Energy Suppliers,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about energy suppliers — and record exactly which brands they put forward. Right now, Octopus Energy owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Octopus Energy is the default answer.
Named in 18% of energy suppliers answers, typically in position 2.8. British Gas follows at 15%, EDF Energy at 12%.
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 | Octopus Energy | 18% | 2.8 | 0% | — |
| 2 | British Gas | 15% | 1.3 | 21% | 33% |
| 3 | EDF Energy | 12% | 2.7 | 9% | 33% |
| 4 | E.ON Next | 10% | 3.0 | 18% | 25% |
| 5 | OVO Energy | 8% | 3.2 | 9% | 100% |
| 6 | ScottishPower | 8% | 4.4 | 11% | 67% |
| 7 | Green Energy | 5% | 1.0 | 0% | — |
| 8 | Boost | 2% | 2.0 | 0% | — |
| 9 | Good Energy | 2% | 2.0 | 5% | 0% |
| 10 | Fuse Energy | 0% | — | 12% | 75% |
| 11 | So Energy | 0% | — | 2% | 0% |
| 12 | Utilita | 0% | — | 2% | — |
| 13 | Utility Warehouse | 0% | — | 0% | 0% |
| 14 | Your brand | 0% | — | 12% | 33% |
The referees of energy suppliers.
The independent sources AI models cite when answering energy suppliers questions — the places a brand needs to be seen, reviewed and ranked.
Fuse Energy converts reads into citations. Good Energy doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Fuse Energy converts 75% of reads; Good Energy just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Octopus Energy | 18% | 2.8 | 0% | — |
| 2 | British Gas | 15% | 1.3 | 21% | 33% |
| 3 | EDF Energy | 12% | 2.7 | 9% | 33% |
| 4 | E.ON Next | 10% | 3.0 | 18% | 25% |
| 5 | OVO Energy | 8% | 3.2 | 9% | 100% |
| 6 | ScottishPower | 8% | 4.4 | 11% | 67% |
| 7 | Green Energy | 5% | 1.0 | 0% | — |
| 8 | Boost | 2% | 2.0 | 0% | — |
| 9 | Good Energy | 2% | 2.0 | 5% | 0% |
| 10 | Fuse Energy | 0% | — | 12% | 75% |
| 11 | So Energy | 0% | — | 2% | 0% |
| 12 | Utilita | 0% | — | 2% | — |
| 13 | Utility Warehouse | 0% | — | 0% | 0% |
| 14 | Your brand | 0% | — | 12% | 33% |
The models do not agree on who leads.
Ask about energy suppliers and the brand you are shown depends on the assistant: Claude → British Gas, Gemini → Octopus Energy, ChatGPT → Octopus Energy. Their top-five lists share just 43% 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 |
|---|---|---|---|---|
| Octopus Energy | 5% | 40% | 10% | 35pp |
| E.ON Next | 0% | 30% | 0% | 30pp |
| British Gas | 10% | 30% | 5% | 25pp |
| EDF Energy | 5% | 25% | 5% | 20pp |
| OVO Energy | 0% | 20% | 5% | 20pp |
| Green Energy | 5% | 10% | 0% | 10pp |
| ScottishPower | 5% | 15% | 5% | 10pp |
| Boost | 0% | 5% | 0% | 5pp |
| Good Energy | 0% | 5% | 0% | 5pp |
How-to guides carry energy suppliers.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; faq convert best — 92% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 80 | 9 | 90% |
| Editorial | 74 | 20 | 79% |
| Comparisons | 15 | 6 | 71% |
| faq | 11 | 1 | 92% |
| Other | 7 | 10 | 41% |
| Documentation | 6 | 11 | 35% |
| News | 6 | 3 | 67% |
Answer up front is what separates cited from ignored.
Of the energy suppliers pages models actually opened, how much more often each feature's pages ended up in the cited sources. Answer up front is worth 18 percentage points; hard statistics pages fare 22pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Answer up front | 174 | 84% | 120 | 66% | +18pp |
| Named author | 136 | 78% | 158 | 75% | +3pp |
| Comparison table | 64 | 73% | 230 | 77% | -4pp |
| Updated this year | 134 | 68% | 160 | 84% | -16pp |
| Hard statistics | 107 | 63% | 187 | 84% | -22pp |
EDF Energy builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Set against how often those pages are actually cited.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| EDF Energy | 28 | 100% | 4 |
| Good Energy | 21 | 100% | 3 |
| Fuse Energy | 20 | 100% | 5 |
| OVO Energy | 19 | 100% | 4 |
| British Gas | 19 | 100% | 8 |
| ScottishPower | 17 | 100% | 3 |
| Octopus Energy | 16 | 100% | 7 |
| E.ON Next | 13 | 100% | 8 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions energy suppliers pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
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 Mon, 31 Aug 2026 09:59:18 GMT.