How visible is Chess.com in ChatGPT, Gemini and Claude?
We tracked Chess.com, the world's #1 site to play chess, across 132 prompts and 576 AI answers. It leads its category with 67.4% AI visibility. But when people describe their problem without naming the brand, AIs mention it only 25% of the time.
Book a demoShare of AI answers that mention each brand, as measured by the AI Tracker across 132 prompts. Chess.com wins 106 of 112 head-to-head prompts vs Lichess.
Results at a glance
Real data from the SEOcrawl AI Tracker and our November 2026 study, published with Chess.com's permission.
93%
Of tracked prompts
Brand present in 132 prompts
67.4%
AI visibility
#1 in its category
99%
Branded questions
AIs name Chess.com
25%
Unbranded questions
The real growth gap
The problem
Search no longer ends at Google. People ask ChatGPT, Gemini and Claude where to play chess, how to improve or which app to use, and the answer names a few brands. A category leader can rank first on Google and still be missing from those answers, and nobody on the team can see it without measuring it.
The question: when an AI answers a chess question, does it recommend Chess.com, and who does it recommend instead?
What SEOcrawl AI measured
- 132 prompts in the AI Tracker covering how people actually ask about chess: playing online, learning, apps, puzzles and rankings.
- Brand mentions, citations and AI visibility for Chess.com against competitors such as Lichess, on every run.
- A 4-week study (27 Sep → 24 Oct 2026): 48 questions asked to ChatGPT, Gemini and Claude, 576 answers in total.
- Branded questions (which name Chess.com) vs unbranded ones (which only describe the need), to find where visibility is earned and where it is lost.
The results
Chess.com wins the conversation when people already know it. The opportunity is in the questions where they don't.
AIs name Chess.com in 99% of questions that include the brand, but only in 25% of questions that just describe the problem.
Unbranded mentions by AI
Visibility changes a lot by engine: ChatGPT names Chess.com almost three times as often as Claude in unbranded answers.
What this means for any brand
- 1Being the leader is not enough: AIs reward brands the user already mentions.
- 2Unbranded prompts are where new customers are won or lost, so track them separately.
- 3Each AI behaves differently. Measure ChatGPT, Gemini and Claude one by one, not as an average.
Want to know how AIs talk about your brand?
Book a 20-minute demo and we'll show you your AI visibility in ChatGPT, Gemini and Claude, with your own prompts.
Methodology
AI Tracker: 132 prompts tracked in SEOcrawl AI; AI visibility = share of AI answers where the brand is mentioned (several brands can appear in the same answer, so values do not add up to 100%). Study: 48 questions (branded and unbranded) asked weekly to ChatGPT, Gemini and Claude from 27 Sep to 24 Oct 2026, 576 answers. Data from a single brand that leads its category; results for other brands may differ.