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MedSpa Business Journal

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A Direct Hit Media Publication

January 31.2026

2 Minutes Read

AI Recommendations Unpredictability: What Each MedSpa Owner Should Know

AI recommendations change: Animated robot offering shopping ideas

Unveiling the Variability of AI Recommendations

Recent research by SparkToro has revealed that when it comes to AI-generated recommendations, fluctuations and inconsistencies are the norm. AI tools like ChatGPT, Claude, and Google Search AI showed that out of nearly 3,000 tests, they produced unique brand lists over 99% of the time, raising important questions for professionals in industries like medical aesthetics.

What This Means for MedSpa Marketing

With the rising reliance on AI tools for brand visibility, particularly in industries like aesthetics, this variability casts doubt on AI tracking systems. MedSpa owners and managers should consider that the traditional metrics of ranking may no longer serve as a solid foundation for strategic decisions. The findings suggest that businesses should focus on how often their brand appears in recommendations, rather than its position in the listing.

Diverse Prompts, Similar Brands

Interestingly, even when varied prompts were utilized, familiar brands consistently surfaced in the recommendations. In tests involving categories such as skincare and aesthetic treatments, leading names like Botox and Juvederm appeared frequently, despite the diversity of user queries. This highlights a core principle: brand awareness remains crucial, even within a chaotic landscape of AI suggestions.

Rethinking Metrics and Strategies

For MedSpa practitioners, the insights gleaned from this research should catalyze a reevaluation of marketing strategies. The focus should shift from attempting to maintain a top-ranked position to ensuring consistent visibility across AI platforms. Considering consumers are increasingly turning to AI for recommendations, possessing a presence in these diverse outputs could significantly influence customer acquisition.

The Future of AI and Brand Visibility

As AI technology evolves, its integration into the aesthetics field will likely become complex. Establishing a coherent and robust presence among the varying outputs is essential. As experts like Rand Fishkin have advised, a transparent understanding of AI tracking should be a priority for brands, especially those operating in sensitive healthcare-related fields.

Take Action to Adapt and Improve

As the understanding of AI recommendations grows, it is essential for MedSpa owners to refine their marketing approaches in line with these insights. Look beyond mere rankings and strive for a consistent presence in repeated AI-generated suggestions, paving the way for data-driven decision-making that is proactive and insightful.

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