Send us Fan Mail

📬 You like this podcast? You’ll love the newsletter.
Join the weekly The Visibility Report: subscribe

Does ChatGPT recommend the same brands to everyone?

In this episode of Found in AI, Cassie Clark talks with Joao from Friction AI about new research examining how personalization changes the brands recommended by ChatGPT, Gemini, Claude, and Perplexity.

The study compared responses collected through APIs, anonymous AI accounts, and accounts that had been primed with specific user personas over two weeks. The results show that personalization does influence brand recommendations — but the effect varies considerably depending on the AI platform.

Cassie and Joao discuss:

• How ChatGPT, Gemini, Claude, and Perplexity respond differently to personalization
• What changed between API, anonymous, and personalized responses
• Why geography can affect the brands and sources AI systems surface
• What personalization means for local and global brands
• Why creating more content isn't automatically the answer when your brand isn't appearing
• What marketers should understand about the methodology behind AI visibility tools
• Why personalization doesn't make AI visibility measurement useless — it makes repeated measurement more important

Read the research:

The original research report: The Personalization Gap: How a Model's Knowledge of the User Reshapes Brand Recommendations in Generative AI

Cassie's insights

Friction AI's insights

--

Cassie Clark is an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at cassie@cassieclarkmarketing.com.

Or request your AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/