Every month, the Fratello research team analyzes mention patterns for Indonesian brands across AI engines. In June 2026, we found an interesting pattern: the brands that come up most often are not always the biggest by revenue, they are the ones with the strongest digital footprint.
What makes local brands get mentioned by AI?
From our analysis, three factors consistently show up in brands frequently mentioned by ChatGPT: first, they have strong educational content on their website and blog. Second, they actively respond to and collect reviews across platforms, Google Maps, Tokopedia, Shopee. Third, they are often mentioned in online media articles, discussion forums, and relevant niche communities.
A pattern you can replicate
These brands are not spending extraordinary marketing budgets. What sets them apart is consistency. They produce content on a regular cadence, actively ask customers for reviews, and build relationships with relevant online communities. This is a GEO foundation any brand, at any scale, can replicate.
An opportunity that is still wide open
In most Indonesian product categories, "AI competition" is still very low. In many categories, ChatGPT can barely name a single local brand, which means the first brand to fill that void gets a major advantage. A GEO audit is the fastest way to find out whether your category is one of the empty ones.