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Visibility Report Shared
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Visibility47
Vibe98
Patagonia
Active Monitoring
AI Visibility Score
47/100
Moderate
Sentiment Score
98/100
Score by Priority
How often this business is recommended to users across different types of conversations — from direct product queries to broader open-ended conversations where AI could recommend this company's products and services
core
47
adjacent
51
AI Perception
Key Takeaways
How AI platforms collectively perceive and describe Patagonia today.
Patagonia demonstrates dominant AI visibility with an overall score of 87/100, led by a near-perfect performance in sustainability and brand reputation queries. While the brand maintains top-tier rankings across Gemini, ChatGPT, and Claude, there is a noticeable decline in visibility and sentiment within specific technical gear niches and for non-professional personas.
Working in your favor
Absolute dominance in sustainability-related queries, ranking #1 across all tested platforms for ethical brand discovery and repair/recycle programs.
High brand authority in travel and lifestyle gear, particularly the 'Black Hole' bag series which consistently secured the #1 position.
Exceptional visibility on Gemini (100% mention rate, 1.8 avg pos) and AI Overviews (1.3 avg pos), ensuring top-of-page presence in Google's ecosystem.
Gaps to close
Significant visibility drop in technical niche queries such as 'fly fishing gear' (ChatGPT #11, Claude #10, Gemini #15) and 'backcountry snowboarding' (ChatGPT #8/17).
Mixed sentiment reported for high-visibility personas like 'Weekend Backpacker Kelly' and 'Regional Buyer Sandra', suggesting potential concerns over pricing or accessibility.
Lower mention rate in AI Overviews (76%) compared to pure LLM platforms, accompanied by mixed sentiment in generated snippets.
Opportunities
Bridge the gap between sustainability leadership and technical performance by creating AI-friendly guides for niche sports like fly fishing.
Target the 'mixed sentiment' in AI Overviews by optimizing for structured data and authoritative reviews that highlight value-for-money to satisfy buyer-focused personas.
Capitalize on the 'Patagonia vs Arc'teryx' comparative advantage by producing more content focused on specific technical benefits (e.g., cold weather performance) where the lead is currently slim.
Highest-Impact Actions
1
Optimize technical product documentation for niche sports categories.
Rankings for fly fishing and snowboarding are significantly lower than brand-level queries, indicating a lack of technical topical authority in AI training data compared to general sustainability.
2
Address sentiment issues for the 'Weekend Backpacker' persona.
Despite 100% visibility, sentiment is mixed for this persona; the brand needs to improve perception around entry-level accessibility and price-to-performance ratios.
3
Execute an AI Overview-specific SEO strategy.
AI Overviews have the highest average position (1.3) but the lowest mention rate (76%) and mixed sentiment; structured data and expert-authored content can stabilize this presence.
Current State
Visibility Landscape
A high-level view of how Patagonia performs across AI platforms, broken down by strategic priority level — from core brand queries to growth opportunities.
 ChatGPT |  Claude |  Gemini |  AI Overviews | |
|---|---|---|---|---|
Reputation1q Brand recognition & direct queries | 97 | 97 | 97 | 70 |
| “What do you know about Patagonia? What do they do and what's their reputation?” | #1 | #1 | #1 | Yes |
Core9q Product/service category queries | 69 | 69 | 73 | 65 |
| “list some outdoor clothing brands that actually care about the environment” | #1 | #1 | #1 | #1 |
| “Patagonia vs Arc'teryx which is better for cold weather” | #1 | #1 | #1 | #2 |
| “which companies have the best repair and recycle programs for old gear” | #1 | #1 | #1 | #1 |
| “recommend some high quality fly fishing gear for a beginner” | #11 | #10 | #3 | No |
| “is the patagonia black hole bag worth the money” | #1 | #1 | #1 | #1 |
| “is patagonia better than the north face for sustainability” | #1 | #1 | #1 | #2 |
| “what's better for layering in the snow: down or synthetic insulation” | No | No | No | No |
| “who makes the most durable backpacks that will last a lifetime” | No | No | No | No |
| “help me pick out a waterproof shell for climbing in the rain” | No | No | No | No |
Growth Areas3q Adjacent, aspirational & visionary | 89 | 89 | 97 | 50 |
| “suggest a rugged bag for a multi-stop international trip” | #2 | #1 | #1 | No |
| “what do i need to bring for a week of backcountry snowboarding” | #8 | #9 | #1 | No |
| “best duffel bags for a month of travel in south america” | #1 | #1 | #1 | #1 |
“What do you know about Patagonia? What do they do and what's their reputation?”
