76% of Spanish internet users used artificial intelligence last month. In the US, traffic from language models converts 50% more than organic.
According to ecosistemastartup.com, 76% of Spanish internet users used artificial intelligence last month, and 19.25 million people employed it to search for information. The data is from GWI and was presented at the event "What Does AI Say About Your Brand?" organized by Cosmo5 alongside IPMARK and Santalucía at their offices in Madrid.
Borja Pesquera, CEO of Cosmo5 Iberia, summarised digital behaviour in four verbs: streaming, scrolling, searching, and shopping. He stated that the latter two will change fundamentally, as users shift from searching to asking.
The GEO (Generative Engine Optimization) aims for language models to name, describe, and correctly cite a brand when generating a response. While SEO seeks visits, GEO aims to appear within the response.
Eduardo Agudo, COO of Cosmo5 Iberia, provided a figure with data from the US market presented at the event: traffic from language models converts 50% more than that from organic searches, and its average ticket is 14% higher.
Forbes reported in February 2026 that nearly half of the main search interactions already display AI-generated summaries ahead of traditional results. According to that outlet, in these interfaces, a brand can be one of the five cited sources or be left out.
Cosmo5 proposes auditing how a brand appears in language models and its position against competitors. To do this, it suggests three indicators: the AI Brand Score, which combines citation frequency and average position; the Visibility Score, which measures spontaneous presence in category queries; and the brand sentiment, which analyses the tone of mentions.
A case presented at the event was that of a premium hair care brand, which had lost presence in AI responses compared to user content on TikTok, YouTube, and Reddit. After restructuring its content, focusing on product data and ingredients, it increased its share of answers by 118% and the frequency and consistency of its mentions by 38%, according to the results presented.
Finally, ads within ChatGPT have been active in Spain since late August. According to Agudo, the platform has accumulated $1 billion in advertising revenue in less than 200 days, and Cosmo5 works with 30 clients in Europe. There are two formats: standard ads, which direct to a webpage, and those linked to catalogues and products.
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