TL;DR
- Comscore's Q2 2026 AI Intelligence Report, released 22 September 2026, shows ChatGPT's share of AI prompt volume fell from 70% to 50% between January and June 2026.
- Over the same period Gemini rose from 17% to 30% and Claude from 2% to 11%, while total AI assistant usage kept growing.
- Google desktop searches showing an AI Overview rose from 25.8% in July 2025 to 39.4% in June 2026.
- Sponsored ads appeared in 6% of hotel-related AI prompts with source links in March 2026 and 24% by May; the release does not state which markets the panel covers.
ChatGPT's share of AI assistant prompt volume fell from 70% to 50% between January and June 2026, while Google's Gemini rose from 17% to 30% and Anthropic's Claude from 2% to 11%, according to Comscore's Q2 2026 AI Intelligence Report, released on 22 September 2026. Total usage kept growing. What changed is how it is split.
The same report found that the share of Google desktop searches showing an AI Overview rose from 25.8% in July 2025 to 39.4% in June 2026. Together, the two findings describe an AI discovery layer that is growing and spreading across more products at the same time, which changes what "being visible in AI" means for a brand.
The headline numbers
The Comscore press release lists the main findings. The table below collects the platform figures.
| Metric | Earlier | Latest |
|---|---|---|
| ChatGPT share of AI prompt volume | 70% (Jan 2026) | 50% (Jun 2026) |
| Gemini share of AI prompt volume | 17% (Jan 2026) | 30% (Jun 2026) |
| Claude share of AI prompt volume | 2% (Jan 2026) | 11% (Jun 2026) |
| Google desktop searches with an AI Overview | 25.8% (Jul 2025) | 39.4% (Jun 2026) |
| Bing searches with Copilot Search | 11.8% (Jul 2025) | 17.3% (Jun 2026) |
Comscore said ChatGPT "remains the clear category leader". It reached 168 million desktop conversations in June 2026, and its multiplatform visitation grew to 99 million from 59 million a year earlier. The falling share reflects other assistants growing faster, not ChatGPT shrinking.
Growth curves for Claude and Gemini
Claude's desktop conversations rose from 1.1 million in October 2025 to a high of nearly 40 million in April 2026, then fell back to 22.3 million in June. Comscore notes that is still about 20 times the October level, even with the summer slowdown. Gemini's desktop conversations rose from 8 million to 89 million over the past year, with what Comscore called "a similar early-summer slowdown".
Reach is widening too. In June 2026, 35% of desktop users and 29% of mobile users visited an AI assistant, up from 25% and 12% in January 2025. Mobile reach more than doubled over that period.
Who is using AI assistants
Comscore reported that women out-index men on mobile for ChatGPT, Copilot and Gemini, with female mobile index scores of 110, 119 and 115 in June 2026, while men over-index on desktop for the same platforms.
The report also looked at overlap with social platforms. Between June 2025 and June 2026, the share of TikTok visitors who also used AI assistants rose from 32% to 53%, for Meta from 32% to 47%, and for YouTube from 30% to 39%. For brands, that means the audiences they reach on social channels increasingly also ask AI assistants for recommendations.
AI as a brand discovery and ad channel
Two findings concern brands directly. Brand mentions in AI responses grew 123% for fashion and 150% for health and beauty between January and March 2026. And sponsored ads began appearing inside AI travel search results: they appeared in 6% of hotel-related prompts with source links in March 2026 and 24% by May 2026.
Digiday, which reported on the full report, highlighted a gap between being used as a source and being cited. Its example: Tripadvisor accounted for 61% of travel sourcing by AI platforms but only 21% of citations. Comscore's Smriti Sharma, chief analytics and technology officer, told Digiday that "being used by AI is not equal to being visible in AI."
In the press release, Sharma said brands and publishers "can no longer assume that a single AI experience defines the market," and that understanding where consumers ask questions, which sources AI cites and how those interactions convert is becoming essential.
How Q2 compares with Comscore's earlier data
Comscore's Q1 2026 report, released on 2 June, gives a useful baseline. It put ChatGPT at 244 million desktop conversations in March 2026, against 168 million in June in the Q2 report. It put Claude at 22 million desktop conversations in March, which matches the Q2 description of a climb to nearly 40 million in April followed by a fall to 22.3 million in June. Neither release explains the month-to-month swings, and Comscore did not describe the ChatGPT figure as a decline, so the two numbers are best read as a sign that monthly desktop totals move a lot.
