Black Friday 2025 AI Visibility Analysis in Greece: Comparing the Big 4 of Greek eCommerce
For retailers, the Black Friday conversation has fundamentally changed.
It’s no longer just “Where do I rank on Google?”
In 2025, a growing share of shoppers start with a different question:
“What does ChatGPT / Gemini / Perplexity recommend?”
This article presents an AI Visibility analysis for Black Friday 2025 in Greece, focusing on the Big 4 retailers: Plaisio – Kotsovolos – Public – Skroutz
We used three major LLMs (ChatGPT, Gemini, Perplexity), sixteen Black Friday prompts and multiple product categories (electronics & appliances) to understand:
- Which brands are recommended most often
- In which categories each brand “owns” AI mindshare
- Where dangerous AI blind spots exist
Table of Contents
1. Scope & Methodology of the AI Visibility Audit
We designed the audit to mirror real consumer behavior as closely as possible.
Models tested
- ChatGPT (OpenAI)
- Gemini (Google)
- Perplexity
Prompts & categories
- 16 Greek prompts around “Black Friday 2025”, including:
- “best Black Friday TV deals Greece”
- “Black Friday laptops προσφορές”
- “Black Friday gaming κονσόλες”
- “Black Friday πλυντήρια ρούχων / ψυγεία / tablets / κ.λπ.”
- “best Black Friday TV deals Greece”
- Focus: consumer electronics, small appliances, white goods and generic deal queries.
Measurement approach
For each prompt, in each LLM:
- We checked whether each of the four brands was mentioned (YES/NO).
- We counted total mentions per brand and per model.
- We calculated Share of Voice (SoV):
- per LLM
- and overall across all three models.
- per LLM
- We tagged product families where a brand appears:
- consistently in all three LLMs
- or not at all (blind spot).
- consistently in all three LLMs
2. Overall AI Visibility: Who Do the LLMs Recommend Most?
2.1 Visual Snapshot: AI Visibility Across ChatGPT, Gemini, Perplexity
Figure 1 – AI Visibility (% Share of Voice) for each brand in ChatGPT, Gemini and Perplexity during Black Friday 2025.
Public wins on average AI Share of Voice (~27%) across models.
Plaisio, Skroutz and Kotsovolos cluster around ~24% each, but with very different strengths by LLM.
| Brand | ChatGPT SoV | Gemini SoV | Perplexity SoV | Overall Pattern |
| Plaisio | 21.4% | 26.9% | 25.5% | Solid, slightly stronger in Gemini & Perplexity |
| Skroutz | 23.8% | 19.2% | 27.7% | Very strong in Perplexity, under-weighted in Gemini |
| Public | 28.6% 🏆 | 19.2% | 29.8% 🏆 | Top performer overall, especially in ChatGPT & Perplexity |
| Kotsovolos | 26.2% | 34.6% 🏆 | 17.0% | Dominant in Gemini, weakest in Perplexity |
2.2 Top Brand per LLM
Figure 2 – “Winner” brand per LLM based on highest Share of Voice across all prompts.
- ChatGPT: Public is the most frequently recommended brand.
- Gemini: Kotsovolos clearly leads.
- Perplexity: Public again takes the top spot.
This is a crucial strategic nuance:
There is no single winner across all AI assistants.
Each LLM has its own “favorite” retailer.
3. Category-Level AI Territories: Who Owns What?
Beyond the raw SoV, what matters most for revenue is category-level presence: in which types of products does each brand show up as the go-to recommendation?
Figure 3 – Product families where each brand is consistently mentioned across all three LLMs.
3.1 Category Territories
The territories where each brand appears in all three LLMs for Black Friday 2025:
| Brand | Consistently Recommended Categories (All 3 LLMs) |
| Plaisio | Washer–dryer combos, Tablets |
| Skroutz | Generic Black Friday deals (multi-category), Refrigerators |
| Public | Gaming (consoles & video games), Dishwashers, Refrigerators |
| Kotsovolos | Washing machines, TVs (generic TV queries), Laptops |
These are the AI territories: the mental “slots” where LLMs repeatedly pair a brand with a product need.
