Lego AI Visibility
How visible is Lego in ChatGPT, Gemini, Grok and Perplexity? · updated May 2026
As of May 2026, Lego is recommended in 54% of buyer-intent AI answers about Consumer goods, ranking #24 of 66 alongside Carlsberg and Pilsner Urquell. The measurements below come from GPT, Gemini and Perplexity with live web grounding.
How each AI model sees Lego.
| AI model | Sentiment (-1 to +1) | Read |
|---|---|---|
| GPT (ChatGPT) | +0.14 | Positive |
| Gemini | +0.06 | Positive |
| Perplexity | +0.07 | Positive |
Inter-model spread: 0.035. The models broadly agree about Lego.
| Signal | Value |
|---|---|
| Recommendation share (buyer-intent prompts) | 54% |
| Total citations analyzed | 644 |
| Top source type | Other web |
| Blind languages (of 12) | 1 |
Score breakdown.
Cross-language divergence.
How differently AI talks about Lego 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 Lego's story.
Source types
Top cited domains
Lego vs comparable brands.
| Brand | Category | Score /100 | Band |
|---|---|---|---|
| Lego | Consumer goods | 55 | Emerging |
| Carlsberg | Consumer goods | 58 | Emerging |
| Pilsner Urquell | Consumer goods | 48 | Emerging |
Frequently asked questions.
Does ChatGPT recommend Lego?
In the Nordic-Baltic AI Reputation Index 2026 study, Lego was recommended in 54% 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 Lego in AI search?
As of May 2026, Lego scores 55/100 on the Rankfor AI Visibility Index, rank #24 of 66 in Consumer goods. That places Lego in the "Emerging" band.
Which AI models cite Lego?
The index measures GPT (ChatGPT), Google Gemini and Perplexity, all with live web grounding. Across the models, the study analyzed 644 citations for Lego; the most-cited domain is lego.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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