Retailers Ranked by Highest AI Visibility

Sports footwear/apparel giant Nike is the top-rated performer in the first-ever AI Visibility Index for E-Commerce Brands compiled by Parcel Perform, an artificial intelligence-powered delivery experience platform. The index is “the first public benchmarking tool built specifically to track how AI shopping assistants recommend e-commerce brands to consumers,” Parcel Perform said in a news release.

Unlike generic tools focus that on broad brand mentions, PP said its index — to be updated weekly — identifies which retailers are winning an AI recommendation when a shopper shows purchase intent.

“We’re seeing shoppers bypass search entirely and ask AI assistants (ChatGPT, Gemini, Perplexity, and others) ‘best shoes for trail running,’ ‘best gift for coffee lovers,’ or ‘where to buy furniture,'” said Parcel Perform CEO Arne Jeroschewski. “But e-commerce brands are just starting to get into this game, and most have zero visibility into those recommendations. You could be invisible to AI assistants while competitors capture the sale.”

The AI Visibility Index will rank the top 10 e-commerce brands weekly. Each brand receives three scores:

• Visibility (0-100%): Whether the brand appears in AI responses when shoppers ask purchase-intent questions.
• LLM Ranking (1-10): Where the brand ranks in AI assistant recommendations, with week-over-week position changes.
• Brand Trust (-/+100%): How positively or negatively AI assistants describe the brand when answering questions.

The top three brands in the initial index, based on totaling each of their three scores categorized above, are: Nike (79.5); Crate & Barrel (47.4) and Pottery Barn (46.0). Click here to see the full index report, including the names of the rest of the top 10-ranked firms.