AI assistants overwhelmingly recommend category leaders in India, study of 375 responses finds
A Business Standard analysis across skincare, appliances, hospitals, banks and insurance shows AI tools skewing toward incumbents: Minimalist drew a 92% recommendation share, Cetaphil 84%, CeraVe 64%, and LG appeared in 74 of 75 appliance responses. With 84% of citations sourced from earned media, brands eye Generative Engine Optimisation to shape what AI recommends.
Business Standard analysis of 375 AI-generated recommendations shows AI assistants favor category leaders across skincare, appliances, hospitals, banks and insurance in India, raising questions about how brands can influence AI recommendations via Generative Engine Optimisation.
Why this matters
AI assistants are consolidating recommendations around incumbents, and Minimalist's 92% share signals how category leaders dominate AI-generated advice while brands turn to Generative Engine Optimisation to shape outputs.
Retail-brand signals accelerating at +302200% QoQ.