Consumer brands dominating physical retail sales frequently lose their grip when consumers query generative artificial intelligence platforms for recommendations, according to an analysis released by AIBIX lab. The Seoul-based research firm evaluated 715 brands across 30 fast-moving consumer goods and franchise categories between July 20 and August 4, tracking how major AI models surface product options to users.
The study, known as the AIBIX or AI Brand Index, evaluated ChatGPT, Gemini, Perplexity, and Claude by inputting identical consumer queries into each system. Researchers measured brand appearance rates, mention share, and official source citations on a 100-point scale. The findings reveal that 20 out of the 30 tested categories produced different first-place brand recommendations depending on the specific AI engine consulted, while 127 brands failed to receive a single mention across any of the four platforms.
AI Model Discrepancies in Franchise and Retail Rankings
Market share in brick-and-mortar stores does not translate directly to visibility within generative AI outputs, according to AIBIX lab data. In the protein food sector, market leader Hyimoon finished fourth in the overall AIBIX rankings. Similar disconnects emerged in the franchise burger and coffee markets, where physical store counts failed to align with AI recommendation orders.
Coffee franchise Mega MGC Coffee secured the top spot on Gemini but dropped to third on Anthropic’s Claude, fifth on Perplexity, and seventh on OpenAI’s ChatGPT, resulting in a fourth-place overall ranking. Cup ramen queries yielded split results as well; ChatGPT and Claude recommended Nongshim’s Shin Ramyun Cup first, whereas Gemini and Perplexity favored Yukgaejang Sabalsaeng Ramyun. Standard soju queries displayed a similar divide, with ChatGPT and Claude pointing users to Chamisul first, while Gemini and Perplexity selected Jinro.
Private Label Brands Gain Ground in AI Visibility
Private label products from major retailers secured prominent positions across several consumer categories, outperforming established national brands in specific AI recommendations. GS25 convenience store lunch boxes, specifically the ‘Haejaryoun Jipbab’ line, claimed the number one position across all four tested AI platforms, with other GS25 and CU convenience store meals also populating the upper tiers.
Additional private label standouts included Coupang’s private brand ‘Gomgom Wanggyoza’ frozen dumplings, which secured fourth place overall. E-Mart’s No Brand instant rice and Costco’s Kirkland Signature protein bars also earned high placement in their respective categories.
Brand Visibility Gap and Official Source Limitations
Generative AI engines rarely rely on manufacturer-created information when describing commercial products, according to AIBIX lab data. Among 29 kimchi brands evaluated, Jongga was the sole brand whose official content served as an answer source across all four AI platforms. Conversely, 17.8 percent of the 715 analyzed brands—totaling 127 names—never appeared once across the four engines.
AIBIX lab Chief Executive Officer Kim Jun-hyun stated that AI platforms largely bypass direct corporate materials when generating responses. Corporate website content built with structures inaccessible to AI crawlers effectively ceases to exist within generative search environments, according to the research firm. Market leadership provides no guarantee of AI prominence, and competitive dynamics shift depending on which platform a consumer queries, highlighting the need for brands to audit their digital exposure.
AIBIX lab plans to expand its monthly indexing to include fashion, automotive, living, and financial products, providing category-specific reports on rank shifts, official source citations, and generative engine optimization strategies.