Research

Which brands AI names, country by country

People ask ChatGPT, Gemini and Perplexity which brands to use. We ask questions on the same topics every day in 4 countries, across banking, insurance, fashion, ecommerce and travel, and count who gets named.

Top brand in each country, by share of answers that name it

Countries

Pick a country

United Kingdom5 industries, 4 days of answers

Each row is the brand AI names most in that industry. The bar is how often it is named in that report’s answers, on the same 0 to 100 scale in every card.

Across countries

What 4 countries tell us

Questions on the same topics, asked in each country’s own words. Here is where the answers line up, and where they don’t.

The AI tools disagreeIn 10 of the 19 reports, ChatGPT, Gemini and Perplexity do not agree on who comes first.

Same company, different verdictZalando is named in 62.6% of fashion answers in Spain, and 14.7% in the UK.

AI changes its mindReports where the #1 brand changed from one day to another

Romania30 days of answers2 of 5

A day’s #1 is the brand named in the largest share of that day’s answers. A country is shown once each of its reports holds a week of answers.

How AI answers

What AI answers look like

Patterns from every answer we collected, country by country. Useful if you want your brand to show up in them.

Where AI readsEvery source link, by type of site

Romania30 days of answers
United Kingdom4 days of answers
Spain4 days of answers
Germany4 days of answers

Brand and product sites
Marketplaces
Media and blogs
Comparison and review
Other
Authority and reference
Community
Not yet classified

Community covers Reddit, forums, YouTube and social media. Brand sites are the sites of the companies we track.

The 10 most linked sitesTheir share of every source link

Romania30 days of answers23.9%
United Kingdom4 days of answers26.1%
Spain4 days of answers20.4%
Germany4 days of answers26.0%

Counted over every source link in the country’s reports.

Brands in one answerHow many brands an answer names, on average

Romania30 days of answers6.6
United Kingdom4 days of answers8.4
Spain4 days of answers7.9
Germany4 days of answers7.9

Counts every brand an answer names, not only the ones we track. Our questions ask which brand to use. Bars are scaled to the longest row, not to 100%, so read the numbers rather than the lengths.

Sources shown with an answerAverage per answer, by AI tool

Romania30 days of answers
- ChatGPT6.3
- Gemini5.3
- Perplexity11.3
United Kingdom4 days of answers
- ChatGPT8.2
- Gemini2.7
- Perplexity15.2
Spain4 days of answers
- ChatGPT7.0
- Gemini3.3
- Perplexity15.0
Germany4 days of answers
- ChatGPT6.6
- Gemini3.7
- Perplexity14.6

The links each AI tool showed with its answer, as we collected them. Bars are scaled to the longest row, not to 100%, so read the numbers rather than the lengths.

Local or internationalShare of source links on the country’s own web addresses

Romania (.ro)30 days of answers85.5%
United Kingdom (.uk)4 days of answers45.8%
Spain (.es)4 days of answers51.6%
Germany (.de)4 days of answers78.8%

A site counts as local by its address, not by who runs it, so a local site on a .com address counts as international.

Named with a sourceShare of brand mentions that come with a link

Romania30 days of answers65.2%
United Kingdom4 days of answers54.9%
Spain4 days of answers52.2%
Germany4 days of answers50.3%

Out of every time a brand we track is named, how often the answer links a source for it.

Method

How we measure this

Nothing here is estimated, modelled or surveyed. This is exactly what we do.

The same topics everywhere: Each industry asks about the same topics in every country, in that country’s own words, and asks again every day.
3 AI tools: ChatGPT, Gemini and Perplexity. We read every answer, one by one, instead of sampling.
Asked as real people: Every question is also asked as different types of buyer, because AI answers a first time buyer differently.
Collected every day: Romania has the longest record. The newer countries started later, so their figures move more until their record fills in.