Branding Works reports AI recommendation trends for credit cards and cram schools

Branding Works has released the results of a fixed-point survey conducted in October 2026, analyzing how generative AI models like ChatGPT and Gemini recommend services in Japan. The study focused on two sectors: credit cards and cram schools.

In the credit card sector, Sumitomo Mitsui Card had the highest mention rate at 61.9%, followed by Rakuten Card at 61.9% and JCB CARD W at 46.4%. The study noted significant differences between AI models: ChatGPT frequently provided general advice without naming specific brands in 73% of responses, whereas Gemini more often cited specific company names.

In the cram school sector, Meiko Gijuku recorded the highest mention rate at 58.9%. However, the top recommendation varied by model, with ChatGPT naming Meiko Gijuku as its primary suggestion and Gemini naming Kawaijuku at a 100% mention rate. The AI models categorized recommendations based on criteria such as accessibility, teaching styles, and suitability for difficult entrance exams.