Use case: Brand visibility in ChatGPT
How does ChatGPT talk about brands? We analyze a real example and show which patterns emerge.
The example: CRM software market
We tested ChatGPT with various CRM software queries – and analyzed which brands are mentioned.
Queries:
- →'What is the best CRM software?'
- →'Which CRM is suitable for startups?'
- →'What's cheaper: Salesforce or HubSpot?'
Results: Which brands are mentioned?
Query 1: 'What is the best CRM software?'
ChatGPT mentions:
- 1. Salesforce (as 'market leader')
- 2. HubSpot (as 'user-friendly')
- 3. Pipedrive (as 'focused on sales')
Query 2: 'Which CRM is suitable for startups?'
ChatGPT mentions:
- 1. HubSpot (as 'free available')
- 2. Pipedrive (as 'simple')
- 3. Zoho CRM (as 'affordable')
Query 3: 'What's cheaper: Salesforce or HubSpot?'
ChatGPT answers:
'HubSpot is cheaper as it offers a free version. Salesforce is more expensive but more comprehensive.'
'ChatGPT doesn't name the objectively best solution – but the brands most frequently mentioned in relevant contexts.'
Pattern 1: Frequency beats quality
Salesforce is always mentioned – not because it's objectively the best CRM, but because it's mentioned most frequently.
This shows: Presence = visibility.
Pattern 2: Context determines recommendations
For 'Which CRM is suitable for startups?', ChatGPT names different brands than for 'What is the best CRM?'.
This shows: AI understands context – and adapts recommendations.
Brands present in specific contexts (e.g. 'for startups') are preferentially mentioned there.
Pattern 3: Attributes are assigned
ChatGPT links brands with attributes:
- →Salesforce = 'market leader', 'comprehensive'
- →HubSpot = 'user-friendly', 'free'
- →Pipedrive = 'focused on sales'
These attributes come from training data – from what people have written about these brands.
Pattern 4: Source bias
Brands frequently mentioned in tech blogs are weighted more heavily by ChatGPT.
Example: Pipedrive appears often – despite being smaller than Zoho. Why? Because Pipedrive is mentioned in many English-language startup blogs – a source ChatGPT weights heavily.
What does this mean for your brand?
If you want ChatGPT (or Claude, Perplexity, etc.) to mention your brand, you need:
- 1.
Frequent mentions
The more often you're named in relevant sources (blogs, forums, reviews), the higher your visibility.
- 2.
Clear contexts
Position yourself clearly: 'CRM for startups' is better than just 'CRM'.
- 3.
Defined attributes
Communicate consistently: What do you stand for? 'User-friendly', 'affordable', 'for sales'?
- 4.
Presence in high-quality sources
Tech blogs, trade publications, G2/Capterra – the more trustworthy the source, the stronger the effect.
How art8 helps you
With art8 you can see:
- →Is your brand mentioned by ChatGPT?
- →In which contexts?
- →With which attributes?
- →How do you compare to competitors?
Point of Truth
This case study shows: ChatGPT isn't an objective advisor – but a mirror of public perception.
Those present in relevant sources get mentioned. Those absent disappear.