Which tool brands does AI cite most?

Bottom line

DeWalt leads tool brands on AI search visibility with MVI 90, sitting firmly in the default-choice tier, ahead of the field, with Milwaukee Tool second at MVI 80.

• Who AI cites most

  DeWalt is cited in 86 of 100 prompt-engine pairs (86%). 95% confidence interval 82-94.

• Concentration

  The top 3 brands (DeWalt, Milwaukee Tool, Makita) capture 54% of all citations in this segment. 12 of 20 tracked brands are cited in fewer than 1 in 10 prompt-engine pairs.

• Where the field sits

  Of 20 brands tested: 3 in default-choice, 2 in repeat-use, 2 in first-encounter, 13 not yet cited. Overall, AI cites a brand from this segment in 22% of buyer-intent prompt-engine pairs.

• Engine asymmetry

  Festool is cited in 70% of Claude prompts but only 5% on Gemini, visibility is engine-specific, not universal.

• Notable absence

  Channellock is not yet cited, 0 prompts across all 100 prompt-engine pairs. A recognizable brand AI is not yet surfacing.

Analyst note

DeWalt leads with an MVI of 90, outperforming Milwaukee Tool by 10 points.

DeWalt is the leader with an MVI of 90, performing well across all engines, especially Claude at 100. Milwaukee Tool follows with an MVI of 80, strong in discovery and comparison phases. Makita, with an MVI of 77, is in the leader tier but has a low score of 53 on Gemini. Bosch and Ryobi are behind the leaders. 13 brands are not visible, showing a concentrated top tier.

Risk:Makita's low score on Gemini (53) is a weakness that competitors could take advantage of.

Headline finding

DeWalt leads tool brands on AI search visibility with MVI 90, sitting firmly in the default-choice tier.

Citation rate per engine

How often each engine cites a brand from this category as a recommendation, averaged across all 20 brands tested.

Phase strength across the category

Which buyer-intent phases are easiest vs hardest to win in tool brands. Citation rate averaged across all brands tested. Phase weights are part of the MVI formula.

Who wins which buyer phase

Top 12brands by MVI mapped against the four buyer-intent phases. Each cell shows the brand's citation rate for that phase, color-coded so the visual pattern tells the story: a brand strong across all four phases reads as a horizontal orange band; a brand strong only at Discovery but weak at Evaluation reads as a left-heavy gradient. This is the segment's findings against the panel.

How to read it. Strong horizontal band = durable brand, AI cites it across the entire funnel. Left-heavy gradient = brand with awareness (Discovery) but weak recommendation (Evaluation), the demand-leak pattern from Finding 03. Right-heavy gradient = brand AI considers in Comparison and Evaluation but does not surface in initial Discovery, the anti-leak pattern. Color steps: dark orange ≥75%, orange ≥50%, peach ≥30%, light ≥10%, beige >0%, neutral 0%.

For CMOs in tool brands

What this report means for your tool brands portfolio

Each bullet is a category-specific decision derived from this month's data, with the mapou service that operationalizes it.

The mapou Visibility Index

Ranked by MVI score (Wilson 95% CI shown). The Spread column shows the gap between each brand's best and worst engine, under 15pp is durable, 50pp+ is engine-dependent. Per-engine columns show the count of prompts where each engine cited the brand as a recommendation (out of 20). Read each column as a signal: when ChatGPT cites you but Gemini doesn't, your gap is engine-specific. When all five miss you, the gap is foundational.

Strategic insights for tool brands

Five derived metrics computed from the same data, surfacing how this segment behaves on AI search. See the State of AI Search for cross-segment comparison.

Brands cited most across the category

Aggregated across every (brand × prompt × engine) combination tested. The most-cited brands here are the names AI consistently surfaces when buyers ask about tool brands.

Emerging brands AI is citing in tool brands

Brand names AI engines surfaced for tool brands prompts that are not currently on the mapou tracked panel. Ranked by mention count and engine breadth. These are panel candidates, brands AI considers part of the category even though we are not yet measuring them.

Method. Aggregated across the canonical run for tool brands. For every (panel brand × prompt × engine) we record the brand names the analyzer extracted (capped at 6 per response), then drop names that match the tracked panel or its aliases, plus a denylist of generic category terms. Threshold to qualify: at least 3 mentions across at least 2 of 5 engines. Click any row to see the AI quote that surfaced the brand. Some entries may be tracked elsewhere on mapou but not in this segment, in which case AI considers them cross-category competitors. Reviewed monthly to inform panel additions.

How tool brands rankings shift by buyer persona

The MVI score is calibrated to a generic shopping-assistant prompt. But buyers don't arrive generically. We re-ran the same 20 canonical prompts five more times, each with a different buyer-persona signal in the system prompt: budget-conscious, premium, working professional, first-time, values-driven. Top-3 overlap with baseline: 93%. Leader holds across all personas: no. DeWalt loses the #1 spot to a different brand under at least one persona.

Each cell is the citation rate (out of 20 canonical prompts) for that brand under that persona, ChatGPT only. Cells are tinted green when a brand gains 5+ percentage points vs baseline, orange when it loses 5+. Strong tints flag a 20+ percentage-point swing. Top 8 baseline brands shown; full per-persona data is in data/research/persona-robustness/2026-05-07-1625/. The full methodology is on the State of AI Search page.

The 20-prompt taxonomy

Every brand in this report is tested against the same 20 canonical prompts, spanning the four MVI dimensions (Discovery, Filtered Discovery, Comparison, Evaluation). The prompt set is fixed at methodology v1.0 and reused every monthly run, so MVI deltas are paired comparisons not noise.

Methodology v1.0. MVI is mapou's proprietary 0-100 visibility score across 5 AI engines and 4 buyer-intent dimensions. 95% Wilson confidence intervals. Equal engine weighting. See the framework →