Swedish E-commerce AI visibility study 2025
Black Week is one of the most critical sales periods of the year. We conducted an AI visibility study examining how brands and domains performed. Here are the key insights.
Key Insights
YouTube is the largest AI source in Sweden
Despite the models being trained on text, YouTube dominates as the primary source in five out of seven categories, including beauty, sports, fashion, and consumer electronics. This shows how AI in practice leans on creator content rather than journalism, reviews, or e-commerce data.
Reddit drives tech, fashion, and sports – but is filtered out in sensitive categories
Reddit and SweClockers are key information sources in tech, fashion, and sports. However, Reddit is almost completely absent in categories such as beauty and pharmacy, where the models instead prioritize journalistic or government-adjacent sources. This suggests that AI models adapt their source structures based on category and risk level.
IKEA is Sweden's only AI superbrand
In the furniture and interior design category, IKEA is nearly nine times more visible than the second-highest ranked brand. No other company in the study shows similar dominance within its category, making IKEA unique in the Swedish AI landscape.
