AI assistants like ChatGPT, Gemini and Google AI Overviews increasingly answer health and wellness questions before anyone visits a website. Which brands are mentioned and which sources the answers are based on is therefore a relevant question for providers in the sector. Peak Ace analysed 1,000 standardised prompts across ten industries to investigate this. This article presents the health and wellness findings and places them in methodological context.
Note: This article is an excerpt from the LLM Industry Benchmark. The complete analyses, including results for each industry, are available in the benchmark itself.
In short:
- In our benchmark, articles lead the health and wellness source mix for recommendations, comparisons and advice.
- For prices and where to buy, category pages come first.
- Across all ten industries, comparison formats lead in three out of four search intents.
- All findings refer to this prompt set, this time period and this setup.
Methodology and Data Corpus
The benchmark is based on a clearly defined data corpus. The following sections describe its structure and the key figures derived from it.
Prompt set and structure. The prompt set comprises 1,000 standardised bottom-of-funnel prompts, with 100 commercially relevant prompts per industry across ten topic clusters. The prompts are brand-neutral and geared towards purchasing decisions, i.e., questions people ask shortly before buying or booking.
Search intent. Each industry covers four search intents, with 25 prompts per intent:
- Best/Top/Test Winner: Recommendation questions, such as “Which product is best for…?”
- Comparisons: Contrasts, such as “Which is better, A or B?”
- Prices/Where to buy: Questions about costs and sources, such as “Where can I buy and compare…?”
- Criteria/Advice: Questions about selection criteria, such as “What should I pay attention to when choosing…?”
Market, language and time period. The prompts are in German and geared towards the German market. Responses were analysed in August 2026.
Systems and repetitions. Gemini, ChatGPT and Google AI Overviews were observed. Each prompt was executed 15 times, five times per system. Individual responses are treated as samples, which allows for a better classification of fluctuations.
Data and key figures. The data comes from Peec AI exports. Fifty brands per industry were monitored, and the report focuses on the top 20 brands by visibility. Visibility shows how frequently an entity appears in the responses. Share of Voice (SOV) describes its proportion of all mentions in the observed dataset. Sentiment rates the tone of the responses on a scale of 0 to 100.
Search Intents and Source Patterns
Search intent appears to influence the type of source that shapes a response. Patterns emerge that differ depending on the industry.
Health & Wellness: Articles seem to dominate recommendations, comparisons and advice. Category pages are more prominent for prices and where to buy, followed by homepages.
Cross-industry view: Across all ten industries, comparison pages lead recommendations and comparisons, so the sector departs from the cross-industry pattern.
The industry therefore serves primarily as a starting point. The crucial factor is identifying which types of sources are relevant for which search intent within your own product and service field.
Across all ten industries, the most frequently accessed source types per intent show the following picture:
| Intent | Leading source types and share of retrieval in percent (across industries, descending) |
|---|---|
| Best/Top/Test Winner | Comparison 28.31; Listicle 14.99; Product page 12.75; Item 9.47 |
| Comparisons | Comparison 32.65; Item 16.06; Product page 10.46; Other 9.45 |
| Criteria/Consultation | How-to Guide 22.33; Articles 19.82; Other 12.20; Comparison 12.03 |
| Prices/Where to buy | Comparison 22.64; Product page 14.57; Category page 12.35; How-to guide 10.96 |
These figures are aggregated and do not refer to a single industry. “Other” is a residual category and not a specific format. Retrieval means that a source has been accessed. This does not automatically imply that it will be cited or that the brand will appear in the final answer.
Three patterns stand out in the data:
- Comparisons lead three out of four intents, including recommendation and reference questions.
- Consulting changes the mix. How-to guides account for 22.33 percent of retrieval for criteria questions, compared with 5.81 percent for recommendations.
- The pattern is not universal. In Media & Publishing, comparisons top all four intent lists. In Health & Wellness, articles top three.
