Observatory
GEO (Generative Engine Optimization): six brands capture more than 8 in 10 answers, our measurements show
The rise of AI-based search engines is reshaping how online visibility is distributed. Unlike traditional engines, these tools tend to concentrate their recommendations on a small number of players.
Measurements from the mAIr Observatory highlight this strong concentration. A group of six major brands appears in more than 8 out of 10 answers. This dominance holds even though the AI engines listed 76 different competitors across the queries, leaving the vast majority of them outside the main recommendations.
A closer look at the leading brand shows an overall presence rate of 67.5% and a 20% share of voice, typically cited in first position. Yet this visibility varies sharply across the platforms measured. On Google, its presence rate reaches 100%, while it drops to 35% on Anthropic — a 65-point presence gap between the two providers.
This variability and heavy concentration raise the question of how to control your algorithmic presence. Which levers can you pull to audit your visibility and reliably make it into the selections of the different AI engines?