AI Assistants Decide Who Gets the Sale: Data from Jellyfish and Tinuiti
Alexa recommended toys from 177 brands almost exclusively from Amazon's store. ChatGPT gave 24 retailers, Google's AI Mode — 37, Jellyfish found.
When asked for toy recommendations, Alexa for Shopping showed products from 177 brands — and almost all of them came from Amazon's own storefront. For the same question, ChatGPT suggested 24 retailers, and Google's AI Mode suggested 37. This is the key finding of an analysis using Jellyfish's Share of Model tool, which tracked recommendations from three assistants across eight product categories in the US, UK, Australia, and Singapore.
What does this change for brands?
AI assistants are becoming a new "gatekeeper" between brands and shoppers: they select products according to rules that marketers don't yet understand. A brand's visibility in AI responses depends on whether it is represented in the stores that a particular assistant is willing to browse. And who gets the sale is largely determined by which assistant the shopper opened.
Who leads in retailer citations?
Among all the assistants, Microsoft Copilot cites retailers most often — according to data from the agency Tinuiti, which tracked which e-commerce sites the assistants cite in their responses to queries. In July, the top-100 retailers captured 34% of Copilot's citations.
That is more than triple their share in Google's AI Mode and more than eight times their share in ChatGPT.
Tinuiti partly attributes this to Reddit's position: the platform blocks Copilot's crawlers, freeing up space for stores.
What is the overall trend?
Across all six tracked assistants, retailers' share of citations declined: from 14% in the second quarter to 14% in July — the figure held steady amid a change in the period's methodology.
The takeaway for marketers is obvious: optimization for AI assistants is becoming a discipline of its own. It's not enough for a brand to be present in a major store — it needs to be in the assortment of the retailers that each specific assistant relies on when generating an answer.
Source: Digiday
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