AI Visibility Focus
An average value does not show whether mentions are spread across many brands or concentrated on a few. The analysis therefore considers two metrics within the top 20 of an industry, both based on SOV shares normalised to 100 percent: the HHI, which describes the concentration of SOV components, and the top 3 share, which is the combined share of the three largest contributions.
| Industry | HHI | Top 3 share in percent |
|---|---|---|
| Telecommunications | 1,462 | 63 |
| Marketing & Advertising | 1,200 | 51 |
| Health & Wellness | 1,132 | 50 |
| SaaS & Technology | 548 | 24 |
In Health & Wellness, half of the normalised top 20 SOV falls on three entities. These values suggest different distributions of mentions, not necessarily different market opportunities. For context, the average visibility across all ten industries is 6.94 percent, the average SOV is 3.72 percent and the average sentiment is 54.58. Health & Wellness reaches 3.55 percent, 3.80 percent and 51.6 respectively.
Concentration scores show how mentions are distributed, but not why a particular entity appears. For that, look at the questions and pages accessed behind your own results.
What This Means for SEO Teams and Marketers
Depending on intent and industry, responses are based on different types of sources. The goal is not to be visible everywhere, which is practically impossible. It is to understand what you offer and which questions you answer well. Our results suggest the following priorities:
- Handle answer types separately. A comparison should explain alternatives as well as advantages and disadvantages. A guide should clarify criteria or support a task. A general article rarely fulfils both tasks equally well.
- Keep prices and terms consistent. Product information, prices and terms should match on your website and in relevant comparisons. Outdated or conflicting information increases the risk of inaccurate statements in generated responses.
- Explain the criteria and link them to offers. Articles and how-to guides dominate advice questions. Explain selection criteria clearly and link them to suitable offers, so that advice and offer do not diverge. For health content, accuracy and evidence standards remain essential.
- Prioritise your digital PR. Identify the key third-party sources per intent and check what they say about your products. Not every publication is equally relevant, and source classifications do not establish that a piece is independent or reliable.
- Don’t forget your SEO homework. Key content should be accessible, clearly structured and easy to navigate. This is a prerequisite for information access, but not a guarantee of recommendations.
- Consider monitoring as an ongoing task. Brand mentions and accessed sources can be observed separately, ideally with a consistent prompt set. Analysis by category, intent and system complements traditional search and conversion metrics.
Limits of Expressive Power
The results are valid only for this specific prompt set, time period and setup. They do not represent a complete measurement of an industry’s or brand’s visibility in AI systems. Specifically, the following should be noted:
- The prompt set shapes the outcome. Different questions or wording can lead to different answers.
- Three systems are not one system. Gemini, ChatGPT and Google AI Overviews cannot simply be equated.
- Knowledge and search are not separate. Therefore, no causal mechanisms can be derived from the mix of sources.
- The benchmark does not assess the medical quality, safety or suitability of any product or provider. Sentiment describes the tone of responses, not customer satisfaction.
Read the Full Benchmark
This article provides an excerpt. The complete LLM Industry Benchmark includes the source mix for all ten industries and all four intent types, visibility, SOV and sentiment per industry, concentration metrics, the leading entities per industry, and the complete methodology.
Download the full LLM Industry Benchmark.
Already looked at the benchmark, and want to strengthen your brand’s presence in LLMs? Get in touch with Peak Ace’s LLMO & GEO team.
FAQ: AI Visibility, Benchmarks and GEO
What does the LLM Industry Benchmark measure?
It captures visibility, SOV, sentiment, concentration and retrieval patterns for a defined prompt set, market and time period, aggregated across Gemini, ChatGPT and Google AI Overviews.
What sources do LLMs use for health and wellness questions?
In our benchmark, articles lead recommendation, comparison and advice questions, while category pages lead pricing questions. This applies only to the examined prompt set and time period.
Does AI visibility depend solely on one’s own website?
No. Comparisons, articles, guides and other third-party formats play a significant role, so it is worth checking specific URLs and separating your own content from relevant third-party sources.
Is retrieval the same as a citation?
No. Retrieval means that a source has been accessed. It does not automatically mean that the source is cited or that the brand is mentioned.
How can we test whether measures are effective?
In three steps: a source and content audit, a check of the timeliness and consistency of information, and a remeasurement with the same test questions under the same conditions.
