Dr. Squatch: AI Search Visibility Research

In this first Butter Labs AI research series, we analyze how brands are surfaced, interpreted, and referenced across generative AI search environments. As generative AI becomes a primary interface for search and discovery, brands are increasingly presented through summarized answers, recommendations, and citations rather than traditional rankings.

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This research examines how Dr. Squatch appears across AI-driven search platforms, including ChatGPT, Google AI Overview, AI Mode, and Gemini. The goal of this study is not to evaluate performance in absolute terms, but to document where and how the brand is represented in AI systems, which types of prompts surface Dr. Squatch most often, and which signals appear to influence visibility.

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Dr. Squatch: AI Visibility Snapshot

As of November 2025, Dr. Squatch maintains a measurable presence across AI-driven search platforms. The brand records an overall AI Visibility Score of 41 out of 100, with an estimated monthly AI audience reach of 9.2 million, approximately 3.4 thousand AI mentions, and 2.1 thousand cited pages contributing to how the brand is surfaced in AI search results.

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Dr. Squatch is consistently referenced across AI platforms, with mentions distributed relatively evenly among ChatGPT, Google AI Overview, AI Mode, and Gemini. Overall visibility increased steadily from September through November 2025, with a notable acceleration in November. This upward trend suggests growing AI recognition over time, driven by stronger presence within specific topic areas rather than a broad expansion across all queries.

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Platform-Level Presence

Across platforms, Dr. Squatch appears most frequently in contexts related to:

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• Product ingredients
• Specific product categories (soap, deodorant, scrubs)
• Reviews and effectiveness-related prompts

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Mention volume is distributed as follows:

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The relatively even distribution indicates that the brand is well-recognized as an entity across multiple AI systems, rather than being dependent on a single platform.

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Dr. Squatch Topic-Level Visibility Patterns

Based on observed topic-level AI visibility and relative mention volume, deodorant ingredients, deodorant reviews and effectiveness, personal care product lines, and soap scents and formulations collectively account for the majority of Dr. Squatch’s AI topic visibility, representing an estimated 80–90% of surfaced AI contexts. Many of these topics register visibility scores in the high 90s, indicating that AI systems consistently associate the brand with these subjects when prompted. Review- and effectiveness-related topics also show higher AI volume, suggesting that existing content, third-party references, and user-generated discussion contribute meaningfully to how the brand is surfaced.

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The accompanying treemap illustrates the relative concentration of AI-driven prompts and responses associated with Dr. Squatch, grouped by dominant thematic patterns observed across AI search platforms.

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Themes such as ingredients and natural claims, product reviews and effectiveness, brand ownership and company information, and celebrity-led campaigns are sized based on estimated topic concentration derived from prompt frequency, AI volume, and recurring mention patterns. Percentages shown are directional rather than exact counts and are intended to reflect how AI systems most commonly interpret and reference the brand.

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Citation Sources and Content Signals

Analysis of cited pages shows that AI systems most frequently reference:

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• The Dr. Squatch homepage
• Ingredient and product explanation pages
• Limited-edition collection pages
• A small number of blog posts focused on scents, ingredients, and comparisons

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While citation volume is relatively high, references are concentrated within a limited set of URLs. Over the measured period, the total number of cited pages declined slightly, indicating that AI systems are relying on a consistent but narrow group of sources to inform responses.

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Brand Representation in AI Outputs

Based on observed responses, AI systems most commonly describe Dr. Squatch as:

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• A men’s personal care brand
• Known for natural ingredients
• Associated with bar soap and deodorant
• Characterized by distinctive scents and formulations

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These descriptions align closely with the brand’s product positioning and messaging. However, broader brand narratives—such as category leadership, market context, or comparisons beyond individual products—appear less frequently in AI-generated summaries.

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Observed Visibility Characteristics

From a research perspective, several patterns emerge:

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• Visibility is strongest when prompts are specific and product-oriented
• Ingredient transparency and product explanations are consistently cited
• Brand-level or category-wide prompts surface Dr. Squatch less often than product-specific queries
• Citation diversity is limited to a small group of pages

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These characteristics suggest that AI systems currently interpret Dr. Squatch primarily through product attributes and use cases, rather than broader brand or category narratives.

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Implications for AI Search Visibility

This research highlights how AI visibility can vary significantly depending on prompt type and content structure. In Dr. Squatch’s case, AI systems demonstrate a clear understanding of the brand’s products and ingredients, while relying on a concentrated set of sources to support that understanding.

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As AI-driven discovery continues to evolve, visibility may increasingly depend on how well brands are represented across a wider range of informational, comparative, and category-level contexts.

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Closing Observation

Dr. Squatch maintains consistent recognition across major AI search platforms, with particularly strong representation in product-focused and review-driven prompts. This study illustrates how AI systems currently surface the brand, which signals are most influential, and where visibility is concentrated within the broader AI search landscape.