How AI picks who to recommend

People now ask ChatGPT, Claude, Gemini and Perplexity which business to use. Every Monday we publish research on how they choose, in plain English.

Below are examples of people asking ChatGPT, Claude, Gemini and Perplexity who to use, such as an accountant in Leeds or a wedding photographer near Bath. Each assistant names a few local businesses and the websites it read.

1 in 14

UK websites with a robots.txt block ChatGPT search

What an assistant does before it answers

Shown here for Exe Valley Plumbing, a made-up plumber in Exeter.

  1. AI reads your website Your pages, your business details and robots.txt, the file that says which AI bots may read them.
  2. It files you with similar sites Your site joins everything else it has read about your trade and your town.
  3. It picks who to recommend Someone asks for a business like yours and each assistant names a few. Are you one of them?

Is your website in the answers?

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