Asked the same question twice, the models moved their own first choice 66% of the time. The leader still held in 15 of 20 categories.
Twenty categories were asked again, with nothing changed: the same prompts, the same model versions, the same settings, one buyer segment, six framings, twelve models, 1,440 answers. Whatever differs between the two runs is noise, and the noise is what this page measures. That is the reason the index asks every question six ways of every model rather than once: on its own, one ask moved 66% of the time; seventy-two, read together, are what the index reports.
Model by model
Qwen 3.7 Flash changed its first choice most often, 80% of its 99 pairs; Perplexity Sonar least, 32% of 72. Pooled over every model and question, 66%.
A flip is the same model, the same question, a different first choice a few days apart. It says how much one answer can be trusted on its own, and nothing about why the model answered as it did.
Category by category
| Category | Leader in the edition run | Share, run one | Share, repeat | Move | Leader |
|---|---|---|---|---|---|
| CRM |  HubSpot CRM | 41% | 56% | +15 points | held |
| AI visibility |  Otterly | 20% | 31% | +11 points | held |
| Webinars |  Livestorm | 23% | 12% | -10 points | changed: Demio |
| Conversation intel |  Avoma | 52% | 44% | -8 points | held |
| Attribution & MMM |  Dreamdata | 29% | 24% | -6 points | held |
| Email marketing |  ActiveCampaign | 40% | 35% | -5 points | changed: HubSpot Marketing Hub |
| Identity |  Hightouch | 15% | 10% | -5 points | changed: Segment |
| Helpdesk |  Freshdesk | 44% | 40% | -4 points | held |
| Sales intel |  Apollo.io | 76% | 72% | -4 points | held |
| Intent data |  Bombora | 35% | 31% | -4 points | held |
| SEO |  Surfer SEO | 25% | 22% | -3 points | changed: Semrush |
| Sales rooms |  Aligned | 40% | 36% | -3 points | held |
| Support chatbots |  Intercom | 35% | 32% | -3 points | held |
| CDP |  Segment | 48% | 45% | -3 points | held |
| PRM |  PartnerPortal.io | 24% | 27% | +2 points | held |
| Warehouse & ETL | Hightouch | 42% | 40% | -2 points | held |
| Product analytics |  Amplitude | 30% | 31% | +2 points | changed: Mixpanel |
| Marketing automation |  HubSpot Marketing Hub | 55% | 57% | +2 points | held |
| Sales engagement |  Salesloft | 35% | 34% | -1 points | held |
| Marketing CMS |  WordPress | 33% | 33% | +0 points | held |
In 15 of the 20 categories the same product led both runs. Where the leader changed, the two products were within 5 points of each other in the edition run.
The share floor
From the next edition on, a product's change in share counts as movement only when it is larger than 10 points, and a new leader is reported only when it clears the old one by more than that. Nine repeats in ten move a leader less. The floor is measured again with every edition and the method page carries the rule: how the floor is measured.
Cite this
GTM AI Recommendation Index, September 2026 Edition: repeat measurement. gtm-ai-index.com/research/repeat-measurement/. Published under CC BY 4.0. Every figure on this page is computed from the published edition and changes with it; the edition and its date are the citation.
The output is the models' output. Nothing here says the models can be steered, and nothing here is a recommendation by the index.