Being Visible In AI Isn’t The Same As Being Remembered

AI is becoming a significant part of the consumer decision journey, with 70% of U.S. adults saying they have used AI tools or encountered AI-generated summaries when researching a company or product. But visibility does not necessarily translate into differentiation: 45% said AI-generated answers have made it difficult to choose between companies because they sounded too similar. After an AI-assisted comparison, only 26% remembered the company or product name, while 32% remembered information but not which company it came from.

The findings create an important conversation for advertising agencies, marketing firms, retailers, financial institutions, health care providers, professional services, home services and other local businesses. Sellers can encourage advertisers to focus not only on being found by AI, but also on building a distinctive brand through original expertise, customer experiences, recognizable messaging and content that gives consumers something specific to remember.