Study Tracks Brand Visibility in ChatGPT and Gemini Across Four Sectors

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A visibility audit measured how often four real brands appeared spontaneously in AI assistant responses across energy, insurance, DIY retail, and marketing agency sectors. Researchers ran 293 AI-generated responses using GPT-4o-mini, Llama 3.3 70B, and Gemini 2.5 Flash, applying a share-of-voice metric to track unprompted brand mentions. Leroy Merlin led its category with an 81.2% share of voice, while digital marketing agency Fullsix appeared in just 7.5% of responses in its own sector. In insurance, Allianz dominated with 77.8% share of voice, leaving Tranquilidade trailing at 20.6%. The findings highlight that unlike search engines, AI assistants return short curated lists, meaning brands absent from those lists receive zero visibility.

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