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Think about the last time you searched online for the perfect holiday gift. You opened a search engine like Google, typed "best gifts for a music lover," and scrolled through pages of links. Maybe you clicked through a TikTok trend, a best-seller list, and a blog post offering "10 must-have gifts for 2024." Each source gave you a different answer. Why? Because each source had a different perspective.
Today, those perspectives are shaped by AI-powered answer engines like ChatGPT, Claude, and Google Gemini. But here’s the twist: their perspectives aren’t random. Each answer engine has its own "personality," shaped by its training, priorities, and constraints.
These "personalities" affect more than just holiday gift lists. They also shape how local businesses are recommended to consumers searching for HVAC services, cleaning companies, and home repair providers.
For business owners, understanding these AI perspectives isn’t just interesting — it’s essential. Through the lens of holiday gift lists, discover how answer engines shape recommendations and how those same principles apply to your business's visibility in local search.
One and done: How answer engines give you just one result
When you search for something on Google, you get a list of links to explore. You scroll, click, and compare results. But AI-powered answer engines like ChatGPT, Claude, and Google Gemini work differently. Instead of showing you multiple options, they provide one answer — clear, direct, and immediate.
This change happens during a process we call the Prompted Moment of Truth (PMOT). It’s the moment when the AI decides which answer to give. Instead of handing you a "Top 10 list" or a collection of links, the AI selects one response to display.
So, how does an AI decide which answer to give? It relies on three key factors:
- Training data: Each AI learns from a unique mix of information. For example, Claude emphasizes socially responsible sources, while Gemini pulls from trending content, and Perplexity relies on review sites and "best of" lists.
- Design goals: Each AI is programmed with a mission. Some prioritize creativity (like ChatGPT), some follow trends (like Gemini), and others prioritize speed and availability (like Rufus).
- Safety rules: AI engines are programmed with guardrails to prevent certain responses. For example, Claude is designed to avoid promoting unsafe products or risky behavior, while Rufus prioritizes in-stock, ready-to-ship products to ensure fast fulfillment.
By understanding how AIs make decisions during the PMOT, you’ll see why the same prompt can yield such different answers — whether it’s for a holiday gift or a search for the best new gadget.
Answer engine personalities
If you’ve ever asked the same question to multiple AI engines (we do!), you may have noticed that the answers aren’t the same. That’s because each engine has its own unique approach to how it responds. These differences come from distinct training data, design goals, and rules that guide each engine’s logic. While they don’t literally have "personalities," you can think of them as having unique “decision styles” based on the data they rely on and the logic they follow.
Here’s a look at how each engine approaches the same question.
- ChatGPT: Versatile and broad — Offers practical, useful suggestions alongside more creative, imaginative ideas.
- Claude: Thoughtful and family-friendly — Prioritizes intentional, family-friendly choices and avoids risky or controversial recommendations.
- Google Gemini: Trend-driven and timely — Surfaces products and ideas that are trending now, often reflecting social media buzz and viral product demand.
- Amazon Rufus: Speed and availability — Prioritizes in-stock, ready-to-ship products that can be delivered fast — often same-day or next-day.
- Perplexity: Research-backed and review-driven — Relies on reviews, “best of” lists, and comparison data to suggest well-rated, consumer-approved products.
These distinct approaches explain why you’ll get different responses from each engine, even when you ask the same question. Whether it’s suggesting holiday gifts or recommending a local service, each engine’s logic is shaped by its priorities, data, and design goals.
Let’s see it in action!
To illustrate how these personalities play out, we asked multiple AIs the same prompts to see how their logic drives their recommendations.
Prompt 1: “Best gifts for new moms.”
- ChatGPT: Willow Go Breast Pump
- Claude: UPPAbaby VISTA V2
- Google Gemini: Hatch Restore
- Amazon Rufus: Burt's Bees Baby Set
- Perplexity: VEPOKA Warming Mat
Prompt 2: “Top gifts for fitness enthusiasts.”
- ChatGPT: Theragun Mini
- Claude: Peloton Bike+
- Google Gemini: Therabody
- Amazon Rufus: Fitbit Inspire 3
- Perplexity: Nike Socks
Prompt 3: “Great gifts under $50.”
- ChatGPT: Tile Mate Tracker
- Claude: The Ordinary Skincare
- Google Gemini: Sephora Gift Set
- Amazon Rufus: Kate Spade Tumbler
- Perplexity: Stanley Cup
Prompt 4: “Top trending gifts.”
- ChatGPT: Lego Icons Dried Flowers
- Claude: PlayStation 5
- Google Gemini: Dyson Vacuum
- Amazon Rufus: Apple AirPods Pro 2
- Perplexity: Sol de Janeiro Set
Notice the different results. ChatGPT suggested creative, practical ideas, Claude emphasized thoughtful, family-friendly gifts, Gemini highlighted trendy must-haves, Rufus prioritized fast-shipping essentials, and Perplexity relied on review-driven, top-rated picks.
Be the answer
AI-powered answer engines like ChatGPT, Claude, and Google Gemini are changing how people find information. This shift changes the visibility game for businesses. It’s no longer about being “on page one” — it’s about being the answer.
To increase your chances of being that answer, it’s important to understand what these engines prioritize. While each one has its own logic — from reviews to speed to trust — there are a few key moves you can make:
- Highlight trust signals, like BBB Accreditation.
- Encourage positive reviews on platforms like Google and BBB.org.
- Make your online content clear and accessible so it aligns with how answer engines process information.
Want to be the answer? Here’s how.
Register for the next Leadership Learning Webinar with BrandRank.AI: From hidden to highlighted: Winning in GenAI search — what every small business must know, Jan. 23, 2024, at noon Eastern. You’ll learn how algorithms think, act and prioritize content, with a focus on the critical concept of content readiness to influence your standing. The insights will be simple, actionable and designed for your entire team to implement.
For more information
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This article was submitted by BrandRank AI.