Binance Left Behind as Kraken Takes Top Spot in AI Recommendations
A new study by citeOS Exchange Index has found that despite handling roughly $9 billion in daily spot volume, Binance ranks third on AI recommendation behind Kraken and Coinbase. The index ranked ten centralized exchanges based on how often five AI engines - ChatGPT, Perplexity, Gemini, Claude, and Google AI Mode - recommended them to buyer-style prompts.
The study used 20 buyer-style prompts, which are actual questions typed by potential users before opening an account, rather than brand lookups. Each prompt was run three times per engine, producing roughly 1,000 observations. Volume figures were pulled from CoinGecko on the measurement date.
Kraken led on three engines - ChatGPT, Perplexity, and Gemini - while Coinbase took second overall and won Claude outright with 83 mentions. The ranking changes depending on which engine is asked, with an exchange that appears dominant in one chatbot potentially absent from the shortlist in another.
The study's finding suggests that being recommended by AI is not a single position an exchange holds but rather at least five separate positions. This has significant implications for exchange marketing teams, as they need to consider their editorial presence and not just rely on trading volume or ad spend.