Overview
How every brand performs across the funnel.
Top Brands Comparison
Claude
ChatGPT
Google Gemini
Meta AI
Microsoft Copilot
Performance
Awareness is mixed: ChatGPT leads the top of the funnel at 92%, with Google Gemini next at 85%, while the rest sit lower, down to the mid-30s.
Claude
ChatGPT
Google Gemini
Meta AI
Microsoft Copilot
Grok
Perplexity
DeepSeek
Conversion
Consideration to P3M user is the strongest step across the category, led by Google Gemini at 95% with ChatGPT close behind at 93%, and most brands converting at a high rate.
Awareness → Consideration
Consideration → P3M user
P3M user → Preferred
Timeline
Between the latest two waves the category held steady across the funnel, with every brand moving only within the minor range on awareness, consideration, P3M user, and Preferred.
Category Moment Size
Quick answer is the largest entry occasion at 74%, with Curiosity and exploration close behind at 73% and Research next at 66%.
Brand Moment Strength
Mental availability is concentrated at the top: ChatGPT is linked to 5.8 moments per person on average, with Google Gemini next at 4.6.
Moment × Brand Matrix
Leadership across moments is highly concentrated at the top.
| Moment | Size | ChatGPT | Google Gem... | Microsoft ... | Claude | Meta AI | Perplexity | Grok | DeepSeek |
|---|---|---|---|---|---|---|---|---|---|
Quick answer | 74.19% | 50.11% | 49.83% | 23.48% | 14.42% | 16.99% | 13.02% | 13.67% | 9.3% |
Curiosity and exploration | 72.53% | 46.3% | 48.68% | 25.19% | 20.15% | 16.71% | 18.56% | 16.17% | 13.66% |
Research | 66.28% | 42.92% | 41.89% | 23.17% | 22% | 14.07% | 15.24% | 15.49% | 14.24% |
Health symptoms | 57.48% | 38.16% | 37.05% | 16.33% | 12.01% | 12.12% | 12.47% | 10.93% | 8.43% |
Brainstorming | 51.32% | 38.48% | 30.49% | 19.28% | 16.45% | 14.07% | 13.02% | 12.98% | 9.01% |
Decision support | 49.66% | 35.2% | 27.39% | 16.49% | 14.6% | 13.93% | 14.13% | 10.48% | 8.14% |
Purchase support | 49.56% | 34.04% | 30.72% | 17.88% | 13.68% | 13.79% | 12.74% | 8.88% | 10.47% |
Writing and editing | 49.07% | 36.47% | 24.51% | 19.44% | 18.67% | 10.72% | 11.63% | 9.57% | 8.43% |
Learn something new | 48.97% | 35.52% | 31.53% | 18.2% | 16.45% | 15.18% | 11.36% | 12.07% | 10.47% |
Writing a message | 44.18% | 34.04% | 21.17% | 16.33% | 12.75% | 11% | 9.97% | 7.06% | 7.27% |
Image creation | 41.25% | 30.02% | 22.21% | 11.66% | 12.01% | 11.56% | 8.86% | 11.85% | 7.27% |
Summarize long doc | 41.06% | 29.7% | 24.28% | 17.26% | 15.16% | 11.42% | 12.74% | 8.43% | 8.14% |
Plan project/trips | 39.88% | 27.17% | 24.74% | 14.77% | 13.49% | 11.14% | 10.25% | 8.66% | 7.85% |
Language translations | 37.15% | 22.83% | 24.74% | 12.29% | 11.65% | 9.47% | 9.14% | 8.88% | 7.85% |
Difficult work task | 36.95% | 24.1% | 21.75% | 16.02% | 14.23% | 9.89% | 9.14% | 8.43% | 7.27% |
Brand Fingerprint
Among those aware of Claude, the profile peaks in Research at 22%, with Curiosity and exploration (20%) next.
Associations
The category is most associated with Always improving and Up to date info, both around 39%, and least with Enjoyable to talk to and Keeps data private, both around 28%.
Advertising Recall
Ad recall is concentrated at the top, with Google Gemini leading at 48% and ChatGPT just behind at 46%, before the field steps down to Meta AI at 36% and thins to 11% at the bottom.
Word-of-Mouth
Among those aware of each brand, positive word of mouth is led by ChatGPT at 56% and Google Gemini at 54%, with the rest trailing from Microsoft Copilot at 44% down to DeepSeek at 30%.
Category Insights
Consumers are aware of 4.8 brands on average but consider 3.1 and use 2.5.
Brand Repertoire (Average # of brands)
Awareness
Consideration
P3M Buying
Category Decision Style
Buying Behaviour (P3M)
Not measured in this study.
User Demographics
Among recent users, Claude skews most toward couples with children under 18 (53% versus 32% for the category) and toward the $100,000 to $149,999 income band (31% versus 20%).
Age
Gender
Census Division
Media
Among recent users, Claude's media profile runs above the category across almost every channel, a consistently heavier-media tilt.