Research
We count what AI tells shoppers about brands
Every month we ask ChatGPT, Claude, Perplexity and Google's AI Overviews the questions shoppers ask before they buy. We publish the results with our method, every question and the data.
Two in three of 150 consumer brands came up in fewer than one in four AI shopping answers
We asked ChatGPT, Claude, Perplexity and Google’s AI Overviews 300 shopper questions in 15 categories. None of the questions named a brand. Of the 150 brands we track, 143 came up at least once and seven never did.
- Delta Air Lines led every brand with 62 of the 80 airline answers. Six of the ten airlines showed up in at least half of them.
- In beauty and hotels no brand reached even one answer in four. Four hotel brands were never mentioned at all.
- The sites ChatGPT listed most were capitalone.com, chase.com and apple.com. Google’s AI Overviews listed YouTube in 135 of its 260 answers.
All research
How we work
- We ask the questions shoppers type. None of them names a brand.
- Every piece says when we asked, which AI tools answered and how we counted.
- We check every number against the data a second time before a piece goes out.
- We quote AI answers word for word and publish every question we asked.