In May 2026, we analyzed 5,600 ChatGPT responses across nine financial services categories to compile the AI Visibility Index. This index tracks how often brands are mentioned, how they rank against competitors, and how those rankings have shifted since the previous month.

Capital One was the most recommended financial services brand for the third month in a row, but its lead is loosening. Its mention rate eased from 21% in March to 19% in May.

The top four has consisted of the same brands for three months running. Capital One, PayPal, JPMorgan Chase, and Discover have held the top four spots every month since March, though their relative order has changed. In May, PayPal climbed to No. 2 from No. 4 with a 17% mention rate.

The same brands have led all nine categories for three straight months. But staying on top has not meant keeping a firm grip: From March to May, Klarna’s buy now, pay later (BNPL) mention rate fell 8 points, and Ally Bank’s banking account rate fell 9 points.

Insurance saw the biggest shake-up of any category in May. Progressive jumped 14 points to 32% and climbed to No. 2, while USAA and Allstate each fell 11 points.

PayPal now ranks in four category top fives, up from three in April. It added BNPL in May, placing No. 3 at 61%, on top of the peer-to-peer (P2P) payments, digital wallets, and payment processing top fives it already held in April—more than any other brand. It also gained ground inside categories this month, adding 17 points in payment processing (to 56%) and 8 points in P2P payments (to 86%).

One brand broke the pattern of small moves that defined April. Bank of America slid four spots to No. 9, the month’s biggest move; every other returning brand shifted two ranks or fewer. Wells Fargo reentered the top 10 at No. 10 as USAA fell to No. 12. (Similar month-over-month rankings will be available across all categories for EMARKETER PRO subscribers.)

About our AI Visibility Index

A quarter of US internet users will use genAI for shopping-related tasks in 2026, per our forecast. This shift is putting pressure on brands to optimize their GEO strategies and effectively build trust in the era of AI.

Our AI Visibility Index is based on a structured analysis of ChatGPT responses. Each query used standardized prompts (e.g., “best credit card for travel rewards” or “cheapest car insurance”) and varied by product type, attributes, consumer needs, target audience, and price tier to reflect a representative range of real-world consumer questions. Prompts are developed through an analysis of our extensive primary research on financial services consumers.

Want a closer look at the AI Visibility Index? EMARKETER PRO subscribers will soon be able to access in-depth reports featuring further category breakouts, data cuts, and analysis.

Click here to learn more about how the AI Visibility Index can help your brand.