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Summary

A recent study by Rand Fishkin and Patrick O’Donnell reveals that AI tools like ChatGPT, Claude, and Google's AI rarely provide the same list of brand or product recommendations twice. Conducted on 600 volunteers who ran nearly 3,000 identical prompts, the study found less than 1% repetition rate in AI-generated lists. This randomness is inherent to AI's design, focusing on variation rather than consistency. For European SMBs, understanding AI's unpredictable nature is crucial for strategic marketing and brand visibility.
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Full Article (AI)

In today's rapidly evolving digital landscape, the impact of AI-driven recommendations on business strategies cannot be overstated. A groundbreaking study by Rand Fishkin and Patrick O’Donnell reveals the unpredictable nature of AI recommendations from platforms like ChatGPT and Google's AI. The findings are clear: these AI systems rarely produce the same brand or product lists twice, highlighting the inherent randomness in their outputs. This unpredictability stems from the design of large language models, which function as probability engines, generating diverse outcomes rather than consistent, ordered results. This characteristic challenges traditional metrics and demands a shift in how businesses perceive AI-generated recommendations. Fishkin's study emphasizes that "treating them like Google's blue links misses the point," urging marketers to adapt their evaluation metrics accordingly. For businesses navigating this AI landscape, practical steps can be taken to harness the potential of AI-driven recommendations. Focus on tracking the visibility percentage of your brand across numerous runs and prompts. While imperfect, this approach offers a more realistic gauge of AI's impact than relying on fluctuating ranking positions. As Fishkin notes, "ranking positions are so unstable they're effectively meaningless." Instead, repeat presence in AI recommendations indicates a brand's relevance and potential market impact. In terms of competitive advantage, understanding the nuances of AI outputs can position businesses ahead of the curve. In smaller markets, AI responses tend to cluster around familiar names, providing stability and predictability. Conversely, in larger categories, results become scattered, offering opportunities for differentiation and strategic positioning. Embracing AI's capability to capture intent, even amidst varied prompts, can further refine marketing strategies, aligning them more closely with consumer desires. Ultimately, AI recommendation lists are characterized by inherent randomness, but with careful analysis and strategic adaptation, they offer valuable insights. By focusing on visibility rather than ranking, businesses can leverage AI's potential to enhance their market presence and achieve sustainable growth. As the study concludes, "AI recommendation lists are inherently random... Just don’t confuse it with ranking."
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Business Impact

For SMBs in Europe, the study highlights that relying on AI-generated rankings for brand visibility might not be effective due to its inherent randomness. Instead, businesses should focus on how often their brand appears across multiple prompts rather than its position in a list. This approach will provide a more realistic view of AI visibility.
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Interesting Facts

  • Despite different prompts, AI tools often identified similar brands, showcasing intent recognition.
  • Small markets show more stable AI responses due to limited options.
  • Human prompts varied widely, yet AI still captured underlying intent effectively.
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Business Opportunities

European SMBs can leverage the probabilistic nature of AI by focusing on consistent brand presence across diverse prompts. By engaging in niche markets or regional services, businesses can increase their visibility in AI-generated recommendations as these areas show more stability in AI responses.
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LAZYSOFT Recommendations

LAZYSOFT advises European SMBs to reframe their approach to AI analytics. Instead of focusing on rank positions in AI-generated lists, businesses should prioritize monitoring brand visibility across numerous AI interactions. This strategy aligns with the dynamic nature of AI and offers a more pragmatic look at market presence.