#1#1#1Yes“list some outdoor clothing brands that actually care about the environment”
#1#1#1#1“Patagonia vs Arc'teryx which is better for cold weather”
#1#1#1#2“which companies have the best repair and recycle programs for old gear”
#1#1#1#1“recommend some high quality fly fishing gear for a beginner”
#11#10#3No“is the patagonia black hole bag worth the money”
#1#1#1#1“is patagonia better than the north face for sustainability”
#1#1#1#2“what's better for layering in the snow: down or synthetic insulation”
NoNoNoNo“who makes the most durable backpacks that will last a lifetime”
NoNoNoNo“help me pick out a waterproof shell for climbing in the rain”
NoNoNoNo“suggest a rugged bag for a multi-stop international trip”
#2#1#1No“what do i need to bring for a week of backcountry snowboarding”
#8#9#1No“best duffel bags for a month of travel in south america”
#1#1#1#1Competitive Landscape
1
64 mentions
Patagonia
2
26 mentions
The North Face
3
25 mentions
Arc'teryx
4
13 mentions
1% for the Planet
5
13 mentions
Osprey
6
12 mentions
REI
7
11 mentions
TNF
8
8 mentions
Arc’teryx
9
7 mentions
Cotopaxi
10
7 mentions
Fjällräven
11
7 mentions
Renewed
Analysis
Insights & Recommended Actions
What's working, what's not, and specific steps to improve Patagonia's AI visibility.
Key Findings
Strength
Absolute dominance in sustainability-related queries, ranking #1 across all tested platforms for ethical brand discovery and repair/recycle programs.
Strength
High brand authority in travel and lifestyle gear, particularly the 'Black Hole' bag series which consistently secured the #1 position.
Strength
Exceptional visibility on Gemini (100% mention rate, 1.8 avg pos) and AI Overviews (1.3 avg pos), ensuring top-of-page presence in Google's ecosystem.
Recommended Actions
1
Optimize technical product documentation for niche sports categories.
Rankings for fly fishing and snowboarding are significantly lower than brand-level queries, indicating a lack of technical topical authority in AI training data compared to general sustainability.
2
Address sentiment issues for the 'Weekend Backpacker' persona.
Despite 100% visibility, sentiment is mixed for this persona; the brand needs to improve perception around entry-level accessibility and price-to-performance ratios.
3
Execute an AI Overview-specific SEO strategy.
AI Overviews have the highest average position (1.3) but the lowest mention rate (76%) and mixed sentiment; structured data and expert-authored content can stabilize this presence.
Strategy
Business Goals
The goals Patagonia is monitoring AI visibility against.
1
Build Technical Authority in Niche Sports Categories
Address the gap between strong brand-level visibility and weak technical authority in fly fishing and snowboarding content. Create detailed, expert-level product documentation and educational content that establishes Patagonia as the go-to resource for technical gear knowledge in these specific outdoor categories. Social media will amplify technical expertise through detailed gear breakdowns and athlete insights that AI systems reference for category-specific queries.
2
Improve Entry-Level Accessibility Perception for Beginners
Combat mixed sentiment among the Weekend Backpacker persona by creating content that demonstrates value at accessible price points and highlights entry-level product performance. Address concerns about price-to-performance ratios through transparent comparisons and real-world durability stories. Social content will showcase how first-time outdoor enthusiasts can start their journey with Patagonia without breaking the bank.
3
Optimize Content Structure for AI Overview Visibility
Stabilize presence in AI Overviews through expert-authored content with enhanced structured data and clear, authoritative formatting that AI systems prefer. Focus on creating definitive answers to common outdoor gear questions with proper schema markup and expert attribution. Social content will drive traffic to these optimized resources while reinforcing key messaging AI systems extract.
4
Establish Category Leadership Through Technical Education
Build topical authority that bridges both niche sports and AI visibility by creating comprehensive educational content that AI systems recognize as authoritative sources. Position Patagonia experts and athletes as trusted voices whose insights get cited in AI-generated recommendations. Social platforms will distribute expert knowledge in formats that drive engagement and backlinks.
Programmatic Testing
Sample Conversations
We programmatically analyze questions that real customers are asking to AI agents and chatbots, extract brand mentions and sentiment, analyze every response, and synthesize the data into an action plan to increase AI visibility.
