For suppliers and B2B
The shortlist gets drawn up before anyone contacts you.
Your buyers are a small number of people making a considered, expensive purchase, and their research starts the same way everyone else’s does. Whether a model names you decides whether you get into the room at all.
Named in 5 answers. Never in the first three.
Four vendors take the shortlist almost every time. The answers lean on trade press and directory pages where Meridian does not appear.
Across 5 engines / 4 markets
Illustration. Brands shown are fictional.
Small buyer pools make one omission expensive.
In consumer marketing a missed impression is a rounding error. In B2B iGaming the addressable buyer list is short, the purchases are large, and the cycle is long. One shortlist you never appeared on can be a year of pipeline.
It is also the stage you have least visibility into. You hear about the deals you were invited to. You do not hear about the ones where a model drew up a list of four names and yours was not among them.
The questions a buyer starts with.
Long before a call is booked, someone is working out who the credible options are. That work now happens in a chat window.
- Which platform providers are worth shortlisting for a given market.
- Which studios produce a particular kind of content, answered with a handful of names.
- Which payment or verification vendors operators use in a given region.
- Alternatives to an incumbent supplier, which is often the question that starts a switch.
- Direct comparisons between two vendors, where the model takes a position.
Where you sit, and where the ground is soft.
B2B categories are frequently unsettled, which is an advantage if you can see which ones.
- The vendor shortlists AI produces for your category, by question and by market.
- Which competitors are named, and which sources are carrying them.
- Where your category has weak incumbents, which is where the fastest gains are.
- What your own site fails to say clearly enough for a model to place you in a category.
- The plan, sequenced by what moves soonest for the least work.
An opportunity is a finding too.
Not every finding is a problem. Where answers vary between runs and cite no consistent source, no brand has claimed the question yet. Those are ranked as opportunities, because they are usually the fastest ground to take.
In specialist B2B categories they are also common, which is the part most suppliers do not expect.
Which questions in our category has nobody claimed?
Six questions return a different shortlist on every run.
Answers cite no consistent source and the named vendors change between runs, on 5 of 5 engines. Nothing is anchoring these answers, so the cost of claiming them is low.
Recommended sequence
- Write the plainly worded answer that currently does not exist anywhere.
- Make the category claim explicit and machine-readable on your own site.
- Re-measure after four weeks to see whether the answer has settled on you.
Illustration. Brands shown are fictional.
Our buyers are a small, specialist group. Do they really use AI to shortlist?
They research the same way everyone else now does, and the earliest stage of a considered purchase is exactly where an assistant gets used: working out who the credible options are before anyone is contacted. That stage happens without you in the room, which is what makes it worth measuring.
We sell through relationships and events, not through search.
Both are true at once. Relationships win the deals you are already in. The question this measures is whether you appear on the list at all when someone is drawing one up, including the deals you never hear about. In a small buyer pool, one missed shortlist is expensive.
Our category is niche. Is there enough data?
Niche categories often produce the clearest findings, because the answers are thinner and less settled. Fewer brands are competing for the slot, sources are less established, and that usually means the ground is softer than in a crowded consumer category.
Can you compare us against a specific set of competitors?
Yes. You tell us who you consider your real competitors and they are tracked alongside you, question by question. That is usually more useful than a category-wide view, because it answers the question your board actually asks.
Where to go next.
AI visibility for casino, sportsbook and lottery brands
What AI assistants say when someone asks where to play, and who gets named instead of you.
What AI visibility means in iGaming
How answer engines decide which brands to name, and where it parts company with SEO.
How IGAIV identifies, diagnoses and directs
The questions, the benchmark, the ranked plan, and how the changes actually get made.
Why AI answers differ by market
What changes when you ask the same question from a different country, and what travels.
Find out who AI is recommending in your markets.
Request a report on your brand and see what the answers actually say.