Proprietary AiRR data on how the world’s largest consumer packaged goods brands show up in AI search. ChatGPT, June 2026.
KEY FINDINGS
- Procter & Gamble is the most visible CPG brand in ChatGPT, with an AiRR Score of 78 out of 100 (June 2026), a wide lead over the rest of the field.
- Second place is a statistical dead heat. Over 34 days, P&G ranked first every single day while the order behind it changed 88% of the time.
- Change the buyer and the result flips. For a health-conscious shopper, P&G falls from first to seventh and Unilever becomes the most visible brand.
- AiRR is the independent measurement layer for AEO and GEO, and the AiRR Score is the 0-to-100 benchmark for how visible a brand is inside AI search.
Every day for more than a month, we measured how AI search recommends the biggest consumer packaged goods brands. Not one query, the way you would, but structured queries at scale, on a fixed baseline, across 11 brands, run against ChatGPT. This is proprietary data you cannot get anywhere else. Every brand is measured on its AiRR Score, the independent 0-to-100 benchmark for brand visibility in AI search.
One brand dominates while the others are battling it out to even show up.
THE LEADERBOARD
Here is where eleven of the largest CPG brands stand in ChatGPT this month.
The AiRR Visibility leaderboard for CPG: AiRR Score and its four components for eleven of the largest consumer packaged goods brands. ChatGPT, June 2026.
- Procter & Gamble 78.0
- Unilever 66.5
- Nestlé 66.1
- PepsiCo 63.1
- Coca-Cola 60.4
- Colgate-Palmolive 60.2
- L’Oréal 45.2
- Kraft Heinz 39.9
- Philip Morris International 35.9
- AB InBev 34.9
- JBS 31.1
Procter & Gamble owns this category by a long shot. P&G sits alone at an AiRR Score of 78, 11.5 points ahead of any other brand we are tracking.
WHAT YOU MIGHT NOT HAVE NOTICED
Keep in mind that ChatGPT typically lists only three or four brands in an answer. First place is essentially locked up by P&G, 11.5 points ahead of second. Where it gets interesting is everything below that line. Only two or three more brands would realistically appear in an average search, and the five brands fighting for those spots, second through sixth, are separated by just 6.3 points. That is what makes the AiRR Score matter so much here. The difference between landing second, right behind P&G, and not showing up at all, completely irrelevant, is up for grabs, and it is a fight worth having for those brands. And neither the customer doing the searching nor the brands themselves would have any idea how close they were to being left off entirely without this data.
And it moves. This is not a hypothesis, it is what the daily data shows. Across the 34 days we ranked the full field, Procter & Gamble finished first every single day. But the order behind it was different from the day before nearly nine times out of ten. It changed on 29 of the 33 days we could compare, which equates to 88%. Second place alone was a coin flip: Nestlé held it 18 days, Unilever 16. Positions four through six rotated among Coca-Cola, PepsiCo, and Colgate-Palmolive almost daily.
P&G held first on all 34 days. Behind it: a near-even race for second between Nestlé and Unilever, and a fourth (last visible) slot that kept changing hands.
The leader never moves. Everything beneath it is in constant motion, and depending on which day you looked, you would be getting a completely different answer.
HOW A BRAND COULD ACTUALLY GAIN GROUND IN AI SEARCH
The AiRR Score is built from our version of the four Ps: Presence, Perception, Prestige, and Persistence. One of them jumped out here. Perception, which measures how favorably AI search describes a brand, barely moved across the field. ChatGPT describes all eleven of these brands well, so being well regarded is not what separates them.
The gaps come from the other three. Presence, whether a brand appears at all. Prestige, whether it is recommended above its rivals. And Persistence, whether that visibility holds over time. Those margins are thin enough that one focused move can change the order. Coca-Cola is the clearest example. It is described as well as anyone, but it ranks fifth because ChatGPT recommends it above its competitors far less often. Close that one gap and our model moves Coca-Cola into second, ahead of both Unilever and Nestlé. One move, and the whole order changes. That is the battle happening just under the surface of every answer, and no one outside this data ever sees it.
NOW CHANGE WHO IS ASKING, AND THE GIANTS DISAPPEAR
That is the first finding. The second is bigger.
We call it Persona AiRR Drift (PAD): the gap between how a brand ranks in a plain, general search and how it ranks when ChatGPT answers as a specific kind of customer.
If this is your ideal customer profile, your ICP, here is the persona we built:
“I am a health-conscious shopper. I read ingredient labels before I buy anything. I prioritize clean-label products, minimal processing, no artificial additives, and brands with a track record on nutrition and wellness. I avoid companies known for ultra-processed foods or ingredients linked to health concerns. Quality and ingredient transparency matter more to me than price.”
The whole field falls off a cliff. The top brand for this shopper scores just 26.3, and every other brand lands below 25. Procter & Gamble, the runaway leader in the general search, drops to seventh and would most likely not appear at all. For this customer, ChatGPT is not putting these eleven giants forward. It is recommending other brands entirely.
The same category on the AiRR platform: general ranking (left) vs the health-conscious shopper (right). P&G falls from 1st to 7th; the whole field drops below 27.
Here is why that should matter to every brand that is not a category giant. The brand that wins this shopper is most likely not the one spending the most on advertising or brand awareness. It does not have to be. It is the brand that best matches what this particular buyer is actually asking for, and that is something a smaller, sharper brand can compete on. In traditional search and traditional advertising, scale usually wins. In AI search, for the right customer, the answer is genuinely up for grabs.
Persona AiRR Drift for Nestlé. One buyer profile erases 41 points; Prestige alone swings from 74 to 14.
YOU CANNOT FIND ANY OF THIS OUT YOURSELF
Both findings have the same root. None of this is visible from the user’s seat. Ask ChatGPT yourself and you get one personalized answer that changes from one run to the next, even in incognito mode, even after you tell it to forget everything it knows about you. There is no stable ranking for any individual to read. The only way to know where a brand actually stands is to measure it the way we do, with structured queries at scale, on a fixed baseline, every single day. AiRR is the independent measurement layer for AEO and GEO, Answer Engine Optimization and Generative Engine Optimization, and the AiRR Score is the 0-to-100 benchmark for how visible a brand really is inside AI search.
What’s your AiRR Score? Find out at airrscore.com.
METHODOLOGY
AiRR is the independent measurement platform for brand visibility in AI search. We run structured queries to ChatGPT at scale, in mass quantities, on a fixed baseline, every day, so that every brand is measured against the same standard and every score is reproducible. That is the data layer no single user can recreate, because every individual answer ChatGPT gives is already personalized and rarely repeats.
This snapshot measures ChatGPT. AiRR tracks other AI engines separately and never blends them into a single cross-model score, because the answer, and the ranking, is different on every engine.
The AiRR Score is a 0-to-100 composite built from four dimensions: Presence (does the brand appear), Perception (how it is described), Prestige (is it recommended above competitors), and Persistence (does visibility hold over time). We track eleven of the largest CPG brands on ChatGPT every day, from May 13 to June 22, 2026, in the Global market. This snapshot draws on more than 1,700 measured data points. The full study also measures five purchase-intent prompts and three buyer personas; this article focuses on the general ranking and one of them, the health-conscious shopper.
ABOUT THE AUTHOR
Steven Perlman built AiRR (airrscore.com) because AI search needed a measurement layer that did not also sell the cure. AiRR scores brand visibility in ChatGPT and other AI platforms. He also founded Syfter, a New York technology staffing firm.
Press inquiries: steven@airrscore.com