The Q1 report also measured how people use assistants: in March 2026, users averaged 4.9 prompts per conversation on ChatGPT, 4.6 on Gemini and 7.1 on Copilot. Comscore read that as evidence that AI use is often a multi-turn process of refining a decision rather than a single query. On reach, Q1 put AI assistants at 36% of desktop users and 23% of mobile users for the quarter; the June figures in Q2 were 35% and 29%, so the recent growth has come on mobile. The female mobile index scores were 113, 123 and 118 in March for ChatGPT, Copilot and Gemini, a little above June's 110, 119 and 115. Q1 also reported that in consumer credit cards, AI Overviews appeared alongside 46% of paid search ads in Q4 2025, up from 21% in Q2 2025.
A third Comscore release, on 3 September, adds a contrast worth keeping in mind. It said ChatGPT accounted for about 69% of unique visitors in the AI assistant category in June 2026. Set against the Q2 figure of 50% of prompt volume, that suggests ChatGPT still reaches the most people, while a growing share of the actual questions goes elsewhere.
What the release does not say
- It does not state which country or countries the panel covers. The Q1 release in June quoted US desktop search volumes, which points to a US-weighted panel, but the Q2 release does not say, so the numbers should not be read as Thai data.
- It does not define exactly how "prompt volume" is counted across web and app use.
- Digiday reported the panel as between 500,000 and 1 million users; the press release itself gives no sample size.
- It does not name the travel advertisers behind the sponsored hotel results. Comscore's separate 3 September release identified the platform: the 6% to 24% figures come from hotel-related ChatGPT prompts with source links, with an intermediate 14% in April.
Panel data measures what a consenting group of users does on their devices. It is good for trends and shares, less good for exact totals, and it depends on who is in the panel.
What this means for Thai marketers
The report is not Thai data, so the percentages should not be copied into Thai plans. The pattern is still relevant, because the same assistants are available in Thailand and Gemini in particular reaches people through Android and Google's own products. Three points follow.
- Track more than one assistant. If ChatGPT's share can fall from 70% to 50% in six months, a visibility report that checks only ChatGPT will miss a large part of where people ask questions. A GEO programme should check brand presence across ChatGPT, Gemini, Claude, Perplexity and Google's AI Overviews and AI Mode.
- Separate "used" from "cited". The Tripadvisor example shows a brand can feed AI answers without getting visible credit. Content with original data, clear self-contained facts and a named author gives AI systems something specific to attribute.
- Plan for paid placement inside AI answers. Sponsored hotel results rose from 6% to 24% of relevant prompts in two months. Travel and hospitality brands should watch for these formats reaching Thailand and budget time to test them.
For brands that have focused on ChatGPT alone, ChatGPT SEO remains useful, since ChatGPT still holds half of prompt volume, but it is now one channel among several rather than the whole category.
FAQ
What is ChatGPT's share of AI assistant usage in 2026?
Comscore measured ChatGPT at 50% of AI prompt volume in June 2026, down from 70% in January. Gemini held 30% and Claude 11% in June, according to the Q2 2026 AI Intelligence Report.
How often do Google searches show AI Overviews now?
Comscore found that 39.4% of Google desktop searches showed an AI Overview in June 2026, up from 25.8% in July 2025. The release gives the figure for desktop only.
Does this data cover Thailand?
The Q2 press release does not say which markets the panel covers, and Comscore's Q1 release quoted US search figures. Treat the figures as a signal of direction, not as Thai market data.
Are ads appearing inside AI answers?
Yes, in travel on ChatGPT. Comscore reported sponsored ads in 6% of hotel-related ChatGPT prompts with source links in March 2026, rising to 24% by May 2026.
What is the difference between being sourced and being cited by AI?
Being sourced means an AI system used your content to build an answer; being cited means it showed your brand or link to the user. Digiday's example from the report: Tripadvisor made up 61% of travel sourcing but 21% of citations.
The Q2 report shows AI discovery growing and splitting across assistants at the same time. For brands, that turns AI visibility from a single-platform question into a portfolio: which assistants your customers use, whether each one mentions you, and whether it gives you credit when it does.
