A study analyzed 616 responses from 10 artificial intelligence tools to understand how Portuguese brands appear in AI recommendations. The research revealed that being mentioned by an AI assistant is far from meaning being actually recommended.
The study identified a new dimension of brand visibility in the digital context. Some brands appear dozens of times in the responses of the analyzed AI tools, but are almost never chosen as the final option when AI has to make a concrete recommendation.
On the other hand, there are brands that are less mentioned throughout interactions, but appear precisely at the moments when AI needs to make a decision and a definitive choice. This difference between mention and actual recommendation represents relevant data for understanding the true impact of AI on consumer preferences.
