Why More Than 80% of Vietnamese Securities Brands Are Invisible to AI, according to the AI Visibility Index 2026

In 2026, investor information-seeking behavior is shifting from traditional “search” to direct “asking” through AI chat tools. Globally, more than 190 million people every day use ChatGPT, Gemini and similar AI platforms as their primary information source, rather than Google. For investors, questions such as “Where should I open a stock trading account?” are increasingly typed into AI chats, where answers are provided directly without a list of search results, ads, or additional exposure.

This creates a new competitive issue for Vietnam’s stock industry: AI Visibility, defined as how often a brokerage brand is mentioned by AI when investors ask questions.

Kompa Technology measures Vietnam brokerages’ AI Visibility in 2026

Kompa Technology released the Vietnamese Stock Sector AI Visibility 2026 report, described as the first of its kind in Vietnam to measure how brokerage brands appear on popular AI platforms, including ChatGPT and Google Gemini.

Method: Kompa analyzed more than 40,000 real posts by Vietnamese investors on forums and social networks in Q1/2026. The team then designed 100 Vietnamese prompts reflecting actual investor search behavior and tested them on ChatGPT (GPT-4) and Google Gemini. Brand mentions were scored using Kompa’s AI Visibility Index.

Top brokerages by AI Visibility: SSI leads

SSI leads the ranking with 386 points, appearing in 40/100 ChatGPT answers and 79/100 Gemini answers. VNDirect ranks second with 230 points, while HSC is third with 121 points.

Together, these three brands account for over 70% of total AI visibility across the sector.

Large gaps behind the top three

Kompa notes that the gap behind the leading brokerages is substantial. Many other firms—despite having meaningful brand presence and market capitalization—appear far less often in AI responses. The report attributes this not to service quality, but to AI systems lacking sufficient context and content to mention those brands.

TCBS example highlights “AI Fragmentation”

The report cites TCBS as a case where performance differs sharply by platform. TCBS ranks 4th overall, but with a wide gap: 68/100 on Gemini versus only 6/100 on ChatGPT, described as the biggest gap in the entire ranking.

Kompa links this to AI Fragmentation: different AI platforms process and cite information differently. According to the report, Gemini details information 8.2 times more than ChatGPT and mentions brands 3.2 times more. Kompa characterizes Gemini as more expansive with smaller brands, while ChatGPT concentrates on fewer names but with greater global reach.

The implication is that a brokerage optimized for only one AI platform may miss a significant portion of potential investor reach.

From SEO to GEO: optimizing for AI mentions

Based on these findings, Kompa introduces Generative Engine Optimization (GEO), which focuses on optimizing brand and content to be mentioned by AI, rather than ranking on traditional search engines.

How GEO differs from SEO

• SEO optimizes for keywords and is measured by clicks.
• GEO optimizes for natural questions and context and is measured by mentions in AI responses.
• SEO competes with Google’s ranking algorithm, while GEO competes with the “knowledge” AI has learned and stored.

Kompa emphasizes that the two approaches are not mutually exclusive: strong SEO does not guarantee high AI Visibility, and high AI Visibility does not necessarily follow from SEO alone.

Data-driven social listening as a GEO input

Kompa says a key differentiator in GEO is using real social listening data—tracking over 500 million conversations annually—to identify what investors are asking, how they phrase questions, and then craft content aligned with how AI learns and cites information.

The report describes GEO as an emerging field, with Kompa continuing to update data and optimize prompts to reflect user behavior on social media.

Opportunities and constraints for brokerages

Kompa argues that the industry is still in an early GEO era, when the gap between brands is not yet fully locked in and can still be narrowed. It states that AI learns from published content, and brands that build rich, clear content that answers investor questions first may gain a competitive advantage over time.

While Kompa says improving AI Visibility does not necessarily require a large budget to begin, it stresses that brokerages should first understand their position in the AI Visibility landscape before building a strategy.

Note: AI Visibility reflects AI’s perception of a brand, not the actual quality of products or services. A brokerage with high AI Visibility is not automatically the better choice for investors, but as AI increasingly intermediates information, it can influence investor awareness.