El 91% de las PYMEs españolas no existe para ChatGPT
We asked 4 artificial intelligence systems (ChatGPT, Gemini, Perplexity, and Claude) about real businesses in 11 cities and 30 sectors across Spain. We analyzed 9865 responses to determine which businesses appear and which don't.
Surfeo's AI Visibility Barometer analyzes 9,865 businesses across 30 sectors and 11 cities in Spain to measure how many appear in ChatGPT, Gemini, Perplexity and Claude responses. The result: 91% only appear in 1 of the 4 AI engines.
What does 'only appears in 1 of 4 AIs' mean? It means that when we asked ChatGPT, Gemini, Perplexity and Claude about businesses in a sector and city, that business was only mentioned by one of the four. The other three AIs completely ignored it. If a potential customer uses a different AI, that business simply doesn't exist.
Methodology
We asked 4 artificial intelligence systems (ChatGPT, Gemini, Perplexity, and Claude) about real businesses in 11 cities and 30 sectors across Spain. We analyzed 9865 responses to determine which businesses appear and which don't.
By sector
Taller mecanico are the most invisible: 98% only appear in 1 AI
The data reveals a huge gap between sectors. While hotels and restaurants have relatively better visibility (due to their presence on platforms like TripAdvisor, Google Maps and Booking), professional service sectors are practically invisible.
Why? Sectors with greater presence on online directories, review platforms and indexable content have an advantage. A hotel appears on Booking, TripAdvisor, Google Hotels and dozens of comparison sites. An auto repair shop often only has its website (if it has one) and its Google listing.
The 5 most invisible sectors are all local services: auto repair shops, photographers, hairdressers, gardeners and carpenters. The pattern is clear: the fewer data sources a sector has, the more invisible it is to AIs.
| Sector | Businesses | Avg score | Only in 1 AI |
|---|---|---|---|
| Taller mecanico | 328 | 35/100 | 98% |
| Fotografia | 252 | 35/100 | 98% |
| Peluqueria | 353 | 36/100 | 97% |
| Dentista | 394 | 36/100 | 96% |
| Jardineria | 331 | 36/100 | 96% |
| Nutricionista | 374 | 35/100 | 95% |
| Agencia marketing | 404 | 36/100 | 95% |
| Gestoria | 366 | 36/100 | 95% |
| Fontaneria | 333 | 36/100 | 95% |
| Carpinteria | 368 | 36/100 | 95% |
| Clinica estetica | 382 | 36/100 | 93% |
| Psicologo | 380 | 35/100 | 93% |
| Limpieza | 354 | 36/100 | 93% |
| Pintura | 303 | 35/100 | 93% |
| Fisioterapeuta | 363 | 36/100 | 92% |
| Floristeria | 309 | 36/100 | 92% |
| Mudanzas | 307 | 36/100 | 92% |
| Electricista | 309 | 36/100 | 92% |
| Arquitectura | 241 | 36/100 | 90% |
| Consultor it | 366 | 37/100 | 89% |
| Asesoria fiscal | 302 | 36/100 | 88% |
| Panaderia | 328 | 36/100 | 88% |
| Cerrajeria | 326 | 36/100 | 88% |
| Abogado | 340 | 37/100 | 86% |
| Inmobiliaria | 297 | 37/100 | 85% |
| Farmacia | 297 | 38/100 | 85% |
| Veterinaria | 302 | 38/100 | 82% |
| Optica | 284 | 38/100 | 80% |
| Restaurante | 303 | 39/100 | 76% |
| Hotel | 269 | 39/100 | 74% |
By city
Espana is the city with the best average visibility
Differences between cities are smaller than between sectors, but follow a clear pattern: larger cities have slightly better visibility. Madrid (89%) and Barcelona (90%) lead, while Málaga and Murcia (93%) trail behind.
This doesn't mean Madrid businesses are better. It means the density of digital information is higher: more businesses with their own website, more accumulated reviews, more directory presence. It's an ecosystem effect, not individual quality.
The takeaway for a business in a city with worse visibility: you need to compensate with more digital presence of your own, because your local ecosystem isn't helping as much.
| City | Businesses | Avg score | Only in 1 AI |
|---|---|---|---|
| Malaga | 1019 | 36/100 | 93% |
| Murcia | 993 | 36/100 | 93% |
| Sevilla | 977 | 36/100 | 92% |
| Palma | 346 | 36/100 | 92% |
| Zaragoza | 952 | 36/100 | 91% |
| Alicante | 948 | 36/100 | 91% |
| Barcelona | 940 | 37/100 | 90% |
| Valencia | 992 | 36/100 | 90% |
| Bilbao | 887 | 36/100 | 90% |
| Madrid | 911 | 36/100 | 89% |
| Espana | 900 | 37/100 | 87% |
AI comparison
Gemini is the AI that recommends the most local businesses (30%)
Not all AIs work the same way. Gemini and ChatGPT mention more businesses (30% and 29% respectively), while Perplexity and Claude stay at 26%. But the most revealing stat is different: only 9% of businesses appear in all 4 AIs simultaneously.
