Executive summary
Brands often named by AI platforms are not the sources AI cites: under half of top-mentioned brands also appeared among top-cited sources in every month and both markets. In July, Tesco ranked 25th among ChatGPT's cited UK domains and Asda 606th.
Key findings
- 63-70 vs 48.3-51.9 Platforms agree on brands more than sources
Overlap out of the top 100 between platforms in the UK: brands versus sources. - < 50% Mentions are not citations
Share of top-mentioned brands also among top-cited sources, every month in both markets. - 29.5% News sites dominate UK ChatGPT citations
Share of ChatGPT's top-100 UK citation weight, against 19.6% in the US. - 7 US domains Famous brands can be uncited
Top-100 mentions on every platform every month, yet never top-500 citations.
Methodology
Seven monthly measurements, January to July 2026, across ChatGPT, Gemini and Google AI Mode using fixed prompt pools of 2.5 million UK and 25 million US prompts a month, and AI Overviews using a separate keyword-based collection, in 22 categories.
Semrush, which Adobe owns, published the 57-page report on October 13, 2026. It is the first edition with a UK benchmark, presented at Spotlight London. PPC Land and MarTech reported on it.
How to read it
The report measures recurrence, not growth, and says it “does not establish that a visibility change caused a commercial result”. Claude, Perplexity and Copilot are not included, results are not weighted by platform usage, and Adobe, which owns Semrush, also appears on the brand list.