Waseit

Waseit study · UK · collected 2026-07-31

Which insurance brokers do AI assistants recommend in Edinburgh?

We asked ChatGPT, Gemini and Perplexity 6 real buying questions about insurance brokers in Edinburgh - the way customers actually ask. Every answer named specific businesses: 41 names came back for this trade in this city.

The names the assistants cite most

  • 1.Marshcited 2 times · by openai
  • 2.Premier Commercialcited 2 times · by perplexity
  • 3.Gateway Insurance Services Ltdcited 2 times · by perplexity
  • 4.Aoncited 1 time · by openai
  • 5.JLTcited 1 time · by openai
  • 6.Locktoncited 1 time · by openai
  • 7.Higos Insurance Servicescited 1 time · by openai
  • 8.Gray Insurancecited 1 time · by openai

Counts are citations across our sampled answers for this trade and city, collected 2026-07-31 via the assistants' APIs. Answers vary between runs - across the whole study, assistants agreed with each other on only 3% of names. A snapshot, honestly labelled, not a permanent ranking.

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Insurance brokers in other cities

Other trades in Edinburgh

Full dataset and method: the 2026 UK study (1464 answers, 244 trade×city cells) · our methodology