In Q3 2026, we analyzed 4,010 ChatGPT recommendations across 13 tech hardware and device categories to compile the EMARKETER AI Visibility Index. Our index tracks how often brands are mentioned, how they rank against competitors, and how those rankings have shifted since the previous month. This article will be updated quarterly to highlight our key takeaways for the tech hardware and device industry’s performance.

Overall AI Visibility Leaderboard: Q3 2026

Apple and Samsung dominated hardware and device recommendations with 32% and 28% mention rates, respectively. Each company’s flagship smartphone was its most used related keyword in ChatGPT recommendations, with handset terms also prominent among other leading keywords.

After a slight drop-off, Sony, Google, and LG rounded out the top five. There was almost no movement in the leading brands versus June, even with the rollout of GPT-5.6. Only desktop/laptop-maker Asus moved up, bumping HP out of the top 10.

Apple and Samsung dominated the smartphones and tablets category in a near tie. The 51-percentage-point drop between second and third place was the largest decline across the 13 categories we track.

Apple and LG were the only two brands to take the No. 1 spot in more than one category. Apple led desktop computers in addition to smartphones and tablets, while LG led home appliances and TVs/monitors.

Category AI Visibility Leaderboard: TVs and Monitors

Key Movements

Brand mention rates declined across most of the top 10 in TVs and monitors. The four leaders maintained their rankings, with LG again on top at 69%, down from 71% in June. Dell and Hisense switched places after Hisense lost 10 percentage points, giving it a 24% mention rate. With an 11% rate, Taiwanese monitor brand AOC bumped BenQ out of the top 10.

Brand Mention Rate vs. Share of No. 1 Mentions

The TV and monitor category had no clear leader in the brand index. Dell had the highest No. 1 mention rate (60%) despite ranking fifth in overall brand visibility. LG followed at 38%, just ahead of Asus (33%) and gamer favorite Alienware (30%). The gap between Dell and LG was driven largely by Dell’s top mention rate in the computer monitor subcategory. Dell was about twice as likely to be mentioned first as Asus or Alienware, while LG managed only 6%.

Source Citation Rate

Publishers claimed eight of the 10 top spots for nonbrand domain citations. Canada-based product comparison site RTINGS.com led with a 74% citation rate, more than double that of second-place Tom’s Guide. Two retailers also made the list, with Best Buy’s 5% citation rate marking the start of the ranking’s long tail.

FAQ: Tech Hardware and Devices

Which tech hardware and device brands were mentioned the most in AI-generated recommendations?

Apple was the most mentioned tech hardware and device brand in ChatGPT recommendations in August 2026, with Samsung, Sony, Google, LG, Canon, Amazon, Lenovo, Asus, and Dell rounding out the top 10. Apple also led the smartphone/tablet and desktop computer categories, while LG led home appliances and TVs/monitors.

Why does ChatGPT recommend some tech hardware and device brands more than others?

ChatGPT recommendations reflect both brand visibility and the sources used to support product recommendations. Publishers were the leading nonbrand source type for tech hardware and device citations, appearing in 34% of ChatGPT recommendations in August. Being included in influential reviews and buying guides and assessing how products are described in cited sources could help increase a brand’s AI visibility.

Which tech hardware and device categories are most competitive in AI-generated recommendations?

Wearables had the most competitive leaderboard among the tech hardware and device categories analyzed in Q3 2026. Garmin and Samsung each recorded a 59% brand mention rate in the wearables category, while Apple followed closely at 56%. Streaming devices also had a competitive top four, with Roku, Amazon, Google, and Apple maintaining strong AI visibility.

Why is AI visibility important for tech hardware and device brands?

AI visibility is important for tech hardware and device brands because consumers increasingly use AI platforms to discover products, compare options, and receive recommendations. Brands should track both overall mention rates and No. 1 mention rates, since users may favor the product that appears first in AI-generated recommendations.

What were the biggest AI visibility trends for tech hardware and devices this quarter?

AI visibility became more concentrated for tech hardware and devices in Q3 2026 as ChatGPT surfaced fewer brands and cited fewer domains. From June to August, the number of unique brands mentioned in ChatGPT recommendations fell by 10%, while the number of unique domains cited dropped by 34% following the model update. Publisher citations also became more concentrated, with some established sources losing visibility.

FAQ: EMARKETER’s AI Visibility Index

How is the tech hardware and devices AI Visibility Index measured?

EMARKETER’s AI Visibility Index is based on a structured analysis of ChatGPT recommendations in response to US-based interactions across 13 tech hardware and device categories: smartphones and tablets, laptops, desktop computers, headphones and earbuds, wearables, cameras, TVs and monitors, gaming consoles, home appliances, printers and scanners, storage and backup devices, streaming devices, and smart home devices. Each interaction asks ChatGPT for product recommendations using standardized prompts (e.g., “laptop for students,” “earbuds for working out”). Prompts vary by product type, product attribute, consumer need, target audience, and price tier to capture a representative range of real-world consumer questions for each category.

How does EMARKETER choose the prompts?

Prompts are built with EMARKETER analysts and researchers who cover each industry, then validated and prioritized using consumer search volume data. Prompts reflect the language consumers actually use.

What is “brand mention rate”?

Brand mention rate is the percentage of ChatGPT recommendations that mention a given brand.

What is “No. 1 mention rate”?

No. 1 mention rate is the number of ChatGPT recommendations that mention a given brand first as a percentage of all ChatGPT recommendations that mention the brand.

How can I improve my brand’s AI visibility?

Brands strengthen how often AI assistants recommend them by sharpening their generative engine optimization (GEO) strategy and building the trust signals AI models weigh. EMARKETER’s AI Visibility Index shows where a brand stands today and how that position moves month over month—the baseline for any optimization effort. To learn more about how the index can help your brand, including custom-scoped advisory insights, visit our AI Visibility Index hub.

What do EMARKETER PRO and PRO+ subscribers get?

EMARKETER PRO subscribers get in-depth quarterly reports featuring further category breakouts, data cuts, and analysis. PRO+ subscribers can access the AI Visibility Index’s complete data set, including monthly updates across every category cut, in the live dashboard.