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We talk about "AI" as one thing. But ask ChatGPT, Gemini, Claude and Perplexity the same question: do they say the same thing about your brand? We measured. The answer is no — and the gap is wide.
The scope
We took 617 questions, each asked to several models in parallel (4.3 models on average: ChatGPT, Claude, Gemini, Perplexity and others), in real audits. For each answer, we measure whether the audited brand actually appears (entity detection on the produced text). Then, question by question, we check whether the models agree.
The finding
In nearly one question in four, at least one model cites the brand and at least one other does not — on the exact same question. In other words: your visibility is not a stable property, it is a variable that depends on which model is asked.
Why AIs diverge
Three reasons combine. First, each model has a different training memory, frozen at a different date: what one "knows" about you, another ignores. Second, some models browse the web and others answer from memory — two distinct brand images (we measured a 7-point gap in our barometer). Third, they do not draw on the same sources: LinkedIn, Wikipedia, reviews, registries weigh differently from one model to the next (see our study on sources).
What it implies
A visibility audit on a single model measures one reality out of four. Claiming to be "visible on ChatGPT" says nothing about Gemini, Claude or Perplexity — and your customers use one or the other at random. That is precisely why we query 50+ models and reason in distribution, with confidence intervals, rather than on a single number. The method is public on our methodology page, and the Observatory tracks these figures over time.
The limits of these figures
This data comes from brands that chose to audit themselves — not a representative sample. "Disagreement" is about presence (the brand appears or not), not the detail of wording. Rates evolve with every model update.
Want to know which models you appear on — and which ones you're invisible on? That is exactly what an audit measures, model by model.
Every question asked to ChatGPT without your name in the answer is a competitor recommended instead of you — measured across 6,820 real AI answers.