The best visibility in the e-commerce sector was seen by „Pigu.lt“, mentioned in 69% of responses. In the financial sector, the leading position was shared by „Swedbank“ and SEB – both at 84%, in telecommunications „Telia“ clearly led with 89%. In the real estate category, YIT received the most mentions – 37%, in the health sector „Northway“ and „Antėja“ – both at 38%, and in B2B services „Cobalt“ – 33%.
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“More and more people, before buying a product or choosing a service, look for answers not only on „Google“ but also ask „ChatGPT“, „Gemini“ or other AI tools. However, until now, we did not have data in Lithuania on what these tools actually say about our businesses: which brands they recommend, which they do not mention, and what sources they rely on. Such market-level data is hardly published publicly even by the creators of the major AI models themselves. Therefore, we wanted not to guess but for the first time systematically measure how Lithuanian businesses appear in AI search,” says Aurimas Paulius Girčys, head of „APG Media“.
The study showed that having only a company’s own website is not enough for AI visibility. In the telecommunications, real estate, health, and B2B sectors, only one-fifth of the sources quoted by „ChatGPT“ were the brands’ own websites. The rest of the information was gathered from media, directories, comparison portals, forums, and other websites.
“The study helps to understand why some brands are recommended by AI more often than others and what can be done about it. We see that it is important not only what the company publishes on its website. AI answers are shaped by a much broader information field. It is a kind of map for business: where information about it should be, what content is worth creating, and what gaps need to be filled if AI does not find it today,” says A. P. Girčys.
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The study selected 10 brands from six sectors – e-commerce, finance, telecommunications, real estate, health, and B2B services. „ChatGPT“, „Gemini“ and „Perplexity“ were given 72 Lithuanian and English buyer questions, in which specific brands were not mentioned, and later it was evaluated how often each of the 60 monitored brands spontaneously appeared in AI answers.
The study results show the share of answers in which a specific brand was mentioned. They are not an assessment of market share, customer satisfaction, or service quality. Since AI answers may vary depending on the model, query, time, and repetition, the study captures the situation at a specific moment. However, this snapshot creates an initial reference point: companies can assess their current positions, and by repeating the measurement – monitor how their visibility changes.
„APG Media“ will repeat the study after three months to compare results and track the rapidly changing dynamics of AI search.
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