The goal was straightforward: get the brand in front of a tech-savvy global audience by producing research that the AI community would actually want to talk about. With AI tools dominating headlines, we needed a story that cut through, something with real data, a clear ranking, and a finding people weren't expecting.
THE STRATEGY
Everyone has an opinion on AI chatbots. We decided to measure them. We built a reliability study across 10 major chatbots scoring each one on hallucination rate, customer ratings, response consistency, and downtime. Every chatbot got a risk score from 0 to 99.
The result nobody saw coming: ChatGPT, the most used AI tool in the world with 81% market share, ranked as the least reliable for workplace use making up false information 35% of the time. Meanwhile Grok, often overlooked, came out near the top.
Three things made this work:
It challenged the obvious: the most popular tool wasn't the most trustworthy, that tension is exactly what makes journalists and creators hit share
It had numbers: hallucination rates, downtime percentages, and a clear ranking gave everyone something concrete to quote
It was globally relevant: AI at work is a conversation happening in every country, in every industry which is exactly where this story ended up
THE RESULTS
The campaign generated 67 links and mentions across news outlets, social platforms, podcasts, and tech publications.
The biggest moments came from social and viral reach:
Elon Musk shared the study on X (DR 97, 4.4B monthly visitors)- one of the most visible organic mentions a brand can get
LinkedIn (DR 99, 5.7B monthly visitors)- with a direct backlink
