UOB holds 37.5% brand share on Gemini, 28.9% on Claude, and 21.3% on ChatGPT, with 614 total mentions across all platforms. The bank shows exceptional Research-stage performance on Gemini at 41.6%, demonstrating strong positioning when customers evaluate card rewards options. UOB's ChatGPT Decision-stage share of 25.4% indicates solid performance when customers are ready to apply. However, facing intense competition from DBS (39.4% on Gemini, leading overall) and HSBC's strong ChatGPT presence (26.6%), UOB must defend its Gemini #2 position while accelerating ChatGPT Discovery presence (18.2%, weakest stage) where DBS (30.8%) and HSBC (30.7%) dominate early awareness.
| Rank | Company | Brand Share | Mentions |
|---|---|---|---|
| 1 | HSBC |
26.6%
|
201 |
| 2 | DBS |
26.5%
|
266 |
| 3 | UOB |
21.3%
|
123 |
| 4 | OCBC |
18.6%
|
124 |
| 5 | Maybank |
6.5%
|
52 |
UOB demonstrates strongest performance in the Research stage on Gemini (41.6%) where potential customers evaluate card rewards programs. The bank shows powerful Decision-stage performance on ChatGPT (25.4%) and maintains consistent Claude presence across all stages (27.0-31.2%). However, ChatGPT Discovery stage (18.2%) represents UOB's weakest position—trailing DBS (30.8%) and HSBC (30.7%)—missing critical top-of-funnel opportunities when customers first explore card rewards concepts.
UOB's 41.6% Research-stage share on Gemini positions the bank as the authority when customers evaluate card options—outpacing all competitors including DBS (36.8%).
18.2% ChatGPT Discovery share trails DBS (30.8%) and HSBC (30.7%). UOB risks invisibility when customers first explore card rewards—losing the battle before evaluation begins.
25.4% Decision-stage share on ChatGPT demonstrates solid performance when customers are ready to apply, maintaining competitive presence despite #3 overall ranking on the platform.
DBS leads Gemini at 39.4% (UOB: 37.5%)—just 1.9 percentage points ahead. UOB's #2 position is strong but defending against DBS's scale and HSBC's presence requires sustained focus.
While UOB shows strong Gemini Research performance (41.6%) and ChatGPT Decision presence (25.4%), three critical vulnerabilities threaten competitive position:
| Priority | Action | Target Outcome | Key Tactics |
|---|---|---|---|
| Critical | Close ChatGPT Discovery gap | 18.2% → 25%+ share | Create foundational content for 15+ zero-visibility prompts |
| Critical | Close 1.9pp gap with DBS on Gemini | 37.5% → 39%+ share | Target DBS-dominated prompts in Research stage |
| High | Expand Gemini Research dominance | 41.6% → 45%+ share | Deepen content on card comparison queries |
| High | Capture ChatGPT share from HSBC | 21.3% → 24%+ share | Target HSBC-exclusive prompts in Discovery/Research |
| Medium | Improve ChatGPT conversion rate | 25.4% → 30%+ Decision share | Optimize application-focused content |
| Medium | Recapture Claude market position | Close 1.8pp gap with DBS | Counter DBS's +4.3% growth momentum |
Create foundational content for general card rewards queries—"how credit cards earn points," "understanding rewards programs," "cashback vs points comparison"—to capture ChatGPT Discovery traffic (currently 18.2%, weakest stage).
Leverage 41.6% Gemini Research dominance by creating comprehensive card comparison guides, detailed reward program analysis, and category-specific earning strategies.
Focus 50% of efforts on Gemini defense (maintain #2), 35% on ChatGPT growth (close Discovery gap, counter HSBC leadership at 26.6%), 15% on Claude leadership (sustain #1 at 28.9%).
Counter DBS's Gemini lead (39.4%) and HSBC's ChatGPT strength (26.6%) by emphasizing UOB's unique card benefits, premium rewards, miles programs, and lifestyle privileges in AI-optimized content.
These prompts represent a sample of critical Discovery and Research opportunities where UOB has low or zero visibility. Targeting these prompts can capture potential customers at the earliest stage of their card rewards search, particularly on ChatGPT where Discovery performance needs improvement.
| Stage | Prompt | Current UOB | Leader Share | Leader |
|---|---|---|---|---|
| Discovery | How do credit cards allow me to earn points on everyday spending? | 0% | 100% | HSBC |
| Discovery | What are monthly caps on points earning in Singapore? | 0% | 37.9% | HSBC |
| Discovery | Can I transfer my points to airline programs in Singapore? | 0% | 66.4% | DBS |
| Research | What's more valuable - points that never expire or higher earn rates with expiry? | 0% | 100% | HSBC |
| Research | How do debit card rewards compare to entry-level credit card points? | 0% | 100% | DBS |
| Research | What's better value - high points earn rate with caps or unlimited lower rates? | 0% | 35.6% | HSBC |
| Research | Which provides better value - banking platform purchases or air miles conversion? | 0% | 100% | HSBC |
| Research | How do dining rewards compare between cashback and points cards? | 0% | 58.2% | HSBC |
| Research | Which card type maximizes rewards for grocery spending in Singapore? | 0% | 37.3% | HSBC |