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We regularly publish aggregated, anonymised figures from our platform. No consultancy estimates: real, dated measurements with their exact scope. Because a statistic without a scope is worth nothing.
The scope
Between September 2025 and June 2026, the platform ran 104 complete audits for 65 brands, analysing 6,820 answers produced by 44 distinct AI models (ChatGPT, Claude, Gemini, Perplexity, Mistral, DeepSeek and others), in native mode (model memory) and web mode (online search). The full methodology, confidence intervals included, is documented on our methodology page — including what we do not measure.
Finding 1 — Unprompted visibility: 16%
On questions a customer would ask without naming the brand (“which solution for…”, “who would you recommend for…”), the audited brand appears in only 16% of answers (106 mentions out of 657 answers, a sub-sample of 13 brands with entity extraction). In other words: in more than 8 answers out of 10, a competitor — or nobody — holds the ground.
Finding 2 — AIs invent web addresses for 66% of brands
This is the figure that surprises our clients most: 699 non-existent URLs cited by AIs were detected, affecting 43 brands out of 65 (66%). AIs fabricate plausible links to pages that never existed. And it is not theoretical: 8 of these invented addresses received real visits — humans clicking and landing on an error page.
Finding 3 — Memory and web: two brand images, 7 points apart
Across the 63 audits measuring both modes, the average visibility score is 63.4/100 in native mode (the model's memory, no browsing) versus 70.5/100 in web mode (online search enabled). Model memory under-represents brands: what an AI “knows” about you dates from its training, and only web mode reflects your recent content. Any strategy ignoring one of the two modes measures half the problem.
Finding 4 — When a brand appears, it ranks well
Across the 4,757 answers where the audited brand is mentioned, its average position is 2.0. The practical conclusion is counter-intuitive: the battle is not about rank within the answer, it is about getting into the answer. Once cited, you are rarely buried.
The limits of these figures
This data comes from brands that chose to audit themselves — a sample that is not representative of all companies. Sub-samples are stated for each finding. Figures evolve with every model update; we will republish this barometer with fresh data.
Want to know where a specific brand stands? That is exactly what an audit measures — and post-action re-testing proves progress, numbers in hand.
