AI Market Report with 
Understand your visibility in AI answers.
More and more shoppers ask ChatGPT and other AI assistants before they buy a backpack, running shoes or a new pair of skis. Every month, the AI Market Report for outdoor and sport shows which brands and retailers the AI recommends – free of charge and transparent.
The AI Market Report in numbers
2,400+
purchase-advice questions
5
AI systems, each question asked three times
37,000+
AI answers analysed
7,000+
brands and retailers ranked
Why it matters
Purchase advice now starts in an AI chat.
A search engine used to return ten blue links. Today, an AI usually names just two or three recommendations. If you are not there, you are not part of the buying decision.
56%
of consumers in Europe have already shopped with AI.
Deloitte, 2026
49%
of consumers in Germany expect AI assistants to handle most of their everyday shopping within the next five years.
Riverty & Adyen, 2026
35%
of AI users in Germany get shopping advice from AI.
Bitkom Research, 2026
+200%
more visits from AI systems to online shops in the DACH region in the first half of 2026.
e-dialog, 2026
How the report is made
From buying question to ranking.
The AI Market Report is compiled fresh every month. It asks AI systems the questions shoppers ask before they buy – and counts who appears in the answers.
01
Ask questions
More than 2,400 purchase-advice questions from the outdoor, bike and sports industry. They follow the FEDAS categories – from hiking backpacks to touring skis.
02
Query AI systems
Each question goes three times to ChatGPT, Gemini, Claude, Perplexity and Google AI Overviews – because AI answers are not the same every time.
03
Analyse answers
From more than 37,000 answers, we record every brand, retailer and product mentioned and every source cited.
04
Build the ranking
This produces the ranking by category and sport – with mention rate, share of voice, top-3 rate, reputation score, sources and most-mentioned products.
What the report shows
All key figures at a glance.
In the report, brands and retailers see their position in the ranking, the key figures and the change on the previous month. The example shows deuter in the backpacks category.Click the numbers to see what the dashboard shows.
in.outtra.com · AI Market Report · deuter (example)
How brands and retailers use the report
One report, two perspectives.
For brands
Benefits for brands
- See how often the AI recommends your brand – by AI system and category.
- Keep an eye on your competitors: who is mentioned as often as you, and who is catching up?
- Find out which retailer shops and media the AI uses as sources.
- Check month by month whether your actions are working.
For retailers
Benefits for retailers
- Spot early which brands the AI recommends – a sign of what your shoppers will ask for next.
- Use these signals for ordering and advice. OMIS shows what actually sells in outdoor specialist retail.
- Track which brands and products are gaining visibility.
- Learn from the retailer shops the AI uses most often as sources.
From the report · November 2026
Who the AI recommends – and what its sources are.
A few results from the current edition. The report has them for every category and every AI system.
Share of AI answers in which the brand appears · 11/2026
- Salomon9.8%
- Mammut7.0%
- Vaude6.6%
- Black Diamond6.3%
- Petzl5.3%
- La Sportiva4.3%
- Salewa4.2%
Even the most-mentioned brand appears in only one answer in ten. The market is wide open.
Share of all websites cited by the AI, by type · 11/2026
- Retailer shops47.0%
- Other18.8%
- Media17.1%
- Brand websites14.3%
- User content2.8%
Almost every second AI source is a retailer shop. Only one in seven is a brand website.
Did you know?
Every AI has its own favourites. In ChatGPT, Simond and Quechua make the top 10; in Claude, Fischer and Atomic.
AI Market Report, 11/2026
Even the most-mentioned product appears in only 0.66% of all AI answers. Brands are far more visible to AI than individual products.
AI Market Report, 11/2026
The new ChatGPT model cites brand websites more often: 41% of sources, up from around a quarter before.
AI Market Report, 09/2026
Access to the report
Check your own AI visibility.
AI Market Report & AI visibility
Enter your domain and go.
See straight away in the AI Market Report how visible your brand or shop is in AI answers.
Free · Enter domain · 5 AI systems
Webinar
Method, key figures and results at a glance.
In the webinar (in German), we show how the AI Market Report is made, what the key figures mean and what brands and retailers can learn from them.
Improve visibility
Get mentioned more often with complete product data.
Complete, up-to-date product data is the foundation of AI visibility. That applies to brands and to every retailer shop, large or small.
Data & Image Hub
Product data in one place
Brands provide product data, images and copy in one central place. Retailers download it free of charge in the right format – for complete product pages that AI learns from.
Go to Data & Image HubPartner solution · Frontnow
Enrich product data for AI
OUTTRA and Frontnow turn raw data into complete product copy that AI systems understand – for brands and retailer shops.
Go to Product Data Enrichment