Over the past few weeks, "ChatGPT Wrapped", a Spotify-Wrapped-style recap of a year of ChatGPT conversations, has been spreading across social media in Indonesia. People are posting their most-asked topics, complete with funny or embarrassing moments. Great for content, but there is one thing most people scroll right past.
A more relatable moment than you think
Be honest: of everything you asked ChatGPT this past year, how much of it was really "what skincare works for oily skin", "best laptop under 10 million for work", or "good spot to hang out nearby"? Recent research shows more and more Indonesians now open a chatbot first, not Google, not a friend, when comparing options before buying something. This is not a niche behavior anymore, it is an everyday habit most people never stop to notice as a big deal.
Behind it, a battle to be "the answer"
What is invisible behind those relatable moments: startups and brands are now racing to make sure their name comes up first when you ask ChatGPT, Gemini, or Perplexity for a recommendation. That is not a coincidence, brands that make it into an AI answer see a 3.2x higher conversion rate than regular organic traffic. So every time an AI recommends a name to you, there is a good chance that is the result of a deliberate strategy, not a random pick by the AI.
Fratello — GEO Platform
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Try it free →Why this feels different from a friend's recommendation
We tend to treat AI answers with a mix of skepticism and trust, skeptical because we know it is "just AI", but still trusting because the answer feels neutral and data-driven rather than an obvious paid endorsement. That perceived neutrality is exactly what gives AI recommendations different psychological weight than a normal ad, and why brands are investing seriously to show up there.
What this means for brands
If your brand has never actually checked what ChatGPT, Gemini, Perplexity, or Claude say about your product, this viral ChatGPT Wrapped moment is a good nudge to start. Your customers are very likely already asking, the only question is whether your brand shows up, or your competitor does.
Go check for yourself
Fratello offers a free GEO audit that shows exactly how often, and how, your brand gets mentioned across AI engines, so you do not have to keep guessing whether you made it into anyone's "wrapped" this year.