Branding Works AI recommendation survey in Japan

Branding Works conducted a survey throughout October 2026 to analyze how generative AI models, such as ChatGPT and Gemini, recommend various services in Japan. The research utilized a proprietary LLMO measurement tool to track how frequently specific company names appeared in AI responses.

Initial findings focused on the marriage agency and recruitment sectors. In marriage services, IBJ Members was the most frequently mentioned, while Recruit Agent led the recruitment category. The study noted that AI models categorize recommendations based on specific user needs and that different models, such as Gemini and ChatGPT, yield varying results for the same companies.

Subsequent reports expanded the analysis to the credit card and cram school sectors. In the credit card industry, Sumitomo Mitsui Card and Rakuten Card showed the highest mention rates. In the cram school sector, Meiko Gijuku and Kawaijuku were prominent, though the top recommendation often depended on the specific AI model used. The research observed that ChatGPT frequently provided general advice without naming brands, whereas Gemini more often cited specific company names.