2025 AI Brand Reputation Index
The First Index of Its Kind
For the first time, we've measured how AI systems understand, describe, and recommend brands across major generative platforms. This index reveals which brands are winning in AI search — and which are invisible.
We analyzed over 100 brands across 15,000+ queries spanning ChatGPT, Claude, Gemini, and Perplexity. The results show a clear divide: brands that actively manage their AI reputation get recommended 3x more often than those relying on legacy SEO alone.
Key Findings
73% of brands are misunderstood by AI
AI models consistently misclassify products, confuse competitors, or omit brands entirely
Top brands are cited 8x more frequently
Leading brands appear in AI responses at dramatically higher rates than competitors
Outdated content is AI's #1 source
Most brand descriptions come from 2-3 year old blog posts, not current messaging
Structured data improves AI accuracy by 40%
Brands with proper schema markup are described more accurately across all platforms
Want to understand how we calculated these scores?
View Full Methodology →Explore the Full Interactive Index
See how 100+ brands rank across ChatGPT, Claude, Gemini, and Perplexity. Compare scores, explore detailed methodology, and understand what drives AI visibility.
Explore the Full Index →AI Brand Reputation Glossary
AI Reputation
How accurately and favorably large language models understand, describe, and recommend a brand across ChatGPT, Claude, Gemini, and Perplexity.
Digital Ground Truth
The collection of online content that AI models use to learn about a brand, including websites, documentation, press coverage, and third-party discussions.
LLM Visibility
The frequency and accuracy with which large language models cite, mention, and recommend a brand in response to relevant queries.
Answer Engine Optimization (AEO)
The practice of optimizing content for AI-powered answer engines to ensure accurate brand representation and increased AI-referred traffic.
AI Entity Understanding
How AI models comprehend a brand's category, positioning, differentiation, and competitive landscape based on available digital sources.
AI-Referred Traffic
Website visitors who discover and click through to a brand via recommendations or citations from AI chatbots and answer engines.