AI is reshaping how consumers in Europe discover, compare, and choose products, creating new opportunities and challenges for retailers and brands.

In September 2026, we analyzed 5,630 ChatGPT and 5,630 Google Gemini recommendations across five automotive categories to compile the AI Visibility Index.

AI is reshaping automotive discovery, but visibility depends on more than brand strength. Recommendation rankings vary by category, while the sources AI relies on are shifting—changing how brands compete to get seen.

Brands can improve organic discovery by giving AI platforms the images and product details needed to build them.

AI-powered kiosks appeal to younger diners, but digital convenience shouldn’t replace human connection.

AI companies and healthcare providers must ensure transparency about how health information is used and make it easy to revoke or delete access.

The strategy could put ChatGPT in annual media plans, provided advertisers see measurable returns.

AI is cutting into publisher referral traffic even as publisher content fuels AI answers. Publishers are fighting back with crawler controls and new licensing models, forcing a choice between restricting access and monetizing it.

AI is reshaping the banking customer journey, from product discovery to financial action. As AI gains influence and autonomy, banks must work to stay relevant while preserving customer trust and control.

AI adoption is broadening as familiar tools bring new users into the market. Search is becoming a hybrid of AI and traditional behavior, while cheaper subscriptions boost paid adoption but put pressure on revenues per subscriber.

New formats, better measurement, and brand safeguards help, but marketers should keep budgets experimental.

AI may be capable of extraordinary things, but for marketers, its biggest opportunity right now is decidedly less exciting. “You've heard a lot of great things about AI so far today, but I wanted to share a secret with you, which is that actually AI is pretty boring,” said our analyst Nate Elliott at EMARKETER’s Future of Digital summit. “And I want to be clear: Not only do I not think that boring is a bad thing, I think that boring may well be AI's superpower.” Rather than waiting for AI to reinvent advertising, marketers may find more immediate value by applying it to the repetitive, data-heavy work they already do.

In Q3 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the AI Visibility Index.

In August 2026, we analyzed 6,560 ChatGPT recommendations across 28 B2B agency and marketing technology categories to compile the AI Visibility Index.

Companies disagree on letting AI complete purchases, but visibility on AI platforms is becoming harder to ignore.

AI recommendations for apparel and fashion favor established brands, but visibility is tightly contested and varies sharply by category. Retailer and publisher sources also shape which brands surface, and which land in the top spot.

In Q3 2026, we analyzed 4,010 ChatGPT recommendations across 13 tech hardware and device categories to compile the AI Visibility Index.

In August 2026, we analyzed 4,680 ChatGPT recommendations across 20 consumer health categories to compile the AI Visibility Index.

Tools for cash flow, taxes, and marketing extend its agentic strategy beyond payments.

Users can virtually try on apparel and save products, making discovery more interactive.