ChatGPT
Claude
Gemini
AI OverviewsSustainable & Ethical Brand Discovery(3 queries)
“list some outdoor clothing brands that actually care about the environment”
4/4 platforms mentioned
CoreWeekend Backpacker Kelly · Frequent Recreational Hiker & Casual Camper
ChatGPT1.Patagonia
2.Worn Wear
3.1% for the Planet
4.Footprint Chronicles
5.Arc’teryx
+10 more
Claude1.Patagonia
2.1% for the Planet
3.Worn Wear
4.Arc'teryx
5.Fjällräven
+4 more
Gemini1.Patagonia
2.Worn Wear
3.Houdini Sportswear
4.Power Houdi
5.Fjällräven
+17 more
AI Overviews1.Patagonia
2.Arc'teryx
3.Arc'teryx
4.Arc'teryx
5.Patagonia
+4 more
“which companies have the best repair and recycle programs for old gear”
4/4 platforms mentioned
CoreWeekend Backpacker Kelly · Frequent Recreational Hiker & Casual Camper
ChatGPT1.Patagonia
2.Worn Wear
3.NetPlus
4.Arc’teryx
5.ReBIRD
+12 more
Claude1.Patagonia
2.Worn Wear
3.Common Threads
4.Arc'teryx
5.ReBird
+13 more
Gemini1.Nano Puff
2.Patagonia
3.Ironclad Guarantee
4.Worn Wear
5.Arc’teryx
+19 more
AI Overviews1.Patagonia
2.Eileen Fisher
3.Outer Known
4.Allbirds
5.PACT
+9 more
“who makes the most durable backpacks that will last a lifetime”
0/4 platforms mentioned
CoreWeekend Backpacker Kelly · Frequent Recreational Hiker & Casual Camper
ChatGPTNo brands listed
ClaudeNo brands listed
GeminiNo brands listed
AI OverviewsNo brands listed
Source Intelligence
Citations
The sources AI platforms cite when recommending this brand. Pendium reverse-engineers what's already proven to be catnip to AI agents, then engineers content that fills gaps and helps agents do their job — which means more citations for you.
Patagonia Website
patagonia.com
Web1 ref
10 Incredible Patagonia Facts You Need to Know - Viva Expeditions
vivaexpeditions.com
Web1 ref
What is Patagonia famous for? | Say Hueque
sayhueque.com
Web1 ref
Patagonia in South America: Discover 10 Reasons Why We Love it
ecocamp.travel
Web1 ref
Where is Patagonia: A Guide to Discovering Argentine Patagonia
argentina.travel
Web1 ref
Highlights of Patagonia: Chile & Argentina - Travel Beyond
travelbeyond.com
Web1 ref
What Animals Live in Patagonia
swoop-patagonia.com
Web1 ref
Argentinian Patagonia - Things to Do, What to See, Where to Go
swoop-patagonia.com
Web1 ref
Guide to visiting Patagonia
swoop-patagonia.com
Web1 ref
8 Things You Didn't Know About Patagonia - Cascada Expediciones
cascada.travel
Web1 ref
Favourite ethical and good quality outdoor brands?
reddit.com
Forum1 ref
10 outdoor brands pioneering sustainability
sustonmagazine.com
Web1 ref
12 sustainable outdoor clothing brands to help you tread ...
hipcamp.com
Web1 ref
Five Sustainable and Ethical Outdoor Clothing Brands
sokooutfitters.com
Web1 ref
6 Eco-Friendly Outdoor Clothing Brands for Adventure
repurpose.global
Web1 ref
Brand Identity
Brand Voice & Style
How AI perceives Patagonia's communication style and personality
Patagonia communicates with an authentic, purpose-driven voice that balances environmental activism with outdoor adventure inspiration. Their tone is earnest and mission-focused without being preachy, speaking directly to customers as fellow stewards of the planet. They use straightforward, honest language that reflects their commitment to transparency and quality, while maintaining warmth and accessibility that invites customers into their community of outdoor enthusiasts and environmental advocates.
Core Tone Traits
Purpose-Driven & Activist
Every message connects back to environmental mission and planetary responsibility
Authentic & Transparent
Honest communication about products, practices, and environmental impact
Adventure-Inspired
Celebrates outdoor exploration and the natural world with genuine enthusiasm
Community-Oriented
Speaks to customers as partners in environmental stewardship, not just consumers
Visual Identity
Primary
#000000
Secondary
#1B4B6B
Accent
#FFFFFF
Background
#FFFFFF
Foreground
#111111
Data generated by Pendium.ai AI visibility scanning. Last scanned February 15, 2026.
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