It’s official: the “Old Guard” of SEO tracking is evolving, and the latest data proves that the future belongs to those who prioritise Brand Authority over rigid rankings.
A recent groundbreaking study by SparkToro has pulled back the curtain on how AI models like ChatGPT, Claude, and Google Gemini actually make recommendations.
While the research highlights the “inconsistency” of AI outputs, it simultaneously reveals a massive competitive advantage for brands ready to embrace a more sophisticated, visibility-driven strategy.
At CEEK Marketing, we don’t just track where you are; we build the reputation that ensures you stay there. Here is how the latest AI research validates the CEEK approach to AI Search Visibility.
Key Findings of The Study
AI Recommendations Are Highly Random
Across repeated queries, the exact same list of brands appeared less than 1% of the time.
The ordering of recommended brands was even less consistent—rarely repeating in the same order.
The number of items in a list also varied across responses.
User Prompts Add Further Variation
Real users rarely craft identical prompts, even when seeking the same type of recommendation. This variation amplifies the inconsistency of AI outputs.
Rank Tracking Is Essentially Useless
Traditional ranking metrics (position 1–10) used in SEO do not translate to AI recommendations. Attempting to track “AI rank” is misleading.
Visibility Percentage Is a More Reliable Metric
Despite the randomness, some brands consistently appear across repeated queries. Measuring the percentage of AI responses that include a brand provides a useful proxy for visibility. For example, certain headphones or healthcare providers appeared in 70–90% of responses for the same prompt, giving marketers a meaningful signal about AI consideration.
Broad vs. Narrow Categories Matter
In narrow product spaces with fewer options, AI visibility is more consistent.
In wide or highly competitive categories, responses are far more diverse, highlighting the challenge of measuring AI presence in large markets.
The Shift: From “Fixed Rank” to “Probability Power”
The SparkToro report confirmed what our search team has long advocated: AI doesn’t have a “Page 1.” It has a probability of citation.
The study found that while exact lists rarely repeat, certain brands appear in 70–90% of responses. This “Visibility Percentage” is the new gold standard. Instead of chasing a static #1 spot, CEEK focuses on making your brand a “statistically inevitable” recommendation.
Why Traditional Tracking Fails (And CEEK Wins)
| Feature | Traditional AI Tracking | The CEEK AI Search Strategy |
| Focus | Static Position (1-10) | Visibility & Sentiment Analysis |
| Metric | Keyword Clicks | Entity Recognition & Citation Frequency |
| Method | Basic Prompt Testing | Proprietary 8-Step Execution Roadmap |
| Outcome | Misleading Data | Holistic Brand Growth across all LLMs |
Turning “Randomness” Into Revenue
The research suggests that because AI recommendations vary, marketers often feel they are shooting at a moving target. We see it differently. This variability is actually an opportunity to dominate the “Share of Voice” in your industry.
Our unique 8-Step AI Search Workflow is designed specifically to navigate this new landscape:
- Sentiment & Entity Analysis: We don’t just look for your name; we analyse how LLMs process your brand identity.
- Citation Entity Stack: We consider every potential source of AI citations.
- Essentials Checklist: We utilise our proprietary checks to ensure your brand is doing everything LLM’s platforms want.
Be the Trusted Source
The SparkToro study concludes that AI tracking is most useful when it acknowledges variability. At CEEK, we go a step further.
We don’t just acknowledge the variability; we master it. By building a brand that is strong, trusted, and reputable, we ensure that when an AI model is asked for a recommendation, your business isn’t just a maybe; it’s the definitive answer.
Search is evolving. Are you? While competitors are stuck trying to figure out “AI Rank,” CEEK clients are already securing their spot in the future of discovery.
Ready to dominate the AI Search Landscape?
Don’t leave your AI visibility to chance. Let’s build a brand that AI models, and your customers, can’t ignore.
Get in touch with CEEK Marketing today and make your brand fit for AI centred marketing.