A report by 5W AI Communications in partnership with Haute Living introduced a new way to measure brand power by tracking how 25 top luxury brands appear in AI search results, finding that more than a third of luxury consumers now use AI engines instead of regular Google searches to start their shopping. The report tracks five major AI platforms, including ChatGPT, Claude, Gemini, Perplexity and Google AI Overviews, using "visibility scores" based on how clearly and consistently these platforms talk about the brands. In the rankings, Hermès topped the list and was followed closely by Rolex in second place, with Patek Philippe in third, Cartier and Chanel tied for fourth, Louis Vuitton and Vacheron Constantin tied for sixth, Ferrari in eighth, Van Cleef and Arpels in ninth, and Tiffany & Co. in tenth. The brands were measured by five metrics: archived depth, citation density, entity clarity, editorial consistency and retrieval stability. The report stated that Hermès at number one reflects "scarcity, craft, [and] one unbroken narrative," while Rolex was described as possessing a "closed catalog and a half-century of identical framing." The authors said consistency over many years is the main reason brands score well, as AI engines reward companies with a clear history that do not constantly change their messaging.