Episode 40: 89% Vacancy
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Episode 40: 89% Vacancy
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In Episode 35, Jeff showed you that once a brand claims a category in AI search, it holds onto it 90% of the time. This episode is the other half of that story.
New data from Semrush and analyst Kevin Indig at Growth Memo, covering more than 1,000 categories inside ChatGPT, shows that only 15.2% of categories currently have a clear owner. The rest — 53.7% — are wide open, with no brand holding a repeatable lead.
Here’s the twist: split those categories by how much actual AI search demand they carry, and ownership gets rarer, not more common, as the stakes go up. The biggest categories, which account for 98% of all demand in the study, have the lowest ownership rate of the entire dataset — just 11.3%. As a result, 89.3% of all AI search demand sits in categories where nobody has locked in the lead.
Jeff also breaks down how ownership varies dramatically by industry — from 61.6% owned in retail to 0% owned in legal — and lays out the strategic question every business owner should be asking their team this week: which of your core categories still has the door open, and are you even trying to be the answer there?