Household shopping in Slovakia. Which shops AI recommends.
35 questions about household shopping in Slovakia, three AI tools, eight runs per question. Which retail chains AI mentions, how consistently and which sources it draws on.
- answers evaluated
- 840
- questions without brand names
- 35
- AI tools
- 3
- runs per question
- 8
- different brands in answers
- 380
Three conclusions
- 1Four chains dominated the answers. Tesco, Kaufland, Lidl and Billa appear in 70 to 86% of answers. COOP Jednota ranks fifth at 41%.
- 2Google AI Mode has a different favourite. ChatGPT and Gemini mention Tesco most often, while Google AI Mode mentions Kaufland.
- 3AI looks to communities for people's experiences. Modrý koník is the third most cited website out of 257 sources and the only Slovak community platform among the main sources.
Who AI mentions most often
Visibility is the share of answers in which AI mentions a brand. Across 840 answers covering the Slovak market, AI mentioned 380 different brands in total, but four retail chains dominated the answers.
How often and how reliably
Stability shows how many of the eight runs of the same question included a mention of the brand. It is calculated only from questions where the brand appeared at least once. ChatGPT and Gemini mention Tesco most often, while Google AI Mode favours Kaufland.
| Tool | Brand | Visibility | Stability (out of 8 runs) | Questions (out of 35) |
|---|---|---|---|---|
| ChatGPT | Tesco | 93% | 7.6 | 34 |
| ChatGPT | Kaufland | 84% | 7.2 | 33 |
| ChatGPT | Billa | 79% | 6.5 | 34 |
| Gemini | Tesco | 89% | 7.1 | 35 |
| Gemini | Kaufland | 79% | 7.1 | 31 |
| Gemini | Lidl | 74% | 7.1 | 29 |
| Google AI Mode | Kaufland | 83% | 7.2 | 32 |
| Google AI Mode | Tesco | 76% | 6.1 | 35 |
| Google AI Mode | Lidl | 74% | 6.5 | 32 |
Mentions and citations
A mention is a brand name directly in the answer text. A citation is a link in the list of sources. For a brand, a mention matters more: only a fraction of people click on citations.
In this AI Pulse, AI drew on a brand's website without mentioning the brand in its answer in only 3% of cases.
Which sources AI drew on
A ranking of websites, not brands: the share of answers in which AI cited each website. There were 257 different sources in total, with retail chain websites leading the ranking. ChatGPT is the only one of the three tools that also shows the websites it read. In this measurement, it read 553 and cited 93.
- brand website
- community
- media
Where AI found people's experiences
Websites where consumers themselves write about brands, and their ranking among all 257 sources. In this category, AI drew on people's experiences primarily from Modrý koník. It is the only Slovak community platform among the main sources.
Methodology
We did not invent the questions. They came from more than a million discussions and 20 million comments on Modrý koník (the Slovak section): we extracted real questions about household shopping, semantically matched them to the category description and removed brand names. Only questions that AI answers with specific names made it into the final set.
- 35 questions × 3 tools × 8 runs = 840 answers evaluated
- ChatGPT, Gemini and Google AI Mode, anonymously and without logging in
- eight runs per question, because AI answers slightly differently each time4
- the measurement took place in September 2026 and captures the state of the market at that time
Sources
Download the full study (PDF) (in Slovak)
cite:Vidovič, P. (2026). Household shopping in Slovakia. Which shops AI recommends. https://www.petervidovic.com/en/ai-pulse/household-shopping/
About the author
Peter Vidovič
GEO strategist. Co-founder of Etarget, CEO of Modrý koník, columnist for Forbes Slovensko. Has worked on SEO since 2018 and has focused on GEO since 2025.