3.2 Blind Spots (Where Brands Don’t Appear at All)
Equally important are the blind spots—categories where a brand isn’t mentioned by any of the models:
| Brand | Key Blind Spots in AI Answers |
| Plaisio | Laptops |
| Skroutz | 65″ / premium TVs |
| Public | Washing machines |
| Kotsovolos | Generic Black Friday deals, Gaming, 65″ TVs |
From a commercial standpoint, each blind spot is either:
- Untapped growth, if you decide to build AI presence there, or
- Silent revenue leakage, if you leave it for competitors.
4. LLM-by-LLM Behavior: How Each Model Treats Retailers
Understanding the personality of each LLM is critical for GEO (Generative Engine Optimization) planning.
4.1 ChatGPT – The Balanced All-Rounder
- Distributes visibility relatively evenly across Plaisio, Skroutz, Public, Kotsovolos.
- Slight preference for Public & Kotsovolos.
- Answers are narrative-driven, with:
- clear explanations,
- product recommendations,
- and natural integration of retailer names.
- clear explanations,
Strategic takeaway:
ChatGPT is a good proxy for global AI mindshare—if you’re weak here, you likely have gaps in your content, brand mentions or technical signals.
4.2 Gemini – Shorter Lists, Strong Bias for Kotsovolos
- Fewer retailer mentions overall.
- Very strong bias toward Kotsovolos, with Plaisio second.
- Public and Skroutz show up less often.
Strategic takeaway:
Because Gemini is Google’s model, this bias may matter more over time as AI Overviews and Gemini-powered experiences expand in search.
4.3 Perplexity – Long-Form Guides, Source-Heavy
- Highest total mention volume.
- Favors Public & Skroutz heavily, often linking directly to their domains.
- Kotsovolos has noticeably lower presence.
Strategic takeaway:
Perplexity acts like an AI-powered buying guide. Brands with strong content ecosystems, authority and review depth tend to win here.
5. What This Means for C-Level Retail Executives
5.1 AI Share-of-Voice: A New Strategic KPI
Just as you track:
- SEO share-of-visibility, and
- paid impression share,
you now need to track:
AI Share-of-Voice – how often LLMs recommend your brand vs. competitors in key categories.
If ChatGPT and Perplexity keep recommending someone else, your Black Friday funnel may be shrinking before users see your owned channels.
5.2 AI Visibility Is Not a Copy of Google Rankings
LLMs don’t simply read the Google top 10 and echo it.
They blend:
- On-site optimization
- quality and structure of Black Friday hubs
- category pages, decision guides, FAQs, policies
- site architecture, Core Web Vitals, structured data
- quality and structure of Black Friday hubs
- Off-site optimization & brand reputation
- user reviews and ratings
- discussions in forums and communities
- social media content and UGC
- PR coverage, articles, comparison tests
- user reviews and ratings
In the AI era:
On-site + Off-site + Public perception together define whether a brand feels “trustworthy and relevant” enough to be surfaced by LLMs.
That means brands must:
- Monitor how they are mentioned across the open web
- Optimize both content and reputation, not only classic SEO signals
5.3 Structured Narratives Win in LLM Answers
LLMs reward brands that present clear narratives and structured information:
- Black Friday pages that:
- clearly map out categories and subcategories
- explain services, financing, returns, warranties
- include educational content and buyer’s guides
- clearly map out categories and subcategories
- Technically robust sites:
- fast and stable (good CWV)
- with clean structured data and complete product feeds
- fast and stable (good CWV)
- PR & SEO PR that:
- consistently associates your name with specific Black Friday themes
- reinforces your category leadership in trusted sources
- consistently associates your name with specific Black Friday themes
5.4 Blind Spots = Risk or Upside
If you’re not visible for queries like “Black Friday laptops” or “best Black Friday TV deals”, AI assistants may simply never mention you, no matter how large your media spend is.
