SiteSignal
How do ChatGPT, Gemini, Perplexity and Google AI Overviews answer when a buyer asks about UK uniform and workwear suppliers? This is the short version. The full report, with every table and method note, is The State of AI Visibility in UK Uniform & Workwear.
What this data is
Every figure comes from buyer questions tracked in two SiteSignal accounts in this sector. One of them is The Uniform Consultants, a SiteSignal client. The questions were written for those accounts, so this is a close look at a handful of real buyer questions, not a survey of every UK uniform supplier. We only use neutral questions, ones that don’t name any company, because questions like “Is [company] a good choice…” tilt the results towards the company in the question.
One method change matters. Until 21 August 2026, our system recorded the websites an AI answer linked to or named. From 22 August it records the brand names written in the answer itself. The two measure different things, so we don’t compare numbers across that date. Our citation capture changed around the same time too (answers started logging about twice as many sources), so we don’t report citation trends either.
Key findings
- “Which supplier” questions get a short list, “how do I choose” questions don’t. 99 to 100% of answers to supplier-list questions named a supplier; advice questions named one in 0 to 6% of answers (22 August to 21 October 2026).
- AI says “I don’t know” more often than it gets a fact wrong, and Gemini is the most likely to decline.
- AI almost never cites a negative source. 0.4% of 58,299 citations on the questions we track carried negative sentiment (May to October 2026).
Who gets named
| Buyer question | Answers | Named any supplier | Most-named supplier | Next four |
|---|---|---|---|---|
| “Which UK uniform suppliers can handle bespoke corporate workwear at scale?” | 167 | 100% | 70% of answers, usually first | 44% to 56% each |
| “What are the best options for ordering custom uniforms for a multi-site business?” | 167 | 99% | 59%, usually in the top three | 31% to 47% each |
How accurate the facts are
| Engine | Checks | Right | Partly right | No specific answer | Wrong |
|---|---|---|---|---|---|
| ChatGPT | 2,175 | 69.9% | 5.3% | 21.9% | 2.8% |
| Perplexity | 2,151 | 50.6% | 20.3% | 20.6% | 8.5% |
| Gemini | 1,873 | 27.9% | 3.0% | 65.3% | 3.7% |
| All three | 6,199 | 50.5% | 9.8% | 34.6% | 5.0% |
Two brands fact-checked in this sector, 18 May to 22 October 2026. Answers of “Unknown” count as no answer, and a policy link that differs only by “www.” or a trailing slash counts as right.
Read the full report: The State of AI Visibility in UK Uniform & Workwear.