Philippine brands appeared in 83.2% of relevant answers generated by artificial intelligence tools, but the tools largely relied on sources outside the companies’ own websites, according to a study by digital marketing agency Spiralytics.
The agency said 95% of the sources cited in AI answers about Philippine products and services came from third parties, including news reports, industry roundups and online directories.
The study tested 1,146 buyer questions involving 26 brands across ChatGPT, Google Gemini and Perplexity between June 4 and August 3, 2026. Spiralytics reviewed 1,911 answers.
It reported a 40% visibility rate for a comparison group of US brands, although the release did not identify the brands in either group.
Gemini mentioned Philippine brands in 62.6% of the queries tested on that platform, followed by Perplexity at 57.4% and ChatGPT at 45.2%.
Spiralytics said the tools sometimes confused Philippine companies with similarly named businesses overseas or identified subsidiaries only by their parent companies.
“Surprisingly, backlink authority did not predict AI visibility anywhere in our data,” said Gabe Tagala, Spiralytics’ head of SEO.
“It does not mean SEO is obsolete. Links still matter where rankings live. But AI keeps a different score: whether the engine can tell which company you are, and if reputable third parties can vouch for you.”
The agency said Philippine brands were absent from answers to about one in six commercial questions it considered relevant to them.
In a separate repeat test involving one brand and 11 identical runs, it found that 90% of questions that initially went unanswered remained unanswered.
