1. Why does ChatGPT recommend our competitor but not us—and when should we care?

Start by testing whether the omission recurs in a buying situation the company can legitimately serve. A competitor screenshot should initiate an investigation, not determine its conclusion.

Put to: Rand Fishkin and Aleyda Solís.

Why it matters to buyers: SparkToro’s research found substantial variation in recommendation lists, but also identified potential value in aggregate appearance frequency. Its observations were collected in November and December 2025; they are evidence about that study, not a permanent volatility rate for every current product. (sparktoro.com)

Ask: “What evidence would make you tell a SaaS CMO that shortlist exclusion is a commercially important problem rather than an isolated answer—or an appropriate exclusion because the product does not fit?”

A good answer should cover:

• Confirming the buyer’s requirements, product eligibility and relevant competitors before measuring inclusion.
• Repeating both the triggering question and related, unbranded buying questions.
• Separating consistent exclusion from mixed outcomes and collection failures.
• Identifying the decision the findings could change: technical investigation, positioning work, content improvement or no action.

Press for: one example where the expert advised a company not to buy additional AI-visibility work, and the evidence behind that decision.

Expert quote — pending: ____________________