Parcel Delivery,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about parcel delivery — and record exactly which brands they put forward. Right now, Royal Mail owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Royal Mail is the default answer.
Named in 93% of parcel delivery answers, typically in position 1.7. Evri follows at 60%, DPD at 60%.
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 | Royal Mail | 93% | 1.7 | 30% | 23% |
| 2 | Evri | 60% | 2.9 | 17% | 50% |
| 3 | DPD | 60% | 3.3 | 5% | 25% |
| 4 | Parcelforce | 45% | 3.4 | 10% | 29% |
| 5 | DHL | 45% | 4.3 | 6% | 18% |
| 6 | Post Office | 40% | 3.7 | 15% | 39% |
| 7 | UPS | 30% | 5.2 | 5% | 26% |
| 8 | Yodel | 27% | 4.2 | 0% | — |
| 9 | InPost | 22% | 3.9 | 3% | 29% |
| 10 | FedEx | 22% | 5.2 | 4% | 19% |
| 11 | Parcel2Go | 8% | 6.6 | 3% | 0% |
| 12 | CitySprint | 5% | 3.3 | 0% | 0% |
| 13 | Amazon Logistics | 5% | 8.0 | 1% | — |
| 14 | Gophr | 2% | 4.0 | 0% | 0% |
| 15 | UK Mail | 2% | 5.0 | 0% | — |
DHL is the parcel delivery brand AI wants most.
Being named is visibility. Underneath it, asked to rate each brand directly, the AI assistants judge it three ways — how much it stands out, how much it belongs, and how much it is returned to. They put 4% of the 27 brands rated above indifference. DHL leads the brands the answers name, at 69% of maximum Desire. On attachment, the most divided driver, Amazon Logistics indexes 147 against XDP Express at 62, on a category average of 100.
Each whorl lights one ring per index threshold cleared (84 / 92 / 100 / 108 / 116). Above indifference means Desire above two-thirds of its maximum. See the full parcel delivery desire edition →
Before it answers, it goes looking for Royal Mail.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 62 searches in parcel delivery, Royal Mail is named in 39% of the ones that name a brand at all. ChatGPT Web, Copilot do not report their searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
The referees of parcel delivery.
The independent sources AI models cite when answering parcel delivery questions — the places a brand needs to be seen, reviewed and ranked.
Evri converts reads into citations. DHL doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Evri converts 50% of reads; DHL just 18%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Royal Mail | 93% | 1.7 | 30% | 23% |
| 2 | Evri | 60% | 2.9 | 17% | 50% |
| 3 | DPD | 60% | 3.3 | 5% | 25% |
| 4 | Parcelforce | 45% | 3.4 | 10% | 29% |
| 5 | DHL | 45% | 4.3 | 6% | 18% |
| 6 | Post Office | 40% | 3.7 | 15% | 39% |
| 7 | UPS | 30% | 5.2 | 5% | 26% |
| 8 | Yodel | 27% | 4.2 | 0% | — |
| 9 | InPost | 22% | 3.9 | 3% | 29% |
| 10 | FedEx | 22% | 5.2 | 4% | 19% |
| 11 | Parcel2Go | 8% | 6.6 | 3% | 0% |
| 12 | CitySprint | 5% | 3.3 | 0% | 0% |
| 13 | Amazon Logistics | 5% | 8.0 | 1% | — |
| 14 | Gophr | 2% | 4.0 | 0% | 0% |
| 15 | UK Mail | 2% | 5.0 | 0% | — |
All three models agree: Royal Mail.
A rare consensus — every model puts Royal Mail first, and their top-five lists overlap 50%. Winning here means winning everywhere at once.
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 |
|---|---|---|---|---|
| DPD | 50% | 85% | 45% | 40pp |
| Evri | 50% | 85% | 45% | 40pp |
| Post Office | 20% | 55% | 45% | 35pp |
| Yodel | 10% | 45% | 25% | 35pp |
| Parcelforce | 40% | 60% | 35% | 25pp |
| Parcel2Go | 0% | 20% | 5% | 20pp |
| UPS | 35% | 20% | 35% | 15pp |
| DHL | 40% | 50% | 45% | 10pp |
| FedEx | 25% | 15% | 25% | 10pp |
| CitySprint | 5% | 10% | 0% | 10pp |
How-to guides carry parcel delivery.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Comparisons convert best — 96% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 120 | 16 | 88% |
| Editorial | 57 | 25 | 70% |
| Comparisons | 49 | 2 | 96% |
| Product pages | 36 | 17 | 68% |
| Other | 36 | 16 | 69% |
| Documentation | 27 | 3 | 90% |
| faq | 15 | 3 | 83% |
| pricing | 13 | 6 | 68% |
Structured data is what separates cited from ignored.
Of the parcel delivery pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 10 percentage points; cites its sources pages fare 34pp 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 |
|---|---|---|---|---|---|
| Structured data | 354 | 81% | 155 | 72% | +10pp |
| Specifications | 84 | 79% | 425 | 78% | +0pp |
| Named author | 209 | 78% | 300 | 78% | +0pp |
| Answer up front | 270 | 77% | 239 | 79% | -2pp |
| Updated this year | 181 | 76% | 328 | 80% | -3pp |
| Comparison table | 143 | 76% | 366 | 80% | -4pp |
| Hard statistics | 114 | 68% | 395 | 82% | -14pp |
| Cites its sources | 42 | 48% | 467 | 81% | -34pp |
Hauly 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. Yodel is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Hauly | 58 | 67% | 3 |
| InPost | 50 | 33% | 15 |
| Yodel | 49 | 4% | 28 |
| Post Office | 35 | 44% | 55 |
| DPD | 33 | 12% | 42 |
| Parcel2Go | 33 | 24% | 33 |
| FedEx | 32 | 29% | 17 |
| Evri | 27 | 17% | 115 |
| Royal Mail | 22 | 30% | 203 |
| DHL | 21 | 24% | 34 |
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 parcel delivery 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 Sat, 17 Oct 2026 13:12:51 GMT.