Payments & BNPL,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about payments & bnpl — and record exactly which brands they put forward. Right now, Apple Pay owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Apple Pay is the default answer.
Named in 55% of payments & bnpl answers, typically in position 2.0. Google Pay follows at 55%, PayPal at 45%.
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 | Apple Pay | 55% | 2.0 | 19% | 23% |
| 2 | Google Pay | 55% | 2.8 | 17% | 28% |
| 3 | PayPal | 45% | 3.1 | 10% | 21% |
| 4 | Revolut | 32% | 3.3 | 8% | 17% |
| 5 | Checkout.com | 27% | 2.8 | 3% | 100% |
| 6 | Wise | 23% | 3.0 | 15% | 12% |
| 7 | Monzo | 22% | 2.8 | 3% | 18% |
| 8 | Starling Bank | 17% | 3.9 | 1% | — |
| 9 | Samsung Pay | 13% | 3.0 | 5% | 18% |
| 10 | Stripe | 12% | 5.7 | 1% | 100% |
| 11 | Square | 8% | 6.8 | 3% | 0% |
| 12 | Klarna | 7% | 3.0 | 0% | 0% |
| 13 | Visa | 7% | 4.0 | 3% | 50% |
| 14 | Barclaycard | 7% | 4.5 | 0% | — |
| 15 | Mastercard | 7% | 4.5 | 0% | — |
Apple Pay is named most. That is not the same as being wanted.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In payments & bnpl, Apple Pay leads attraction at 120 against Skrill at 78, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full payments & bnpl desire edition →
The referees of payments & bnpl.
The independent sources AI models cite when answering payments & bnpl questions — the places a brand needs to be seen, reviewed and ranked.
Google Pay converts reads into citations. Klarna doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Google Pay converts 28% of reads; Klarna just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Apple Pay | 55% | 2.0 | 19% | 23% |
| 2 | Google Pay | 55% | 2.8 | 17% | 28% |
| 3 | PayPal | 45% | 3.1 | 10% | 21% |
| 4 | Revolut | 32% | 3.3 | 8% | 17% |
| 5 | Checkout.com | 27% | 2.8 | 3% | 100% |
| 6 | Wise | 23% | 3.0 | 15% | 12% |
| 7 | Monzo | 22% | 2.8 | 3% | 18% |
| 8 | Starling Bank | 17% | 3.9 | 1% | — |
| 9 | Samsung Pay | 13% | 3.0 | 5% | 18% |
| 10 | Stripe | 12% | 5.7 | 1% | 100% |
| 11 | Square | 8% | 6.8 | 3% | 0% |
| 12 | Klarna | 7% | 3.0 | 0% | 0% |
| 13 | Visa | 7% | 4.0 | 3% | 50% |
| 14 | Barclaycard | 7% | 4.5 | 0% | — |
| 15 | Mastercard | 7% | 4.5 | 0% | — |
The models do not agree on who leads.
Ask about payments & bnpl and the brand you are shown depends on the assistant: Claude → Apple Pay, Gemini → Apple Pay, ChatGPT → Google Pay. Their top-five lists share just 38% 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 |
|---|---|---|---|---|
| Starling Bank | 10% | 40% | 0% | 40pp |
| PayPal | 30% | 55% | 50% | 25pp |
| Monzo | 10% | 35% | 20% | 25pp |
| Checkout.com | 15% | 35% | 30% | 20pp |
| Barclaycard | 0% | 20% | 0% | 20pp |
| Square | 15% | 10% | 0% | 15pp |
| Stripe | 10% | 20% | 5% | 15pp |
| Klarna | 0% | 15% | 5% | 15pp |
| Apple Pay | 60% | 55% | 50% | 10pp |
| Google Pay | 60% | 55% | 50% | 10pp |
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 Wed, 02 Sep 2026 09:30:06 GMT.