Some Super Bowl 60 advertisers outperformed inside AI chatbots like ChatGPT and Gemini even when their social media engagement lagged, according to a new analysis from Emberos’ AI Influence Index.
The findings highlight a growing divergence between traditional metrics of buzz and the way large language models recall brands.
Emberos compared post-Super Bowl responses from ChatGPT, Claude, Gemini, Perplexity, and Grok against social volume rankings. Social activity explained between 30% and 45% of a brand’s visibility inside AI. The rest, the firm said, came from how easily brands could be named, summarized, and reused by AI systems.
“Social shows you what spiked,” said Justin Inman, founder and CEO of Emberos.
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