Observed Signal · Aug 18, 2026 · Research Study · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Neutral
Search & AI brand visibility Market: Study: AI visibility often diverges from SEO rankings
Fractl analyzed how three large language models (GPT-4o, Gemini 2.5 Flash, and Claude Sonnet 4.6) referenced brands across eight industries and compared those references to traditional SEO metrics from Ahrefs. While more than 90% of brands showed alignment between search authority and AI visibility, notable outliers existed: about 5% of brands (471) were underrepresented in model responses and about 4% (377) overperformed relative to their SEO footprint. Only 11% of brands were referenced by all three models, and model-specific recall patterns (e.g., Claude favoring SaaS/insurance, Gemini favoring travel/healthcare) create measurement and strategy challenges. The study concludes brands should measure AI recall separately, strengthen third-party corroboration, and fix categorization signals to improve AI recall.
Quantitative study showing that LLM recall often diverges from traditional SEO, with actionable implications for SEO measurement, brand categorization, digital PR, and model-specific visibility tracking.
Wichtigste Kernpunkte & Evidenz
- Fractl analyzed 4,320 model responses and more than 8,500 unique brand references across eight industries.
- About 5% of brands (471) were underexposed in LLMs despite high domain ratings and organic traffic.
- About 4% of brands (377) overperformed in AI references relative to their traditional SEO metrics.
- Only 11% of brands (900) in the dataset were referenced by all three models; 77% were referenced by only one model.
- Monday.com was the largest overperformer with an AI Visibility Score of 0.71.
Verknüpfte Unternehmen
28 verknüpfte UnternehmenTrustpilot
Öffentliche Bewertungsplattform mit SaaS-Tools für das Reputationsmanagement von Unternehmen.
“Legacy insurance carriers got displaced:Aetna, Cigna, Humana, Liberty Mutual, and Trustpilot all sat at DR 80+ with millions of monthly visi...”
Humana
Unclear / To Be ClassifiedHumana ist ein führender US-amerikanischer Krankenversicherer mit Fokus auf staatlich geförderte Medicare-Programme und vertikal integrierte Versorgungs- sowie Apothekendienstleistungen.
“Legacy insurance carriers got displaced:Aetna, Cigna, Humana, Liberty Mutual, and Trustpilot all sat at DR 80+ with millions of monthly visi...”
SEMrush
B2B-Marketing-Intelligence-Software für SEO, SEA, Content-Marketing und Wettbewerbsanalysen.
“MarTech is owned by Semrush....”
Anthropic
Anbieter von KI-Basismodellen, der intelligente KI-Assistenten und Modell-APIs für Entwickler und Unternehmen bereitstellt.
“Fractl analyzed AI visibility across eight industries using GPT-4o, Gemini 2.5 Flash, and Claude Sonnet 4.6....”
Expedia Group
Online-Reise-Marktplatz-Gruppe mit einem skalierbaren Werbegeschäft für die Reisebranche.
“Travel was the most concentrated category:Booking.com (285 mentions), Airbnb (227), and Expedia (215) accounted for roughly 20% of the secto...”
Professionelles soziales Netzwerk für Personalbeschaffung, Werbung, Vertrieb und Weiterbildung.
“Six of the top 15 overperformers were in education:Stanford, MIT, Khan Academy, LinkedIn Learning, IBM Data Science, and Google Career Certi...”
Spotify
Audio-Streaming-Plattform mit Abonnements, Werbemöglichkeiten und Creator-Tools für den globalen Markt.
“A few of the patterns we spotted:Microsoft and Spotify topped the list in FinTech:They’re the giants of traditional visibility, but the mode...”
Samsung Electronics
Globaler Elektronikhersteller, der Hardware, Streaming, Werbung und digitale Dienste über ein vernetztes Ökosystem monetarisiert.
“Lifestyle was the loudest signal of the methodology working:Patagonia, Allbirds, Eileen Fisher, and Everlane (sustainability-coded direct-to...”
monday.com
Eine hochgradig anpassbare B2B-Work-Management- und Business-Workflow-Plattform zur teamübergreifenden Orchestrierung komplexer Geschäftsprozesse.
“Monday.com was the biggest overperformer in the dataset,with an AI Visibility Score of 0.71....”
Peloton
Vernetzte Fitness-Hardware kombiniert mit einer abonnementbasierten Plattform für On-Demand- und Live-Workouts.
“Wellness had the deepest bench:Peloton, Headspace, Calm, Whoop, and Oura all cleared 168 mentions....”
Progressive
Führender US-amerikanischer Versicherungskonzern, der Privat- und Geschäftskunden maßgeschneiderte Versicherungspolicen anbietet.