Every category where you’re absent in LLM answers is:
- a risk, if you ignore it, or
- a high-ROI growth lever, if you deliberately build presence.
5.5 GEO / AIO & SEO Must Be Category-Driven
“Ranking for Black Friday” as a single generic term is no longer a realistic goal.
With LLMs driving personalized shopping journeys:
- Users ask very specific, conversational questions.
- The AI compresses research steps and returns curated product and retailer shortlists.
Your GEO / AIO and SEO strategy should be framed around category playbooks, not just generic brand visibility:
- TVs (by size & spec)
- Laptops & gaming
- Major appliances
- Small domestic appliances
- Smart home, etc.
For each category you need to know:
- Where you stand in ChatGPT, Gemini, Perplexity
- How you’re described (price-driven, service-driven, selection-driven)
- Next steps to improve that perception
6. From Insight to Action: How to Operationalize AI Visibility
A practical GEO / AIO program for Black Friday should include:
- Regular AI Visibility Audits
- Quarterly or seasonal checks in ChatGPT, Gemini, Perplexity
- SoV and positioning by brand, LLM, category, and key prompt
- Quarterly or seasonal checks in ChatGPT, Gemini, Perplexity
- On-Site Enhancements
- Robust Black Friday hubs per category
- Strong internal linking, updated content and crystal-clear UX
- Healthy technical foundations (speed, mobile UX, schema)
- Robust Black Friday hubs per category
- Off-Site & Reputation Work
- SEO PR campaigns aligned with priority categories
- Proactive reviews management and partnerships with trusted publishers
- Monitoring and improving brand mentions across the web
- SEO PR campaigns aligned with priority categories
- Category Playbooks for Q4
- Clear ownership targets (“we must be in AI shortlists for X/Y/Z categories”)
- Dedicated content, offers and service narratives to support those targets
- Clear ownership targets (“we must be in AI shortlists for X/Y/Z categories”)
7. How ON.marketing Supports Retailers in the AI Era
At ON.marketing, we have embedded AI visibility into our broader SEO + AIO/GEO frameworks by:
- Running custom AI visibility audits for major Greek retail brands
- Building Black Friday and Cyber Week playbooks that connect:
- Organic search
- AI-driven discovery
- Performance media & CRM
- Organic search
- Delivering board-ready reports that link AI visibility improvements to:
- revenue impact
- category growth
- and long-term brand positioning
- revenue impact
If you’d like to understand how LLMs talk about your brand today—and how to win more of that AI shelf space for Black Friday 2026 and beyond—we can build a tailored AI Black Friday Visibility Report for your business.
AI visibility is not a buzzword.
It’s the new shelf sitting above the traditional SERPs.
The real question is: will your competitors occupy it before you do?
Λίγα Λόγια για την ON.marketing
Η ON.marketing είναι ένα κορυφαίο boutique growth marketing agency στην Ελλάδα, εξειδικευμένο στο SEO. Έχει βραβευτεί επανειλημμένα για τη συνεργασία της με ηγέτιδες εταιρείες όπως τα Public και η Leroy Merlin, ενώ από το 2017 το portfolio της περιλαμβάνει πάνω από 200 κορυφαία brands (Gazzetta.gr, Parapolitika.gr, Douleutaras.gr, BestPrice.gr, XO.gr, Parex.gr κ.ά.). Ως Premier Google Partner, παρέχει εξειδικευμένες υπηρεσίες SEO & AIO, Paid Ads, Analytics και Marketing Management & Transformation.
Στοιχεία Επικοινωνίας
Website: www.onmarketing.io
Press: hello@onmarketing.io
Τηλέφωνο: +30 21 1800 9130