Each AI has its own data sources and criteria for deciding which businesses to recommend. Being mentioned by ChatGPT doesn't guarantee Gemini will mention you too. That's why optimizing for just one platform is an incomplete strategy.
If you want AIs to recommend you, you need diversified presence: a well-structured website, directory profiles, reviews, authoritative content. AIs cross-reference multiple sources — the more you have, the better your chances.
| AI Model | Businesses mentioned | Mention rate |
|---|---|---|
| Gemini | 3,001 | 30% |
| ChatGPT | 2,896 | 29% |
| Perplexity | 2,557 | 26% |
| Claude | 2,561 | 26% |
What visible businesses do differently
Analyzing the businesses that do appear in 2, 3 or all 4 AIs, we identified a common pattern: they don't do one magic thing, but consistently combine several basic practices. These are the most important ones:
Implementa schema markup en tu web
Los negocios con datos estructurados (schema.org) tienen más probabilidad de ser citados por las IAs, ya que facilitan la extracción de información clave como horarios, ubicación y servicios.
Aparece en múltiples plataformas y directorios
Las IAs cruzan información de varias fuentes. Si tu negocio solo está en Google Maps, estás limitando tu visibilidad. Registra tu negocio en directorios sectoriales, Yelp, TripAdvisor, Páginas Amarillas y fuentes relevantes para tu sector.
Crea contenido que demuestre autoridad
Las IAs priorizan negocios que tienen contenido original y relevante. Un blog con artículos sobre tu sector, casos de éxito o guías prácticas aumenta la probabilidad de ser citado.
Acumula reseñas en múltiples plataformas
Las reseñas son una señal de confianza para las IAs. Los negocios con más reseñas positivas y diversificadas tienden a aparecer más en las respuestas.
Asegura que tu web es accesible para las IAs
Revisa tu robots.txt y asegúrate de no bloquear a los crawlers de IA. Considera añadir un archivo llms.txt que facilite la indexación por parte de los modelos de lenguaje.
Optimiza tu presencia local
Cuando alguien pregunta a una IA por un negocio en una ciudad concreta, la IA busca señales de relevancia local. NAP consistente (nombre, dirección, teléfono), perfil de Google Business completo y menciones en medios locales marcan la diferencia.
Conclusions and what to do now
1Most SMBs don't exist for AI
91% of the 9,865 businesses analyzed only appear in 1 of 4 AIs. This means that if a potential customer uses any other AI to search for a service, those businesses simply don't exist. They don't appear. They don't compete. They don't sell.
2The problem grows every month
AI usage as a search tool grows between 20% and 40% per quarter according to Statista and SimilarWeb data. Google already shows AI responses in 45% of its searches. Businesses that don't act now will lose a customer source that is already significant and will be dominant in 2-3 years.
3Not all AIs are equal
There are significant differences between ChatGPT, Gemini, Perplexity and Claude in which businesses they recommend. Being in one doesn't guarantee being in the others. The right strategy is to diversify your digital presence to cover all their data sources.
4Local service sectors are the most vulnerable
Auto repair shops, photographers, hairdressers and other local services have invisibility rates above 95%. These are sectors with little presence in directories and review platforms, making them especially vulnerable.
5What you can do right now
The first step is knowing where you stand. Check for free if AIs recommend your business with our visibility test. In 30 seconds you'll know how many AIs mention you, what they say about you, and what you can improve. Businesses that act first will have an advantage — AIs learn from what already exists, and the sooner you appear, the more you reinforce your position.
Frequently asked questions
How many businesses appear in ChatGPT in Spain?
According to our analysis of 9,865 businesses, only 29% appear in ChatGPT responses. Gemini mentions 30%, while Perplexity and Claude reach 26%.
Which sectors are most invisible to AI?
Auto repair shops (98%) and photographers (98%) are the sectors where the most businesses only appear in 1 of the 4 AIs analyzed. Restaurants (76%) and hotels (74%) have the best visibility.
Which Spanish city has the best AI visibility?
Of the 11 cities analyzed, the national average has the best ratio (87% only in 1 AI), followed by Madrid (89%). Málaga and Murcia have the worst visibility (93%).
How can I improve my business visibility in ChatGPT?
The keys are: implement schema markup, appear in multiple directories, create authoritative content, accumulate reviews, and ensure your website is accessible to AI crawlers. You can check your current visibility for free with our test.
What is Surfeo's AI Visibility Barometer?
It's a periodic study that analyzes the presence of thousands of Spanish SMBs in the main AI engines (ChatGPT, Gemini, Perplexity, and Claude). We query AIs for real businesses across 30 sectors and 11 cities in Spain.
Is your business part of that invisible percentage?
We built this study using the same technology Surfeo uses to audit businesses. Check if AIs recommend you.
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About Surfeo
Surfeo is the platform that helps businesses measure and improve their visibility in artificial intelligence. We audit your presence in ChatGPT, Gemini, Perplexity, and Claude.
AI Visibility Barometer by Surfeo · April 2026