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What Drives Category Recommendations on AI Platforms?

Produced by Hard Numbers and Onclusive

Discover how earned media shapes AI-driven brand visibility. Download the report now to understand how influence, reach, and sentiment determine whether your brand gets recommended by AI.

Download the Report

AI Is Changing How Brands Get Recommended

As AI platforms like ChatGPT, Gemini, and Perplexity become the first stop for buyers, how these models talk about your brand matters more than ever.
Our joint report with Hard Numbers explores how earned media performance directly influences AI-driven recommendations — from category rankings to head-to-head brand comparisons.
Key insight: Brands with stronger earned media presence appear more often, rank higher, and face fewer “red flags” in AI-powered evaluations.

Key Findings

  • Influence drives visibility
    Brands with higher earned media influence are more frequently recommended by AI.
  • Reach expands recommendations
    Greater earned media reach correlates with more frequent brand mentions.
  • Sentiment shapes trust
    Positive coverage reduces risk signals and boosts credibility in AI outputs.
  • Sentiment boosts competitive edge
    Brands with strong sentiment are 3x more likely to win direct AI comparisons.


Earned media doesn’t just shape perception, it shapes how AI ranks and recommends your brand.

Download Report

Scope of the Study

143

global brands analysed by category

Earned Media

Online news + social media coverage

3 LLMs

tested: ChatGPT | Perplexity | Gemini

Get the Full Report
See the data behind AI-driven reputation.

Understand what makes brands more visible, trusted, and recommended by large language models.