WESTMINSTER, U.K. - s4story -- Discoverable has published its UK AI Shortlist Study, finding that a business ranked first on Google can go unnamed when someone asks ChatGPT the same buying question.

The Google number-one supplier was not named in 72.5% of eligible ChatGPT answers: 1,183 out of 1,632 scored answers, including repeat checks across 575 questions. The comparison applied where Google's actual first organic result was a supplier's own website.

Discoverable tested 1,000 buying questions across 25 commercial categories. It collected 17,537 completed answers from ChatGPT, Microsoft Copilot, Gemini, Perplexity, Google AI Mode and Google AI Overviews, alongside 3,000 Google results captures.

"Getting to number one on Google takes work," said Jon David, Media Relations at Discoverable. "A business owner could quite reasonably think that means they're easy to find. Then someone puts the same question into ChatGPT and the business doesn't get a mention."

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Discoverable collected answers from the consumer websites using browser automation. Identical questions were submitted in three rounds on 6 and 7 September 2026. The final findings have been human-verified.

For "cheap coffee for a moka pot", Iron & Fire ranked first on Google in all three rounds but was unnamed in all 17 available AI answers. For "free platform for selling digital products", Payhip ranked first and was named in all 18 answers. These examples were selected after collection to illustrate different outcomes.

Being named and being cited are separate measures. Counting either a name or a captured source citation as presence reduces ChatGPT's omission rate to 68.0%.

This is a selected UK sample, not weighted by search volume. Some answers offered advice without naming suppliers, and those still counted. Missing answers and ambiguous matches were excluded. AI Overviews were scored only when one appeared. The study did not measure lost sales.

The full methodology and supporting evidence are available in the UK AI Shortlist Study.

About Discoverable

Discoverable helps businesses understand whether they appear in AI answers and what to improve. Its AI visibility software serves businesses internationally. The company is operated by Be Discoverable Ltd, based in London.