Become AI’s Top Choice

Understand how AI recommends products.

Claim Top Position. Defend Your Territory.

AI is becoming part of everyday decision-making.

Humans are increasingly using AI to ask questions to find answers.

When spending money to buy a product that is worthwhile, people spend time to think, search, and rationalize their decision.

When AI is asked for its opinion, what does it say? How does AI approach this? How is your product perceived by AI?

Understand how AI recommends products and how you can become their top choice.

Why AI Matters for Product Discovery

Millions of people now turn to AI as their first stop for everyday questions. Instead of searching through websites, they ask AI directly for guidance, explanations, recommendations, and solutions.

Whether the question is “How do I remove a coffee stain?”, “What’s the best CRM for a small business?”, or “How should I train for a marathon?”, the interaction begins with a narrative. Every question contains a goal, a problem, and context that AI uses to determine what information is most relevant.

Understanding how people ask AI questions—and how AI interprets those narratives—is becoming fundamental to product discovery, marketing, and customer acquisition.

Read the Full Article
Schedule an Introduction

From Keywords to Narratives


Traditional Search – “Car”

“best family car for day to day under 60,000”

AI Search Narrative – Car

“I need to buy a new car for my family. We are expecting our second-born child and need more space for baby equipment. I also use this car for day-to-day commute so it should be fuel-efficient. Ideally under $60,000 but I can go up to 70k.”

Read the Article
Schedule an Introduction

How AI Recommends Products

People no longer search only for information—they increasingly ask AI for recommendations.

Whether choosing software, cameras, running shoes, or appliances, consumers increasingly rely on AI throughout the product discovery and evaluation process.

The next competitive advantage isn’t simply visibility — it’s recommendation.

Narr Theory researches the narratives, evidence, and authority that shape AI recommendation.

Read the Full Article
Schedule an Introduction

How ChatGPT Recommends Products

Narr Theory hypothesizes that the behavioral adoption of asking questions directly to AI is reshaping product discovery, evaluation, and recommendation.

ChatGPT normalized asking AI questions as a mass-market behavior, making question-based interaction one of the defining behaviors of the AI era.

While Google still dominates most of the search volume combined with Maps, Voice, address bar search, Image, and Shopping, ChatGPT has become the platform people most readily associate with asking AI for guidance, explanations, and help making decisions.

ChatGPT’s mass-market adoption makes it one of the most important AI ecosystems for understanding how people ask questions, evaluate options, and discover products.

Understand how ChatGPT interprets user narratives and recommends products.

Claim your top position and defend your territory.

Read the Full ARticle
Schedule an Introduction

Decision Narrative

How users define their needs and criteria for a product

Source of Authority

The sources AI relies on to validate a product claim.

Corroboration

How AI combines multiple sources of evidence to build confidence in a product recommendation.

Finalized-Conversational Decision Narrative

(Coming soon)

The refining of a consumer’s decision narrative through conversational discovery with AI, leading to an improved and clearer list of needs and criteria for product purchase

About Narr Theory

Narr Theory is an independent research initiative focused on understanding how large language models recommend products.

As AI becomes a primary way people discover and evaluate solutions, product recommendation is no longer driven solely by search engines, advertisements, or brand awareness. It is increasingly shaped by how AI systems interpret user questions, evaluate evidence, and construct decision narratives.

Narr Theory studies this process—from question formulation and workflow context to source authority, corroboration, and recommendation generation—to help explain why certain products become AI’s top choice.

The goal is to build practical frameworks that help researchers, product teams, marketers, and founders understand how AI recommendation systems evolve and how products can earn a stronger narrative position within them.

Discover how you can leverage this idea.

Schedule an introduction