New benchmark shows ChatGPT and Gemini favor challengers over legacy brands

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businessmate · 3h ago

We analyzed how generative AI assistants (ChatGPT, Gemini, Perplexity, Claude, Grok) answer consumer questions about luxury and fashion brands. The AIVO 100™ — Luxury & Fashion ranking shows a shift: heritage houses like Louis Vuitton (PSOS 88), Gucci (85), and Chanel (84) still dominate, but challengers are breaking through. Nike (87) increasingly appears in luxury-style queries, while Shein (82) is showing up alongside top maisons despite sustainability concerns. Tesla even appears in fashion contexts, reflecting how cultural relevance influences AI recall. The research uses a new metric — Prompt-Space Occupancy Score (PSOS™), defined in the open AIVO Standard™ (v3.0) — to measure how often brands surface in AI-generated answers, and how those mentions persist or decay over time. Full sector report here: https://www.aivojournal.org/luxury-fashion-in-the-age-of-ai-...

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New benchmark shows ChatGPT and Gemini favor challengers over legacy brands

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