How AI-Driven Recommendations Are Changing Brand Visibility and Consumer Behavior

The Changing Landscape: AI Recommendations and Brand Visibility

In a groundbreaking study conducted by Erlin, it has been unveiled how artificial intelligence (AI) is influencing the way consumers discover and select products. This report, titled 2026 State of AI Search, reveals a significant shift in brand visibility and consumer behavior as AI search engines replace traditional search methods.

The Study Findings

Erlin's research tracked over 500 brands for a period of six months, examining their visibility across popular AI platforms including ChatGPT, Claude, Gemini, and Perplexity. The results are striking: brands recommended by AI have conversion rates that are three to six times higher than those found through standard Google searches. However, this high-converting traffic is concentrated, with only 15% of brands receiving over 80% of the AI recommendations.

The study also highlighted a visibility gap of nine times between brands that optimize for AI visibility and those that do not. This underscores the fact that merely excelling in Google SEO does not guarantee being recommended by AI systems, as they utilize different evaluation criteria than traditional search engines.

Key Influencing Factors

Erlin identified five key structural signals that determine AI recommendations:
1. Clarity of Information: Brands that provide clear and specific facts tend to be favored over those making vague claims.
2. Independent Mentions: Recognition from independent third-party sources adds credibility and encourages AI systems to recommend those brands.
3. Website Structure: A well-organized website that allows for easy extraction of information plays a crucial role in AI visibility.
4. Recent Updates: Brands that keep their information updated are more likely to be recognized by AI.
5. Consistency Across Platforms: Ensuring that brand details remain consistent across various platforms is vital for AI recognition.

The AI-Driven Future

Erlin’s study indicates a trend toward AI taking command of consumer searches, with projections suggesting that by 2028, AI will manage 75% of all Google searches. With this transition, approximately $750 billion in revenue within the United States is expected to flow through AI recommendations as opposed to traditional search results. This marks a pivotal moment for brands, necessitating a reevaluation of marketing strategies in favor of AI optimization.

Insight from Marketing Leaders

In tandem with the study, Erlin surveyed over 200 marketing leaders, revealing that 67% are unaware of how to measure AI recommendations for their brands and 58% indicated that no one in their organization is responsible for managing AI visibility. This lack of awareness could be detrimental as more consumers turn to AI for comparative shopping and purchasing decisions.

Conclusion

As the role of AI in marketing and consumer interactions evolves, so, too, must brands adapt their strategies to ensure visibility and conversion. The findings from Erlin’s extensive research serve as a clarion call for companies to prioritize AI optimization and monitor their emanation within AI systems. Businesses that grasp this opportunity will likely rise above their competition in an increasingly AI-driven market.

To gain deeper insights into how AI selects brands and the structural elements driving inclusion in AI recommendations, brands can download the complete report from Erlin's website. This valuable information will help shape a brand’s approach as they navigate the future of consumer interactions through AI.