Does ChatGPT recommend UK B2B software? What 480 answers say
We asked ChatGPT, Claude, Perplexity and Google’s AI Mode the questions UK buyers type, for 8 B2B software companies selling into the UK, three times each on separate days. Here is how often the company was named, who was named instead, and which pages the assistants read.
Answers collected 21 September – 3 October 2026 · 480 answers, 5,095 citations · Satayu Isariyaphorn
Across 480 answers to buyer questions about UK B2B software, the company we measured was named 224 times (47%). The spread between companies was wide: from 7 of 60 to 41 of 60. The companies named instead were the category leaders: Vanta (60), DocuSign (57), Drata (54), Deputy (52), BigChange (48), Adobe Acrobat Sign (47), Juro (47), Arlo (47). And the pages the assistants read before answering were, above all, the the UK editions of the software directories (Capterra UK, Software Advice UK, GetApp UK, G2, SourceForge) and the vendors’ own pricing and feature pages.
By assistant
| Assistant | Named / answers | Rate |
|---|---|---|
| ChatGPT | 46 / 120 | 38% |
| Claude | 78 / 120 | 65% |
| Perplexity | 50 / 120 | 42% |
| Google AI Mode | 50 / 120 | 42% |
Claude named the UK company most often (it reads the directories widest, about twenty pages an answer) and ChatGPT least: ChatGPT reads four or five pages, mostly the leaders’ own sites and gov.uk, so a UK company that is not a category leader is rarely among them.
By company (categories, not names)
Each company’s own figures, with its rivals named, are in its own report and never on this page. The categories show the range.
| Software category | Named / 60 answers |
|---|---|
| E-signature | 31 / 60 |
| Contract management | 26 / 60 |
| HR and payroll | 22 / 60 |
| Training management | 31 / 60 |
| ISO 27001 compliance | 7 / 60 |
| Rota software | 41 / 60 |
| Field management | 32 / 60 |
| Field service | 34 / 60 |
What the assistants read for UK buyer questions
The most-cited sites across all 5,095 citations. The pattern is the practical finding: when the question names the country, the assistants reach for the country edition of the directory, and for the leaders’ own pages.
| Site | Citations |
|---|---|
| joblogic.com | 112 |
| juro.com | 103 |
| vanta.com | 87 |
| capterra.co.uk | 71 |
| workforce.com | 68 |
| arlo.co | 63 |
| bigchange.com | 62 |
| capterra.com | 55 |
| g2.com | 54 |
| softwareadvice.co.uk | 52 |
| hibob.com | 51 |
| rippling.com | 48 |
| pandadoc.com | 46 |
| summize.com | 45 |
What to do with it
- Be on the the UK directory pages. Capterra UK, Software Advice UK, GetApp UK, G2, SourceForge with the category, country and pricing filled in. These were cited more than any vendor’s own site.
- Publish one page per buyer question, with “the UK” in it. The assistants answer the question as asked; a page that answers it in its first paragraph, with the local specifics, is what they cite.
- Measure on three separate days before concluding anything. The set of companies named changes between days about half the time (the figures).
- If a competitor is named where you are not, the four causes and fixes, in order: my competitors show up in ChatGPT but we don’t.
The free first report runs five of your buyers’ questions under the same rules. The $390 audit runs forty. The method is public.