Research by Studio Baggio founder Jayme Baggio found that 93 out of the UK's top 150 advice firms were not named or cited at all by AI platforms. The study involved asking OpenAI, Gemini and Perplexity questions focused on three sections: understanding a financial need, finding possible advisers and choosing a specific firm. In total, the three AI tools produced 450 answers. Baggio explained that the 93 firms "weren't ranked lower, they just weren't named or cited at all". AI was found to assemble recommendations from a narrow ecosystem, with directories, publishers and commercial rankings often carrying the visibility.