Who AI systems trust

The way in which brands gain visibility online is currently undergoing a fundamental shift. Whilst optimisation for Google rankings has been the focus for years, a new, powerful player is now entering the scene: artificial intelligence. Generative systems such as ChatGPT are increasingly determining which brands and information users are shown. But who does AI actually trust?

The AI Visibility Index 2025 provides, for the first time, detailed insights into this new world of visibility. The data shows that success in AI search does not depend on chance, but on strategic efforts to build trust and relevance. It is crucial for businesses to understand which brands are already recognised as authorities by AI systems – and why.

The top brands with AI trust – according to the AI Visibility Index 2025

A look at the data reveals some surprising winners and clear patterns. It is not just the expected tech giants that dominate the responses from AI systems. Rather, it is becoming apparent that thematic relevance and a broad presence on trustworthy platforms are crucial.

Industry leader in AI visibility

An analysis of various sectors reveals which sectors already enjoy a high level of AI visibility:

• Consumer Electronics: There is a high concentration of brands in this category. Samsung (59 per cent) and Apple (46 per cent) are the clear frontrunners. It is particularly difficult for new brands to gain a foothold in the AI responses here.

• Digital Technology: Unsurprisingly, the big names are leading the way here too. Microsoft (46 per cent) and Google (37 per cent) are in the lead, followed by Amazon (20 per cent).

• Financial Services: The results here are already showing greater variation. Fidelity (31 per cent) and Vanguard (28 per cent) hold a strong position, closely followed by established banks such as Chase (28 per cent) and Capital One (28 per cent).

• Business & Professional Services: In this area, brands that provide valuable content come out on top. In addition to Google (23 per cent) have HubSpot (11 per cent) and Square (10 per cent) have become established as relevant sources for AI systems.

• Fashion & Clothing: The fashion industry provides a fascinating example. Alongside luxury brands such as Hermès (13 per cent) and Gucci (13 per cent) achieved by the outdoor brand Patagonia (16 per cent) remarkable visibility. This highlights the fact that thematic authority and a clear stance are valued in AI models.

Where AI gets its information from: the source split

The data also shows that different AI systems prioritise different sources. Being present on the right platform is crucial. When comparing ChatGPT with Google AI Mode, the differences become clear:

Apple: It remains a top source in both systems (76 per cent for ChatGPT, 84 per cent for Google AI Mode).

Patagonia: It is significantly more prevalent in ChatGPT (55 per cent) than in Google AI Mode (34 per cent).

Fidelity: Achieves enormous visibility on ChatGPT (101 per cent), which is slightly lower in Google AI Mode (69 per cent).

HubSpot: It is an extremely important source for ChatGPT (72 per cent), whilst the brand plays a significantly smaller role in Google AI Mode (17 per cent).

These figures show that a multi-platform strategy is essential. Anyone who optimises solely for Google misses out on valuable visibility in other widely used AI applications.

Why diversity makes all the difference: a focus on brands and sources

Two further key figures from the index are particularly revealing for companies: brand diversity and source diversity.

Brand Diversity measures the average number of different brands mentioned in an AI response to a question.

• High diversity (e.g. Business & Professional Services, with 4.44 brands per prompt): In these sectors, there is more competition, but also more opportunities to be recognised as a key player. Clear differentiation is the key to success here.

• Low variety (e.g. consumer electronics, with 1.5 brands per prompt): This sector is dominated by a handful of major players. New entrants must target specific niches and build authority on external platforms in order to gain visibility.

Source Diversity shows how many different sources an AI draws on to compile its answer.

Wide variety of sources (e.g. Business & Professional Services with 14.05 sources): This presents a huge opportunity for B2B brands, thought leaders and experts. The more sources an AI draws on, the greater the likelihood of being included as a quote or reference.

Low source diversity (e.g. consumer electronics with 6.71 sources): In these areas, AI relies on a small number of established sources of knowledge. The strategic placement of content on precisely these platforms is crucial here.

Conclusion: Building trust that scales

The AI Visibility Index 2025 makes it clear: AI visibility is no accident. Brands such as Apple, Fidelity and HubSpot have succeeded because they are perceived as trusted sources for relevant topics beyond their own websites. They have a presence where AI seeks answers: in specialist forums, on knowledge platforms and in high-quality publications.

For your business, this means: don’t wait any longer. Start positioning your brand strategically within the ecosystems relevant to AI right now. Those who focus on building visibility in generative systems today will foster trust that scales over the long term and secures a decisive competitive advantage.