---
title: Brand Visibility in AI Search Tools Remains Unstable and Uneven, Study Finds
url: https://www.elseif.net/brand-visibility-in-ai-search-tools-remains-unstable-and-uneven-study-finds
published: 2026-11-15T16:04:43+00:00
language: en
section: Models
source: https://itforum.com.br/visibilidade-marcas-ferramentas-ia/
organizations: Cadastra, Naia Index, KaBuM!, Mercado Livre, Talk, Tuju
publisher: elseif
---

# Brand Visibility in AI Search Tools Remains Unstable and Uneven, Study Finds

A joint study by Cadastra and Naia Index reveals that brand visibility within conversational artificial intelligence tools is neither uniform nor stable. This finding highlights a significant challenge for companies attempting to establish their presence in the rapidly evolving landscape of generative search engines. The research indicates that the traditional metrics used to measure digital presence are becoming less reliable as consumer behavior shifts toward interactive, context-driven discovery methods.

The study, titled New Consumption Signals: From Conversational Searches to Generative Engine Optimization, was presented at an event hosted by Cadastra in Sao Paulo in November 2026. Cadastra, a global technology company focused on growth, organized the gathering to discuss the impact of changing consumer behaviors and new digital marketing strategies. The event also addressed the influence of climate change on consumer habits, linking environmental factors to shifts in purchasing patterns and brand perception. The research aimed to map how companies appear in responses generated by AI models, providing insights into the current state of digital visibility.

The analysis evaluated four hundred and twenty-three brands across fifty-four categories to determine how they are represented in AI-generated answers. The results show that the market is still in a consolidation phase. In forty-five of the fifty-four categories mapped in Brazil, the top three brands in the October 2026 rankings accounted for approximately half of the total score. Only twenty-three categories showed brands with consistent positioning across different analyses. This lack of stability suggests that visibility in AI tools is highly volatile and dependent on specific contexts rather than established brand authority.

The study also identified significant differences in performance across platforms. In the electronics segment, retailers KaBuM! and Mercado Livre showed distinct results on ChatGPT and Gemini. This variation demonstrates that a brand's presence in AI tools is not uniform across different systems. Tiago Baeta, an advisor at Naia Index, noted that brand visibility must be understood beyond isolated positions. A company might be frequently recommended for quality or reliability but fail to appear as a top option when consumers seek low prices or cost-effectiveness. Baeta emphasized that leadership is not the only differentiator; breadth of presence across various elements and contexts is also crucial.

The shift from traditional Search Engine Optimization to Generative Engine Optimization requires a fundamental change in digital strategy. While SEO aims to increase page presence in search results, GEO works to increase the probability of a brand being cited and recommended in AI-generated responses. Tiago Dada, SEO and Conversion Rate Optimization manager at Cadastra, explained that the main change lies in the logic of the purchase journey. The previously linear path from keyword search to click and conversion is being replaced by a process more dependent on context. Dada described the new search as more conversational, triggered by real and contextualized needs, making the journey more fluid, personalized, and less predictable.

Climate change was also highlighted as a variable affecting consumption. Irregular seasons and extreme temperatures make historical references less reliable for planning launches, inventory, and seasonality. Carla Mayumi, partner and researcher at Talk, presented examples of sectors already feeling these effects. The restaurant Tuju in Sao Paulo reorganized its menu around themes like humidity, rain, and drought after facing changes in ingredient availability. In the food industry, climate impacts on cocoa production contributed to rising chocolate prices, pressuring the industry to revise product formulations. Mayumi also mentioned categories responding to new heat-related needs, such as refreshing cosmetics, temperature-control mattresses, and solutions to reduce vehicle heating. She observed that the calendar is no longer just an organizational tool but a silent risk factor, requiring companies to expand their ability to observe changes in consumer behavior and identify opportunities outside traditional periods.