Which AI assistants do Danish buyers use?
In 2026 the main ones are ChatGPT, Google's AI answers and Gemini, Microsoft Copilot, Claude and Perplexity. They get their answers from different places, so you need to be visible in both Google's and Bing's index and on the sites the assistants cite.
Where they get their answers
- ChatGPT: searches the web when a question needs it, using OpenAI’s own crawler and search partners.
- Google’s AI answers and Gemini: built on Google’s index. If you do well in Google, you have a good starting point.
- Microsoft Copilot: built on Bing and part of Windows and Microsoft 365, which makes it relevant for B2B buyers who work in Office.
- Claude (Anthropic): searches the web with Anthropic’s own search crawler and is used by many companies for research and analysis.
- Perplexity: uses its own index and always shows its sources, so it is easy to see who it trusts.
Which should you prioritise?
There are no solid Danish figures for how many buyers use each assistant. The answers only partly overlap, so test your key questions in all of them. The groundwork is the same: get indexed, answer clearly and get mentioned by others.
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