In June 2026, we analyzed 4,010 ChatGPT recommendations across 13 categories in the tech hardware and devices industry to compile the AI Visibility Index. This index tracks how often brands are mentioned and how they rank against competitors. This is the first edition for tech, establishing the baseline against which future shifts will be measured.

Note: The current article highlights nine of the 13 categories tracked for this industry.

Apple was the most recommended tech brand overall, with Samsung close behind. Apple ranked No. 1 with a 33% mention rate, narrowly ahead of Samsung at 32%. Sony was third at 21%, marking the start of a long tail: The remaining seven brands in the top 10 fell between 16% (LG) and 9% (Dell).

While Apple ranked No. 1 overall, it didn’t lead a single product category. Apple’s overall lead came from it being a broad-portfolio brand and placing near the top of many categories. Among the 13 total categories, it appeared in seven top fives—more than any other brand. The only category in which Apple makes a product but did not rank in the top five is TVs and monitors.

Google ranked a distant third in smartphones and tablets. Samsung and Apple were each mentioned in more than 90% of recommendations in this category. Google placed third at 40%, the lowest third-place finish in any category shown here.

Laptops and desktops were highly contested categories. Four brands cleared 70% in each, more than in any other category included here. Lenovo was the only brand near the top of both, leading laptops and ranking second in desktops.

Canon had the widest lead of any category leader. It was mentioned in 91% of camera recommendations, 28 points ahead of second-place Nikon. The next widest lead was Sony’s in headphones, at 21 points.

About our AI Visibility Index

Our AI Visibility Index is based on a structured analysis of ChatGPT recommendations. Upcoming reports and articles will also include Google Gemini. Each query uses standardized prompts (e.g., “laptop for students” or “earbuds for working out”) spanning product type, attributes, consumer needs, target audience, and price tier. Prompts are built with EMARKETER analysts and researchers and are validated with search volume, so every brand is measured against the same benchmark.

Want a closer look at the AI Visibility Index? EMARKETER PRO subscribers can access in-depth reports featuring further category breakouts, data cuts, and analysis, while PRO+ subscribers can access the complete data set, including monthly updates across every category cut, in the live dashboard.

To learn more about how the AI Visibility Index can help your brand, including advisory insights that pinpoint what’s shaping your visibility, visit our AI Visibility Index hub.