AI tools produce different brand recommendation lists nearly every time they answer the same question, according to a new report from SparkToro.
The data showed a
Rand Fishkin, SparkToro co-founder, conducted the research with Patrick O’Donnell from Gumshoe.ai, an AI tracking startup. The team ran 2,961 prompts across ChatGPT, Claude, and Google Search AI Overviews (with AI Mode used when Overviews didn’t appear) using hundreds of volunteers over November and December.
What The Data Found
The authors tested 12 prompts requesting brand…

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