PRecious Communications has unveiled its PRecious AI Authority Index: Southeast Asia Banking 2026, highlighting the complex landscape of AI-driven brand visibility in the region’s banking sector. The study, which analysed 16 major banks across six markets, found that AI tools such as ChatGPT, Gemini, and Perplexity often yield inconsistent results when ranking banks.
The research revealed a 43% discrepancy in AI responses, with different banks being named first in nearly half of the matched comparisons. This inconsistency underscores the challenge for brand leaders in relying solely on AI for digital reputation management. Lars Voedisch, Founder and Group CEO of PRecious Communications, stated, “AI has made comparisons instant, but not consistent. Any brand—like banks in our study—can lead one answer and disappear from the next.”
The study also found that business banking queries resulted in a 34% broader competitive field compared to consumer banking queries. Additionally, language played a significant role in altering bank rankings, with changes from English to local languages affecting the top-ranked bank in 60% of Thai and 38% of Indonesian comparisons.
The findings emphasise the need for banks to maintain consistent public proof and media validation to ensure prominence in AI responses. The study highlights the diverse AI competitive landscapes across Southeast Asia, with markets like Indonesia, the Philippines, and Thailand showing varied results based on specific queries and languages. The full report is available online for further insights into these dynamics.
