H&M AI Visibility
How visible is H&M in ChatGPT, Gemini, Grok and Perplexity? · updated May 2026
As of May 2026, H&M is recommended in 85% of buyer-intent AI answers about Retail, ranking #15 of 66 alongside Lidl Slovakia and Zalando. The measurements below come from GPT, Gemini and Perplexity with live web grounding.
How each AI model sees H&M.
| AI model | Sentiment (-1 to +1) | Read |
|---|---|---|
| GPT (ChatGPT) | -0.00 | Neutral |
| Gemini | -0.02 | Neutral |
| Perplexity | +0.00 | Neutral |
Inter-model spread: 0.011. The models broadly agree about H&M.
| Signal | Value |
|---|---|
| Recommendation share (buyer-intent prompts) | 85% |
| Total citations analyzed | 665 |
| Top source type | Other web |
| Blind languages (of 12) | 0 |
Score breakdown.
Cross-language divergence.
How differently AI talks about H&M in each of the 12 study languages compared to its home-language baseline. Lower is better; values above 0.05 mean the narrative meaningfully diverges.
Where AI gets H&M's story.
Source types
Top cited domains
H&M vs comparable brands.
| Brand | Category | Score /100 | Band |
|---|---|---|---|
| H&M | Retail | 62 | Emerging |
| Lidl Slovakia | Retail | 65 | Emerging |
| Zalando | Retail | 65 | Emerging |
| IKEA | Retail | 62 | Emerging |
| Allegro | Retail | 50 | Emerging |
| REWE Group | Retail | 50 | Emerging |
| Kesko | Retail | 50 | Emerging |
Frequently asked questions.
Does ChatGPT recommend H&M?
In the Nordic-Baltic AI Reputation Index 2026 study, H&M was recommended in 85% of buyer-intent prompts, measured across GPT (ChatGPT), Google Gemini and Perplexity. The study asks the AI models real buying questions and counts how often each brand is named as a recommendation.
How visible is H&M in AI search?
As of May 2026, H&M scores 62/100 on the Rankfor AI Visibility Index, rank #15 of 66 in Retail. That places H&M in the "Emerging" band.
Which AI models cite H&M?
The index measures GPT (ChatGPT), Google Gemini and Perplexity, all with live web grounding. Across the models, the study analyzed 665 citations for H&M; the most-cited domain is hm.com.
Methodology.
Nordic-Baltic AI Reputation Index 2026: 66 brands, 12 languages, 3 AI models (GPT, Gemini, Perplexity Sonar with live web grounding), 35,640 responses. Each brand is scored on sentiment, recommendation share, source quality, consistency and stability; the composite maps to the 0-100 AI Visibility Score shown here. Published April 2026, last updated May 2026.
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