AI brand rankings reveal gap between sales and AI recommendations

AIBIX announced on the 21st the results of the 'AI Brand Competitiveness Index (AIBIX),' which measured 137 brands across five living categories using four generative AIs, including ChatGPT. According to the analysis, the overall category leaders were Joeneun-kkeum (sanitary pads), Downy (fabric softener), Persil (laundry detergent), Sensodyne (toothpaste), and Simmons (beds). Notably, Persil was the only brand to rank first across all four AIs.

AI responses varied significantly depending on the specificity of the questions. ra.L, which ranked second overall in sanitary pads, recorded an overwhelming first place (91.7%) for questions regarding 'wearing comfort,' while Sensodyne monopolized the top spot when searching for 'sensitive teeth' in the toothpaste category. Conversely, niche questions such as 'cost-effective sanitary pads' or 'mattresses good for back pain' saw multiple brands mentioned without a single dominant leader.

A discrepancy was also observed between actual market performance and AI responses. Coway (subscription services) ranked only 10th in AI evaluations, while Pigeon, which holds 3rd place in the fabric softener market, surpassed 2nd-place Saffron to take 2nd place in the overall AI ranking. This gap is attributed to past information accumulated online influencing AI responses, creating a time lag relative to recent trends or sales performance.

Persil's overwhelming first-place finish in the laundry detergent sector was driven by its 'Excellent' rating from the Korea Consumer Agency. This demonstrates that test results from authoritative institutions serve as powerful marketing weapons in the AI era.

Kim Jun-hyun, CEO of AIBIX, advised, "Just because a brand is number one in sales or volume does not mean AI will unconditionally recommend that brand. It is wise for consumers to compare answers by making their questions more specific rather than asking vague ones."