September 25, 2026  |  SIGN UP

Jim Cooper
DIGIDAY, EDITOR-IN-CHIEF

AI usage is both growing and fragmenting. That’s according to Comscore’s Q2 2026 AI Intelligence Report, published earlier this week. ChatGPT’s share of prompt volume fell from 70% to 50% between January and June this year, while rivals like Gemini and Claude rapidly gained ground.

Gemini’s share nearly doubled from 17% to 30%, and Claude climbed from 2% to 11%. For publishers and marketers, that means generative engine optimization must expand into a multi-platform proposition, tracking performance across ChatGPT, Gemini, Claude and others rather than just optimizing for a single assistant. The question of how you are cited now needs to include where audience and consumer questions are landing.

“The message isn’t that ChatGPT is winning the race. The message is AI assistants collectively are becoming a consumer behavior layer, and consumers are developing different relationships with different assistants,” said Smriti Sharma, Comscore’s chief analytics and technology officer told us this week.

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