The AiRR Research Series.
Independent research on how brands are measured, valued and recommended inside AI search. AI search is the seventh channel in the marketing stack, and the one no one is measuring.
The Persona Reversal
Why AI brand visibility is not about your brand
ChatGPT does not recommend the same brand to every audience asking the same question. Across 8,811 prompts and 30 brands, a single brand's AI search visibility moves substantially when nothing changes except who is asking. The paper introduces Persona AiRR Drift, the metric that quantifies it.
The Prompt Gap
One brand, many positions
Three controlled tests across steakhouses, hotels and sneakers show that changing a few words in a prompt changes the brand ranking entirely. Marriott, the number one national hotel brand, disappears on local prompts.
The Super Bowl AI Effect
Why eight million dollars in ad spend moves nothing in ChatGPT
A controlled study of 8 brands across 4 competitive industry pairs found that Super Bowl LX advertising did not change which brand ChatGPT recommends.
Every paper is ungated. Methodology is published with each one.