New AI Index Ranks Retailer Recommendations
The delivery experience platform Parcel Perform has launched the AI Visibility Index, a public ranking of e-commerce brands. The index reveals which retailers are most frequently recommended by AI models like ChatGPT, Perplexity, and Gemini when users ask for shopping advice. This tool highlights the growing influence of large language models on consumer purchasing decisions.
- The index ranks brands using three main scores: a "Visibility Score" (0-100%) for appearance in AI answers, an "LLM Ranking" (1-10) for their position in recommendations, and a "Brand Trust Score" (-/+100%) for positive or negative sentiment. - This ranking system is part of a new marketing discipline being called "Generative Engine Optimization" (GEO), which focuses on operational performance indicators like delivery speed and return policies as "AI Trust Signals," rather than traditional SEO keywords. - The AI Visibility Index tracks recommendations across a wide range of models including ChatGPT, Perplexity, Gemini, Google AI Overviews, Claude, Microsoft Copilot, DeepSeek, and Grok. - Parcel Perform, the Singapore-based company behind the index, raised a US$20 million Series A funding round in 2021 led by Cambridge Capital and included investors like SoftBank Ventures Asia. - The tool is positioned to capitalize on the shift toward "agentic commerce," a future trend where AI agents are expected to autonomously complete transactions for users, not just provide recommendations. - The AI in e-commerce market was valued at approximately $9 billion in 2025 and is projected to grow to nearly $75 billion by 2035, indicating a significant shift in how online retail is conducted. - According to Parcel Perform's CEO, Dr. Arne Jeroschewski, brands risk "complete invisibility" if they don't adapt, as 39% of consumers already use AI for product discovery. - The initial launch of the public index covers eight industries, including Apparel & Fashion, Beauty & Cosmetics, and Consumer Electronics, across the United States, United Kingdom, and Germany, with weekly updates.
