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Studies

What AI recommends, sector by sector

We ask AI assistants the questions shoppers and buyers ask in a sector, then count who they name and which sources they use. Each study gives the questions, the rankings and the method.

B2B software

UKChatGPT and GeminiOctober 13, 2026

LinkedIn and B2B prospecting tools in the UK: which ones ChatGPT and Gemini recommend

34 of 141ChatGPT and Gemini answers naming a LinkedIn automation tool

Apollo.io and HubSpot are named most, even on LinkedIn questions. LinkedIn automation tools appear in fewer than a quarter of the answers, Gemini names them more often than ChatGPT, and ChatGPT quotes LinkedIn’s own rules.

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Sports and fashion retail

UKChatGPTOctober 13, 2026

Sports retail in the UK: which brands and retailers ChatGPT recommends

11 of 28ChatGPT answers naming a retailer

Nike and Adidas are in almost every answer. Retailers are named in fewer than half, mostly when shoppers ask where to buy: JD Sports and Sports Direct lead, the sneaker specialists own launches.

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