Who Gets Named: Citation Type Predicts Individual Naming by Grounded Language Models, and a Roster Instrument Captures 0.5% of It

Abstract

Prior work on AI brand visibility measures the firm: does a model recommend a company, and does that track its reputation. This study asks the question one level down, in categories where the buyer picks a person. It issued 2,400 grounded API calls in one two-hour window on 24 July 2026: 120 buyer-intent prompts, four models (GPT-5.6 Sol, Gemini 3.6 Flash, Perplexity Sonar Pro, Grok 4.5), five iterations each, four European markets and five query languages. Every response was coded for whether it named an individual professional, by a rule cascade that never consults a roster and that drops detections resolving to a same-named American city (precision 96.9%, recall 61.7%, so every rate below is a lower bound). All inference corrects for clustering within prompt: intraclass correlation 0.258, effective n 407 against a nominal 2,400. Models named an individual in 25.8% of responses. Category dominates: real estate 35.4% and car dealerships 32.9% against insurance 9.1% (chi-square 159.3, p = 5.8e-8 after correction). Models differ four-fold, from Grok 38.0% to Gemini 9.3%. Citation type predicts naming and citation volume does not: naming responses cite the individual's own site 2.6 points more often (95% CI +1.4 to +3.9) and category portals 4.3 points more often, and cite firm-owned pages at the same rate (44.1% against 45.5%). On nine matched translation pairs, English prompts named an individual in 36.7% of responses against 15.6% for the same question in the local language (OR 3.14, clustered p = 0.074, so the direction is clear and the design cannot close it). A 939-person roster built from public LinkedIn search matched 128 of 27,293 name-shaped mentions (0.47%), 26 of the 939 people were ever named, and the roster-derived rates of 0.0% to 25.4% measure that overlap. Roster-based measurement of individual AI visibility sees a small and unrepresentative slice of what models do.