Optimising your whole plan for ChatGPT is already half wrong. By the Goodie report tracking this, ChatGPT's share of B2B AI referrals fell from roughly 89% to 63% in under a year, while Claude climbed from 1.4% to 18.5% and Gemini and Perplexity kept rising.
The instinct is understandable. ChatGPT is the name everyone knows, so it is the one every team races to win. But if you built your distribution around a single assistant, you concentrated your bet on a channel that is actively losing share, even as the overall pie grows. Winning a shrinking slice is not the same as winning.
We have seen this movie. A decade ago the advice was win Facebook, then win Instagram, then win TikTok. The people who bet everything on one platform got punished each time the algorithm shifted or the audience moved. The skill was never win one platform. The skill was being present wherever attention formed, so no single change could sink you.
AI is the same pattern at higher speed. The share numbers moved that far in under a year. You do not control which assistant your buyer opens tomorrow, and the honest answer is that it varies by person, by task, and by month. Betting on one engine assumes a stability the data flatly denies.
So how should you spread the bet?
Treat AI visibility as a portfolio. Check where you stand in ChatGPT, Claude, Gemini, and Perplexity, because they pull from overlapping but different sources and can give very different answers about you. Then do the work that travels across all of them: specific, citable claims, and mentions in the third-party sources these models commonly trust.
The good news is the work compounds across engines rather than fragmenting. A clear, quotable answer published in a trusted place tends to help you everywhere, not just in the assistant you tested. That is the difference between being present wherever attention forms and chasing one dashboard. It is also why the citation gap should be measured across engines, not one.
Distribution is a portfolio, not a bet. Which assistant did you actually open first this week?
Alex Mureșan does go-to-market distribution for founders who'd rather be right early than safe and late. Get in touch →