mentioned before Deus Ex Machina in every answer that named either.

Among surf brands in Australia in September 2026

Who do people search for more?

Deus Ex Machina, about 6 searches for every 1 for Ocean & Earth

Deus Ex Machina 14.8K searchesOcean & Earth 2.4K searches

Who does AI mention more?

Ocean & Earth, mentioned in 3 of 5 answers, Deus Ex Machina in 1

Ocean & Earth in 3 of 5Deus Ex Machina in 1 of 5

Who does AI recommend more?

Ocean & Earth, named ahead of Deus Ex Machina in 3 of 3 answers

Ocean & Earth first in 3Deus Ex Machina never first

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ocean & Earth was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Ocean & Earth was listed before Deus Ex Machina in every answer that named either.

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 Deus Ex Machina or Ocean & Earth more popular in search?

This chart shows how often people search Google for Deus Ex Machina and Ocean & Earth 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.

Deus Ex Machina and Ocean & Earth among surf brands in Australia, by month

Share of searches by month for Deus Ex Machina, Ocean & Earth. 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 Deus Ex Machina and Ocean & Earth comparison changed over the last 12 months?

3 findings

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

2 changes

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

  2. Estimated monthly branded searches for Ocean & Earth in Australia fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Deus Ex Machina’s and Ocean & Earth’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.

Deus Ex Machina

1 branded search term

  • deus ex machina

Ocean & Earth

1 branded search term

  • ocean and earth

How the Brand Demand Index is measured

Other head-to-heads among surf brands

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