“Root Insurance (165) ranked above Progressive (114)....”
Coursera
Eine führende, globale digitale Bildungsplattform für Endverbraucher, Unternehmen und akademische Graduierte, die ein integriertes Ökosystem für Workforce Transformation und anerkannte Zertifikate bereitstellt.
“The pattern held across every sector. A handful of categories do have winners the models clearly recognize, but plenty of the time, those pi...”
State Farm
Ein führender US-amerikanischer Anbieter von Versicherungs- und Finanzdienstleistungen.
“Insurance broke the way industry watchers should have expected:Lemonade (213) ranked above State Farm (172)....”
Airbnb
Ein globaler Consumer-Reise-Marktplatz für Unterkünfte, Entdeckungen und lokale Dienstleistungen.
“Travel was the most concentrated category:Booking.com (285 mentions), Airbnb (227), and Expedia (215) accounted for roughly 20% of the secto...”
Medtronic
Unclear / To Be ClassifiedGlobaler Hersteller von Medizintechnik und Gesundheits-Technologien.
“Healthcare giants were under-indexed.Medtronic, GoodRx, Humana, and 23andMe....”
Ahrefs
SEO-Intelligence- und Web-Analytics-Software für Marketer und Agenturen.
“Fractl then mapped the brands identified in those responses to Ahrefs data, including domain rating, organic traffic, referring domains, and...”
Stripe
Finanzinfrastruktur-Plattform für Zahlungsabwicklung, Rechnungsstellung, Betrugsprävention und digitale Handelsaktivitäten.
“The pattern held across every sector. A handful of categories do have winners the models clearly recognize, but plenty of the time, those pi...”
Root Insurance
Telematik-gestützter digitaler Versicherer mit einer Mobile-First-App für Endverbraucher.
“Root Insurance (165) ranked above Progressive (114)....”
PayPal
Digitales Zahlungsnetzwerk, das digitale Geldbörsen, Händler-Tools und Commerce Media vereint.
“SaaS and FinTech sat between 3% to 4% over and 6% under. That’s because in these categories, the story is one incumbent replacing another (S...”
Microsoft
Ein diversifiziertes Plattformunternehmen für Software, Cloud-Infrastruktur, digitale Werbung und Gaming.
“A few of the patterns we spotted:Microsoft and Spotify topped the list in FinTech:They’re the giants of traditional visibility, but the mode...”
IBM
Anbieter von Enterprise-Cloud, KI, Sicherheitslösungen und Consulting.
“Six of the top 15 overperformers were in education:Stanford, MIT, Khan Academy, LinkedIn Learning, IBM Data Science, and Google Career Certi...”
Sephora
Prestige-Beauty-Händler mit Omnichannel-Commerce, loyalitätsbasiertem Engagement und digitalen Shopping-Features.
“Lifestyle was the loudest signal of the methodology working:Patagonia, Allbirds, Eileen Fisher, and Everlane (sustainability-coded direct-to...”
Notion
Eine vereinheitlichte All-in-One-Workspace-Plattform, die Dokumentation, Wissensdatenbanken, Datenbanken und Projektmanagement in einer kollaborativen Oberfläche konsolidiert.
“The pattern held across every sector. A handful of categories do have winners the models clearly recognize, but plenty of the time, those pi...”
OpenAI
Anbieter von Foundation-Modellen, der KI-Software, APIs und Abonnements für Entwickler, Unternehmen und Endverbraucher vertreibt.
“Fractl analyzed AI visibility across eight industries using GPT-4o, Gemini 2.5 Flash, and Claude Sonnet 4.6....”
Allbirds
Nachhaltige Schuhmarke, die ihre Produkte direkt an Endverbraucher sowie über eine eigene Resale-Plattform vertreibt.
“Lifestyle was the loudest signal of the methodology working:Patagonia, Allbirds, Eileen Fisher, and Everlane (sustainability-coded direct-to...”
Booking.com
Global travel marketplace connecting travellers with accommodation, transport and activity suppliers.
“Travel was the most concentrated category:Booking.com (285 mentions), Airbnb (227), and Expedia (215) accounted for roughly 20% of the secto...”
MIT
Eine gemeinnützige Universität mit wegweisenden Angeboten im Bereich des digitalen Lernens und spezialisierten Medienpublikationen.
“Six of the top 15 overperformers were in education:Stanford, MIT, Khan Academy, LinkedIn Learning, IBM Data Science, and Google Career Certi...”
Suchmaschinen-, Video-, AdTech- und Cloud-Gigant innerhalb des Alphabet-Konzerns.
“Six of the top 15 overperformers were in education:Stanford, MIT, Khan Academy, LinkedIn Learning, IBM Data Science, and Google Career Certi...”
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