As AI assistants become a primary place for shoppers to research purchases and compare brands, the rules of visibility are shifting. We analyzed 80,890 relevant prompts sampled from real user conversations with ChatGPT, Gemini, and Perplexity across the US and UK to find out what fashion and beauty shoppers are actually asking.
What's inside
- How little brand loyalty exists: why fewer than one in ten prompts mention a brand at all, and what even the category leader's share of voice looks like.
- What shoppers actually ask about: the topic and intent breakdown behind the questions, and why most people are shortlisting rather than checking out.
- What drives the purchase decision: the factors that outrank price in commercial prompts, and the small, fixable barriers standing between shoppers and a buy.
- The query templates to build for: the handful of recurring question formats that account for the largest share of prompts, and the content that answers each one.
- Where to focus first: the two highest-opportunity content plays, and how to treat informational content as a hub rather than a dead end.
Access the full report for the complete data, or get a Profound demo to see where your brand stands in AI Search today.