In the notes for the latest version of Chrome (58.0.3029.110), it states:
"In order to improve stability, performance, and security, users who are currently on 32-bit version of Chrome, and 64-bit Windows with 4GB or more of memory and auto-update enabled will be automatically migrated to 64-bit Chrome during this update."
We currently deploy Chrome x86 updates from the Shavlik catalog so this month I decided to deploy the x64 instead. The x64 update isn't applicable for any of our systems though. Any chance of adding a wrapper or tool to the catalog to upgrade Chrome x86 installs to x64?
One of the things we do in Patch is to make sure we patch the same bit version of the product already installed on the client. We could make the change you suggest, but it would affect all of our customers so it's no a viable option.
Patch for SCCM 9.3 allows some editing of updates, maybe you could change the X86 patch to install with the X64 installer. No idea if that would be feasible...