Study

State of AI Search 2026: LLM Visibility for Brands

How do brands appear in AI systems such as ChatGPT, Perplexity, Gemini, and Google’s AI-generated answers? The first systematic analysis covering 11 industries and two regions. Includes a practical marketing roadmap.

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A study by AN Digital in collaboration with Peec AI

The study at a glance

11,000 prompts · 11 industries · DACH and USA · 6 AI models

Large Language Models are fundamentally changing search. Instead of a list of blue links, AI systems deliver direct answers, including sources and brand recommendations. The study “State of AI Search 2026: LLM Visibility for Brands” is the first systematic analysis of how brands appear in this new ecosystem.
Spanning 11 industries and two regions, the report reveals the sources used by the models, the recommended brands, and how visibility varies depending on the industry, region, funnel stage, and model. It concludes with a practical marketing roadmap for decisions starting in 2026.

The study answers this question:

Which sources do AI systems use and which brands do they recommend?
Which of five industry archetypes does your market correspond to?
How AI search differs in Germany, Austria, Switzerland (DACH) and the USA
How ChatGPT, Gemini, and Perplexity differ in source behavior
What five steps make up your marketing roadmap for 2026

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Key findings

AI search is a standalone ecosystem.

A website of one’s own is not enough. Visibility emerges from the interplay of corporate sites, platforms, publishers, reviews, and communities.

Industries follow five archetypes.

There is no one-size-fits-all LLM strategy. Whether you compete against platforms, for trust, or for professional authority depends on the market.

The DACH region and the USA need their own strategies.

The mechanics are similar, but the ecosystems differ significantly. The DACH region is more fragmented and regional, whereas the US is more platform-centric.

The brand corridor is stable.

Established brands reappear across numerous funnel stages and target audiences. New brands struggle to break in without a targeted strategy.

AI models differ noticeably.

Three profiles with differing source preferences: Google models lean heavily towards corporate and platform sources; ChatGPT and GPT-5 Search are reference- and publisher-oriented; Perplexity is more exploratory, featuring a greater emphasis on communities and reviews.

Methodology

The analyses are based on 11,000 Prompts across 11 Industries in the DACH Region (Germany, Austria, Switzerland) and the USA, distributed across six AI Models: ChatGPT, Gemini, Perplexity, Google AI Mode, Google AI Overview, and GPT-5 Search. The data collection period was January 16 to February 5, 2026.

All Prompts were categorized in advance by industry and use case, region, funnel stage (awareness, consideration, purchase), and target audience type. For each response, the study tracked the sources and domains used, brand visibility within a defined brand set for each industry, and — where sufficient data was available — Sentiment. Consequently, the study does not present an anecdotal snapshot but rather a robust picture of AI-powered search across 11 Industries.

From Analysis to Roadmap

In addition to the findings, the study provides a concrete marketing roadmap. It translates the insights into five steps:

Measure the status quo.

Step 1

Determine your brand’s LLM footprint.

Contextualize the market.

Step 2

Determine your own industry and market profile.

Set priorities.

Step 3

Strategic priorities based on industry archetype.

Derive measures.

Step 4

Make corporate content LLM-ready, engage with relevant ecosystems, close gaps in funnel and target audience coverage, and strategically leverage model profiles.

Make it measurable.

Step 5

Establish AI search as a fixed KPI area and monitor it continuously.

Frequently Asked Questions

What is the “State of AI Search 2026” study?

A data-driven analysis by AN Digital and Peec AI on how brands gain visibility in AI Systems such as ChatGPT, Perplexity, Gemini, and Google’s AI-generated answers. The study examines 11 Industries across the DACH Region and the USA and includes a practical marketing Roadmap.

What is the study based on?

Based on 11,000 Prompts across 11 Industries, two regions (DACH and USA), and six AI Models, collected between January 16 and February 5, 2026. Sources and domains, brand visibility, and sentiment were tracked.

Who conducted the study?

The study was produced by AN Digital in collaboration with Peec AI; the author is Benjamin Fickelscher. AN Digital was responsible for the strategic contextualization, while Peec AI handled the data collection.

Is the study free of charge?

Yes. You will receive the full study after a brief registration using your first name, last name, and email address.

The complete picture is contained in the study.

You can find all the data, the five industry profiles, and the complete marketing roadmap in the full PDF.

Available for free download