Key Takeaways
- Skyword found that 45% of U.S. adults have struggled to choose between companies because AI-generated answers made them sound too similar.
- Only 26% of consumers remembered a company or product name after AI-assisted research, which shows that an AI citation doesn’t guarantee brand recall.
While AI is now part of how consumers research companies, new data from Skyword finds that 45% of U.S. adults have had trouble choosing between two companies because AI-generated answers made them sound too similar.
The finding points to a growing consideration for B2B marketers: Appearing in AI-assisted research does not mean a brand will stand out or be remembered. In a survey of 1,000 U.S. adults, 70% said they have used AI tools such as ChatGPT or encountered AI-generated summaries when researching a company or product.
Additionally, 61% have relied on AI tools or AI-generated summaries at least sometimes when deciding whether to buy from one company over another.
Why Isn’t an AI Citation Enough to Influence Buying Decisions?
Skyword CEO Andrew Wheeler noted the survey reflect the company’s assertion that being visible or cited in an AI-generated answer is not the same as influencing a decision.
“A citation may show that a brand’s content contributed to the generated response, but it does not mean the brand will be the company a consumer remembers or considers,” said Wheeler in a statement. “Brands must create unique content with a differentiated point of view to stand out as a category authority and be recommended by AI, not just cited.”
Do Consumers Remember Brands After AI-Assisted Research?
The research points to a potential recall challenge. Less than half (42%) remembered specific details about the company or product, 32% remembered general information without remembering which company it came from and only 26% remembered the company or product name.
The recall findings suggest that consumers can come away from AI-assisted comparisons remembering what they learned without retaining which brand was cited for the information.
Consumers offered a clue about what makes AI interactions feel related to a specific company. When asked what made an AI chat assistant on a company’s website feel like that specific company rather than a generic chatbot, the survey found:
- 36% pointed to company-specific knowledge, the most-cited response.
- 25% cited the company’s logo, colors, and design.
- 13% pointed to distinctive voice and tone.
Why Is Brand Differentiation a Problem Beyond AI Search?
Brand differentiation is already a problem outside of AI search. Nearly half of consumers (49%) say different companies’ websites, social posts or emails frequently sound similar to one another. Marketers need to address brand distinctiveness across all channels.
The differentiation challenge is especially pronounced among younger respondents. Nearly 70% of Gen Z consumers said AI-generated sameness has made it difficult to choose between companies, compared with 17% of Baby Boomers. Gen Z respondents were also more likely to say a distinct voice or personality helps a company stand out, at 58% compared with 21% of Boomers.
The findings reinforce the need for marketers to understand not only whether their brands appear in AI-generated answers, but what information those systems associate with them and how distinctly they are represented. “Brand identity in AI isn’t just about how an experience looks or sounds. Consumers are also responding to what it knows,” said Wheeler. “A company’s expertise and proprietary knowledge can help make an AI experience feel recognizably its own rather than interchangeable with any other brand.”
