New research reveals how AI-assisted comparisons can complicate brand differentiation and recall
BOSTON, MASSACHUSETTS — OCTOBER 6, 2026 — AI is now part of how consumers research companies, but new data from Skyword finds that 45% of U.S. adults have had trouble choosing between two companies because AI-generated answers made them sound too similar. The finding points to a growing consideration for marketers: Appearing in AI-assisted research does not mean a brand will stand out or be remembered.
In a survey of 1,000 U.S. adults, 70% said they have used AI tools such as ChatGPT or encountered AI-generated summaries when researching a company or product; 61% have relied on AI tools or AI-generated summaries at least sometimes when deciding whether to buy from one company over another.
The research also points to a potential recall challenge. Here’s what respondents say they remember most from their AI comparison searches:
- Less than half (42%) remembered specific details about the company or product.
- 32% remembered general information without remembering which company it came from.
- Only 26% remembered the company or product name.
“These stats reflect Skyword’s assertion that being visible or cited in an AI-generated answer is not the same as influencing a decision,” said Andrew Wheeler, CEO of Skyword. “A citation may show that a brand’s content contributed to the generated response, but it does not mean the brand will be the company a consumer remembers or considers. Brands must create unique content with a differentiated point of view to stand out as a category authority and be recommended by AI, not just cited.”
How Marketers Can Help AI Systems Understand Their Brand
The recall findings suggest that consumers can come away from AI-assisted comparisons remembering what they learned without retaining which brand was cited for the information.
For marketers, that raises the bar for content. Clear, well-structured information can help AI systems find and understand a brand’s content, but differentiation requires more substance: original research, firsthand expertise, customer evidence and perspectives competitors cannot easily reproduce. Those signals give both AI systems and consumers something more distinct to associate with the brand.
Company-Specific Knowledge Helps AI Experiences Feel Branded
Consumers also offered a clue about what makes AI interactions feel related to a specific company.
When asked what made an AI chat assistant on a company’s website feel like that specific company rather than a generic chatbot, here’s what respondents said:
- 36% pointed to company-specific knowledge, the most-cited response.
- 25% cited the company’s logo, colors, and design.
- 13% pointed to distinctive voice and tone.
More than a quarter, 26%, said nothing about the interaction felt company-specific.
“Brand identity in AI isn’t just about how an experience looks or sounds. Consumers are also responding to what it knows,” said Wheeler. “A company’s expertise and proprietary knowledge can help make an AI experience feel recognizably its own rather than interchangeable with any other brand.”
Brand differentiation is already a problem outside of AI search. Nearly half of consumers (49%) say different companies’ websites, social posts or emails frequently sound similar to one another. Marketers need to address brand distinctiveness across all channels.
The differentiation challenge is especially pronounced among younger respondents. Nearly 70% of Gen Z consumers said AI-generated sameness has made it difficult to choose between companies, compared with 17% of Baby Boomers. Gen Z respondents were also more likely to say a distinct voice or personality helps a company stand out, at 58% compared with 21% of Boomers.
Turning AI Visibility Into Category Authority
The findings reinforce the need for marketers to understand not only whether their brands appear in AI-generated answers, but what information those systems associate with them and how distinctly they are represented. Mentions and citations can signal visibility, but brands also need to know whether their content accurately reflects their positioning and highlights their expertise to build authority around the questions that matter to customers.
To learn more about Skyword’s approach to building authority in AI search, visit www.skyword.com.
Survey Methodology
Skyword surveyed 1,000 U.S. adults age 18 and older in August 2026 to understand how AI-driven interactions are influencing brand perception, differentiation, and recall.
About Skyword
Skyword is the enterprise content marketing agency with Accelerator360, a patented AI platform that transforms category expertise into audience preference and measurable pipeline growth. For over 15 years, brands like IBM, GE Healthcare, Mastercard, and ADP have relied on Skyword to plan, produce, and activate authoritative content at scale, with the governance and consistency complex enterprises require.
Where traditional agencies lack technology and AI-first platforms lack human depth, Skyword delivers both: AI-powered strategy and planning software, an expert-led global talent network, and integrated services built for the operational realities of large marketing organizations. The result is a content program that builds genuine category authority, attracts a higher-quality pipeline, and proves its impact on the business, not just the dashboard.
Media Contact
PANBlast for Skyword
skyword@panblastpr.com
