Brand ownership rare in ChatGPT, but once set it stays 90%
Semrush analyzed 1,094 US ChatGPT categories and found only 15.2% had a clear brand owner. When a brand does own a topic, it stays first in 90.4% of month‑over‑month comparisons, making AI‑search positioning a winner‑takes‑most game. Traditional SEO metrics only modestly predict which brands win.