Independent third-party research on how brands are measured, valued, and recommended inside AI search.
AI search is the seventh channel in the marketing stack, and the one no one is measuring. The AiRR Research Series investigates what that gap is worth, how it behaves differently from Google, and what it takes to close it. Each paper is published with full methodology disclosure, cited sources, and ungated PDFs.
New papers release quarterly.
ChatGPT does not recommend the same brand to every audience asking the same question. Across 8,811 prompts and 30 brands, a single brand's AI search visibility shifts by up to 40.40 AiRR points when only the audience persona changes. This paper introduces Persona AiRR Drift (PAD), the metric that quantifies it.
Three controlled tests across steakhouses, hotels, and sneakers prove that changing a few words in a prompt changes the brand ranking entirely. Marriott, the #1 national hotel brand, disappears on local prompts.
A controlled study of 8 brands across 4 competitive industry pairs found that Super Bowl LX advertising did not change which brand ChatGPT recommends. In every pair, the brand that led before kickoff still led one week later.
New research publishes quarterly. One email per paper, no marketing noise.
We'll only email you when there's new research to share.Our research measures the industry. The platform measures your brand.