Cybersecurity,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about cybersecurity — and record exactly which brands they put forward. Right now, Bitdefender owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Bitdefender is the default answer.
Named in 35% of cybersecurity answers, typically in position 2.1. Norton follows at 33%, McAfee at 22%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Bitdefender | 35% | 2.1 | 16% | 25% |
| 2 | Norton | 33% | 1.6 | 0% | — |
| 3 | McAfee | 22% | 2.6 | 5% | 100% |
| 4 | Avast | 18% | 3.1 | 11% | 20% |
| 5 | ESET | 10% | 4.3 | 16% | 40% |
| 6 | 1Password | 7% | 1.0 | 0% | — |
| 7 | AVG | 3% | 2.0 | 0% | — |
| 8 | Kaspersky | 3% | 3.5 | 16% | 100% |
| 9 | Dashlane | 2% | 2.0 | 0% | — |
| 10 | TotalAV | 2% | 3.0 | 0% | — |
| 11 | F-Secure | 2% | 4.0 | 5% | 10% |
| 12 | Malwarebytes | 2% | 4.0 | 0% | 0% |
| 13 | ExpressVPN | 0% | — | 0% | — |
| 14 | Keeper Security | 0% | — | 0% | 0% |
| 15 | NordVPN | 0% | — | 0% | — |
The referees of cybersecurity.
The independent sources AI models cite when answering cybersecurity questions — the places a brand needs to be seen, reviewed and ranked.
ESET converts reads into citations. F-Secure doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? ESET converts 40% of reads; F-Secure just 10%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Bitdefender | 35% | 2.1 | 16% | 25% |
| 2 | Norton | 33% | 1.6 | 0% | — |
| 3 | McAfee | 22% | 2.6 | 5% | 100% |
| 4 | Avast | 18% | 3.1 | 11% | 20% |
| 5 | ESET | 10% | 4.3 | 16% | 40% |
| 6 | 1Password | 7% | 1.0 | 0% | — |
| 7 | AVG | 3% | 2.0 | 0% | — |
| 8 | Kaspersky | 3% | 3.5 | 16% | 100% |
| 9 | Dashlane | 2% | 2.0 | 0% | — |
| 10 | TotalAV | 2% | 3.0 | 0% | — |
| 11 | F-Secure | 2% | 4.0 | 5% | 10% |
| 12 | Malwarebytes | 2% | 4.0 | 0% | 0% |
| 13 | ExpressVPN | 0% | — | 0% | — |
| 14 | Keeper Security | 0% | — | 0% | 0% |
| 15 | NordVPN | 0% | — | 0% | — |
The models do not agree on who leads.
Ask about cybersecurity and the brand you are shown depends on the assistant: Claude → Bitdefender, Gemini → Norton, ChatGPT → Norton. Their top-five lists share just 67% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Bitdefender | 40% | 40% | 25% | 15pp |
| McAfee | 20% | 30% | 15% | 15pp |
| 1Password | 5% | 15% | 0% | 15pp |
| Norton | 30% | 40% | 30% | 10pp |
| ESET | 5% | 10% | 15% | 10pp |
| Avast | 20% | 15% | 20% | 5pp |
| Kaspersky | 5% | 0% | 5% | 5pp |
| Dashlane | 0% | 5% | 0% | 5pp |
| AVG | 0% | 5% | 5% | 5pp |
| Malwarebytes | 0% | 5% | 0% | 5pp |
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Tue, 01 Sep 2026 13:43:55 GMT.