Some UK top advice firms invisible to AI platforms – research

The research from Calm Authority co-founder Jayme Baggio was conducted by asking OpenAI, Gemini and Perplexity questions focused on three sections: understanding a financial need, finding possible advisers and choosing a specific firm. In total, the three AI tools produced 450 answers. Baggio explained that the 93 out of the UK's top 150 advice firms "weren't ranked lower, they just weren't named or cited at all". AI was found to assemble recommendations from a narrow ecosystem, with directories, publishers and commercial rankings often carrying the visibility. According to Baggio,...