AI Recommendation Rates Have Fallen Short
A new report found brands are rarely prioritized in AI-generated responses to consumer research queries.
Updated on Sept. 28, 2026 in Artificial Intelligence
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The Reputation to Revenue 2026 report reveals that brands were the primary recommendation in only 29% of AI responses. Analysis showed that 36% of answers were entirely unbranded, while 35% mentioned brands without selecting them as a preferred option.
Why it matters
AI-driven decision support has become a dominant consumer behavior, with users researching products 20 times more than seeking post-purchase help. Because most AI citations rely on third-party sources rather than brand-owned content, companies face challenges in controlling their visibility.
The study analyzed 31,200 AI responses and 420,903 anonymized prompts to track how search queries influence outcomes. Only 40% of repeated AI test groups returned the same recommendation, highlighting a lack of consistency in how AI engines process commercial requests.
The players
Leoprd
This research firm conducted the Reputation to Revenue 2026 study to evaluate brand visibility in artificial intelligence platforms.
Prompt Cowboy
This entity provided the anonymized and de-identified prompt data that allowed researchers to analyze user behavior within AI models.
The details
Leoprd researchers found that 86% of citations in AI responses originated from sources outside of brand-owned properties, suggesting that external media coverage and reviews drive AI logic. While fintech brands achieved a 32% preference rate when mentioned, the inconsistent output across repeated tests poses a significant hurdle for brands attempting to leverage AI for customer acquisition.
Timeline
The Reputation to Revenue 2026 report was published in September 2026.
Additional findings will be presented at the HumAIn conference on October 13-14, 2026.
The Tech Race
This research quantifies the ongoing shift from traditional search engine optimization toward AI-based decision support. It marks a transition where corporate visibility is no longer defined by web traffic, but by how AI models digest and prioritize external media and peer reviews.
Consumers relying on AI for product research should be aware that the recommendations they receive are frequently unbranded or lack specific product preference. Users may need to cross-reference AI-generated lists with independent reviews to ensure they are seeing the full range of available options.
The takeaway
Brands must adapt their digital presence to influence third-party citations rather than relying on their own websites to drive AI recommendations. Consumers should treat AI results as a starting point for research rather than an exhaustive or finalized list of product choices.
What happens next
Further findings from the Reputation to Revenue 2026 report are scheduled for presentation at the HumAIn conference on October 13-14, 2026.
Further reading
For more information on the evolving landscape of automated search, visit the Artificial Intelligence section.
More information
To review the full data sets and methodology, access the Reputation to Revenue report.
Live Poll
Do you trust AI tools to provide neutral and unbiased recommendations for products and services?
