AI companies are constantly tweaking their algorithms, adding to model training and otherwise trying to improve their large-language models (LLMs). On March 17, OpenAI released its latest change to ChatGPT by introducing GPT-5.4 mini and nano, which it describes as “our most capable small models yet.”
The GPT-5.4 mini is available in the API, Codex, and ChatGPT. Within ChatGPT, it is available to Free and Go users via the “Thinking” feature in the + menu, and for all other users, it is available as a rate limit fallback for GPT-5.4.
We used the Evertune GEO marketing platform to test GPT-5.4 mini against OpenAI’s previous iteration, GPT-5 mini, and noticed a clear change in behavior: GPT-5.4 recommends 37% fewer brands than its predecessor on average. We tested the models’ behavior when using foundational knowledge, as opposed to when it incorporates search results in its responses.
We ran about 220,000 prompts across nine categories, and in each category, the number of brands that showed up in responses fell. The drop ranged from 16.7% in “Basketball Shoes” to 59.2% in “CRM” (customer relationship management software).
Brands in Category Returned in ChatGPT Responses
Visibility, the percent of responses that include a brand, changed significantly, as well. The top three-to-five brands were mostly stable across the two model versions, but the brands outside of that cohort saw markedly different visibility with GPT-5.4 mini.
Change in Visibility
% of Responses Mentioning Brand for Top 10 Brands in GPT 5
With fewer brands mentioned in responses and less visibility outside of the top brands, many brands could see far fewer referrals from ChatGPT users, while the top GEO performers could get a boost from the consolidation of brand recommendations.
Here are the full lists of brands per category that showed up in GPT-5 mini but not GPT-5.4 mini:
Brands Present in GPT 5, Not Present in GTP 5.4
| Category | Brand |
|---|---|
| Airlines | AEGEAN AIRLINES, AER LINGUS, AZUL, BREEZE AIRWAYS, CEBU PACIFIC, COPA AIRLINES, EUROWINGS, FINNAIR, IBERIA, ICELANDAIR, INDIGO, JETSTAR, LATAM AIRLINES, LOT POLISH AIRLINES, NORWEGIAN AIR, PAN AM, SCOOT, SUN COUNTRY, TAP AIR PORTUGAL, VIRGIN AUSTRALIA, VIVAAEROBUS, VOLARIS, VUELING, WESTJET, WIZZ AIR |
| Auto Insurance | 21ST CENTURY, ACCEPTANCE INSURANCE, CINCINNATI INSURANCE, CLEARCOVER, COUNTRY FINANCIAL, DIRECT AUTO, GRANGE INSURANCE, KEMPER, LEMONADE, MAPFRE INSURANCE, METLIFE, NATIONAL GENERAL, SAFECO, SHELTER INSURANCE, TESLA INSURANCE, THE HANOVER |
| Basketball Shoes | AND1, EWING ATHLETICS, FILA, MIZUNO |
| CRM | AGILE CRM, AMOCRM, APPTIVO, BITRIX24, BRAZE, CAPSULE, CLOSE, CREATIO, CUSTOMER.IO, DRIFT, EMARSYS, FRESHDESK, GAINSIGHT, HELP SCOUT, INTERCOM, ITERABLE, KLAVIYO, KUSTOMER, MAILCHIMP, MARKETO, NUTSHELL, OMNISEND, PARDOT, PEGA, SALESFLARE, SERVICENOW, SHOPIFY, STREAK, VTIGER |
| Handbags | ABLE, AESTHER EKME, ALDO, ALEXANDER MCQUEEN, ANYA HINDMARCH, BELLROY, BUILDING BLOCK, CHLOE, DANSE LENTE, DKNY, ELVIS & KRESSE, FILSON, FJALLRAVEN, FRYE, GABRIELA HEARST, GIVENCHY, GOYARD, JW ANDERSON, JW PEI, KIPLING, MARK CROSS, MIU MIU, MOYNAT, NINE WEST, NISOLO, OFF-WHITE, PARAVEL, PROENZA SCHOULER, RALPH LAUREN, SADDLEBACK LEATHER, SALVATORE FERRAGAMO, STEVE MADDEN, TOD'S, TOMMY HILFIGER, VALENTINO, WANDLER, YUZEFI, ZARA |
| Refrigerators | AVANTI, BEKO, DACOR, DANBY, GAGGENAU, HOTPOINT, MAGIC CHEF, PANASONIC, SMEG, SUMMIT |
| Running Shoes | 361 DEGREES, FILA, INOV-8, KALENJI, KARHU, LA SPORTIVA, MERRELL, NEWTON RUNNING, SKECHERS, VEJA, VIBRAM, VIVOBAREFOOT |
| Sports Cars | ABARTH, BENTLEY, CADILLAC, CATERHAM, DONKERVOORT, KOENIGSEGG, LUCID, MORGAN, NOBLE, PAGANI, POLESTAR, RIMAC, SHELBY, TVR, VOLKSWAGEN |
| Tax Preparation Software | 1040.COM, AVALARA, CCH AXCESS, CCH PROSYSTEM, PROCONNECT, TAXFYLE, TAXJAR, TAXWISE, THOMSON REUTERS, WOLTERS KLUWER |
Methodology
At Evertune Research we track hundreds of brands across 250 categories. For this analysis, we ran about 220,000 prompts for brands within nine industries on ChatGPT’s GPT-5 mini and GPT-5.4 mini.
Evertune is the AI marketing platform for Generative Engine Optimization (GEO) that helps brands improve visibility in AI search by analyzing responses at scale and delivering actionable insights. Evertune works with leading brands across all verticals, including Finance, Retail and E-Commerce, Automotive, Pharma, Tech, Travel, Food and Beverage, Entertainment, CPG, and B2B. Founded by early team members of The Trade Desk, Evertune has raised $20M in funding from leading adtech and martech investors. Headquartered in New York City, the company has a growing team of more than 40 employees.
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