Smartphones,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about smartphones — and record exactly which brands they put forward. Right now, Samsung owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Samsung is the default answer.
Named in 60% of smartphones answers, typically in position 1.9. Google follows at 58%, Apple at 47%.
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 | Samsung | 60% | 1.9 | 26% | 16% |
| 2 | 58% | 2.0 | 19% | 27% | |
| 3 | Apple | 47% | 2.2 | 0% | — |
| 4 | Xiaomi | 23% | 4.5 | 0% | 0% |
| 5 | Oppo | 13% | 3.9 | 6% | 17% |
| 6 | OnePlus | 12% | 4.1 | 6% | 67% |
| 7 | Motorola | 12% | 4.7 | 0% | — |
| 8 | Nothing | 7% | 2.3 | 0% | — |
| 9 | Honor | 7% | 5.3 | 3% | — |
| 10 | Ulefone | 5% | 2.7 | 0% | 0% |
| 11 | Doogee | 3% | 3.0 | 6% | 50% |
| 12 | Vivo | 3% | 4.5 | 0% | — |
| 13 | Crosscall | 2% | 1.0 | 0% | — |
| 14 | Oukitel | 2% | 3.0 | 0% | — |
| 15 | Sony | 2% | 3.0 | 0% | — |
The referees of smartphones.
The independent sources AI models cite when answering smartphones questions — the places a brand needs to be seen, reviewed and ranked.
OnePlus converts reads into citations. Samsung doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? OnePlus converts 67% of reads; Samsung just 16%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Samsung | 60% | 1.9 | 26% | 16% |
| 2 | 58% | 2.0 | 19% | 27% | |
| 3 | Apple | 47% | 2.2 | 0% | — |
| 4 | Xiaomi | 23% | 4.5 | 0% | 0% |
| 5 | Oppo | 13% | 3.9 | 6% | 17% |
| 6 | OnePlus | 12% | 4.1 | 6% | 67% |
| 7 | Motorola | 12% | 4.7 | 0% | — |
| 8 | Nothing | 7% | 2.3 | 0% | — |
| 9 | Honor | 7% | 5.3 | 3% | — |
| 10 | Ulefone | 5% | 2.7 | 0% | 0% |
| 11 | Doogee | 3% | 3.0 | 6% | 50% |
| 12 | Vivo | 3% | 4.5 | 0% | — |
| 13 | Crosscall | 2% | 1.0 | 0% | — |
| 14 | Oukitel | 2% | 3.0 | 0% | — |
| 15 | Sony | 2% | 3.0 | 0% | — |
The models do not agree on who leads.
Ask about smartphones and the brand you are shown depends on the assistant: Claude → Google, Gemini → Samsung, ChatGPT → Samsung. Their top-five lists share just 57% 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 |
|---|---|---|---|---|
| Samsung | 35% | 85% | 60% | 50pp |
| Apple | 30% | 60% | 50% | 30pp |
| 50% | 75% | 50% | 25pp | |
| Xiaomi | 15% | 30% | 25% | 15pp |
| Oppo | 5% | 20% | 15% | 15pp |
| Motorola | 5% | 20% | 10% | 15pp |
| OnePlus | 5% | 15% | 15% | 10pp |
| Honor | 10% | 5% | 5% | 5pp |
| Nothing | 5% | 5% | 10% | 5pp |
| Crosscall | 5% | 0% | 0% | 5pp |
Comparisons carry smartphones.
Every page AI opened while answering, classified by what kind of page it is. Comparisons supply the most citations; How-to guides convert best — 100% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Comparisons | 44 | 11 | 80% |
| Editorial | 30 | 5 | 86% |
| How-to guides | 22 | 0 | 100% |
| Listicles | 13 | 6 | 68% |
| Community threads | 12 | 2 | 86% |
| Reviews | 10 | 5 | 67% |
| Other | 6 | 5 | 55% |
| Product pages | 6 | 4 | 60% |
Named author is what separates cited from ignored.
Of the smartphones pages models actually opened, how much more often each feature's pages ended up in the cited sources. Named author is worth -4 percentage points; comparison table pages fare 20pp 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 |
|---|---|---|---|---|---|
| Named author | 125 | 75% | 90 | 79% | -4pp |
| Specifications | 88 | 73% | 127 | 80% | -7pp |
| Hard statistics | 101 | 70% | 114 | 82% | -12pp |
| Updated this year | 107 | 70% | 108 | 83% | -13pp |
| Answer up front | 94 | 69% | 121 | 83% | -13pp |
| Comparison table | 68 | 63% | 147 | 83% | -20pp |
Samsung 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 |
|---|---|---|---|
| Samsung | 31 | 32% | 19 |
| Doogee | 29 | 67% | 3 |
| Apple | 20 | 50% | 16 |
| 3 | 29% | 14 |
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 smartphones 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 10:21:08 GMT.