Primark faces visibility gap as AI transforms retail search

Marketing Signals analyzed 59 major UK fashion and apparel retailers, scoring their presence across ChatGPT, Google AI Overviews, and Gemini. Primark ranked 50th, achieving an AI visibility score of just 3.39 out of 100. This is despite the brand maintaining a substantial digital presence with 6.65 million monthly visits to its UK website. The study highlights a disconnect between traditional high-street dominance and modern search behavior, as other major names like Next and M&S similarly struggled to gain traction in AI citations.

Unlike traditional search engines, AI tools prioritize editorial authority and web-wide mentions over sheer traffic volume. Premium brands like Harrods and Whistles secured the top spots in the index, proving that smaller audiences can achieve superior visibility through strong digital mentions. Gareth Hoyle, Managing Director at Marketing Signals, warned that Primark’s infrastructure-heavy strategy may falter if not paired with a concerted effort to boost its editorial presence. For retailers, the challenge is no longer just moving goods from a fulfilment center, but ensuring the brand is part of the conversation when AI agents guide consumer choice.