The highest tier of adverts remained comparatively constant throughout platforms, however the center of the pack proved risky. Ramp, for instance, was ranked No. 3 in Claude, No. 5 in ChatGPT, and dropped to No. 11 in Gemini. Dove adopted an analogous sample, inserting No. 2 in Claude, No. 7 in ChatGPT, and No. 13 in Gemini.
In a panorama more and more formed by LLMs, advert memorability seems to be decided much less by spend and extra by how simply a marketing campaign will be summarized, cited, and reinterpreted by machines.
The place–and why–LLMs disagree
The evaluation highlights why AI fashions keep in mind the Tremendous Bowl in a different way.
ChatGPT, for instance, favored adverts that might be defined clearly in dialog, producing balanced, narrative-driven responses. Claude prioritized emotional resonance and function, elevating campaigns that emphasised values or storytelling.
Perplexity leaned on data and citations, giving weight to adverts with robust press protection or extensively shared recaps. Gemini targeted on mainstream visibility and tech relevance, rewarding campaigns with broad consciousness or media presence.
Grok, in the meantime, was attuned to tradition and sentiment, amplifying adverts that sparked humor, controversy, or social response.
LLMs favor challenger manufacturers
A number of challenger manufacturers punched above their weight in AI recall, per Emberos.
Ramp, which ranked No. 4 general, benefited from the readability of its B2B messaging, which made it simple for fashions to summarize and cite. It additionally appeared ceaselessly in enterprise and tech recaps, boosting its rating in Claude and ChatGPT past what public reputation polls advised.
Make investments America, at No. 11, equally over-indexed: Its finance-focused adverts lent themselves to structured, informational narratives, giving them constant visibility throughout prompts.
Even ai.com, at No. 18, earned a lift because of what Emberos calls “AI key phrase gravity,” with fashions favoring its AI-adjacent branding—notably in Gemini—whereas different platforms saved it mid-tier.
Emberos’ AI Affect Index means that a number of challenger manufacturers loved greater AI visibility than “general-popularity expectations, probably as a result of their messaging was unusually simple for LLMs to summarize, cite, and re-contextualize in follow-on prompts.”
