My AI visibility dropped from roughly 75% to 50%.

My AI visibility dropped from roughly 75% to 50%.

A few months ago, I probably would have looked at that number and thought: What broke?

Now I think the more interesting question is: What changed around me?

I track my company across ChatGPT, Gemini, Perplexity, Google AI Overviews, and Copilot. And the volatility is hard to miss.

One platform surfaces us constantly.

Another barely sees us.

Then the pattern shifts again. Same company. Same expertise. Same website. Very different AI answers.

Then Comscore released new data that made this even more interesting. Between January and June 2026: • ChatGPT’s share of AI prompt volume fell from 70% to 50% • Gemini grew from 17% to 30% • Claude grew from 2% to 11%

That does not mean ChatGPT usage collapsed. Comscore reports that the overall AI assistant market is still expanding. People are simply spreading their questions across more platforms.

And suddenly, the volatility I’m seeing in my own data makes a lot more sense.

We spent the first phase of AI discovery asking: “Do we show up in ChatGPT?”

I think that question is already becoming outdated. Now I want to know: • Where are we visible? • Where are we disappearing? • Which competitors are replacing us? • Are we being used as a source? • Are we being cited? • Are we actually being recommended?

That last distinction matters too. Comscore found that Tripadvisor accounted for 61% of AI travel sourcing, but only 21% of citations.

In other words, an AI system can use your information without making your brand visible to the person asking the question. (and that is annoying because you than have to search for them by their brand or name!)

That is why I’m becoming less interested in one neat AI visibility score.

The black line in my chart is useful.

But the volatility underneath it tells the better story. AI discovery is fragmenting. Buyer behavior is fragmenting. And our measurement needs to catch up.

The next phase of AI visibility isn’t about winning one platform. It’s understanding how your business travels across all of them.