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AI recommends in Australia
Brands ranked by mention rate on ChatGPT, Gemini and Google AI Mode
- Brands
- 188
- Questions
- 400
- Answers
- 1,197
- AI engines
- 3
01 · Brand leader
Top 10 brands by mention rate
No single brand runs away with the category.
Several brands compete for the top places.
| # | Brand | Mention rate Share of ChatGPT’s answers in this market that name the brand | Share of voice The brand’s share of all brand mentions in the engine’s answers | 95% range The interval the true mention rate most likely falls in | In top 20 of The brand’s place inside each engine’s own top 20 |
|---|---|---|---|---|---|
| 11 | Employment Hero | 84.8% | 13.2% | 81.2–88.3 | ChatGPT1Gemini1Google AI Mode1 |
| 22 | ELMO Software | 51.2% | 7.1% | 46.3–56.2 | ChatGPT2Gemini2Google AI Mode3 |
| 33–4 | Deputy | 40.3% | 6.5% | 35.4–45.1 | ChatGPT3Gemini5Google AI Mode7 |
| 43–6 | Humanforce | 34.0% | 5.1% | 29.3–38.7 | ChatGPT4Gemini9Google AI Mode10 |
| 54–8 | Workday | 30.0% | 4.0% | 25.5–34.5 | ChatGPT5Gemini7Google AI Mode5 |
| 64–12 | Tanda | 25.0% | 4.1% | 20.7–29.3 | ChatGPT6Gemini10Google AI Mode8 |
| 75–12 | Xero | 24.3% | 3.4% | 20.0–28.5 | ChatGPT7Gemini4Google AI Mode2 |
| 85–12 | HiBob | 24.0% | 3.1% | 19.8–28.2 | ChatGPT8Gemini8Google AI Mode9 |
| 96–16 | MYOB | 19.8% | 2.8% | 15.8–23.7 | ChatGPT9Gemini6Google AI Mode6 |
| 106–17 | BambooHR | 18.8% | 2.5% | 14.9–22.6 | ChatGPT10Gemini11Google AI Mode12 |
| 116–17 | Dayforce | 18.8% | 2.4% | 14.9–22.6 | ChatGPT11Google AI Mode18 |
| 126–17 | SAP | 18.8% | 2.2% | 14.9–22.6 | ChatGPT12Gemini13Google AI Mode15 |
| 139–19 | RosterElf | 16.0% | 2.5% | 12.4–19.6 | ChatGPT13Gemini12Google AI Mode13 |
| 149–20 | Rippling | 15.0% | 2.1% | 11.5–18.5 | ChatGPT14Gemini3Google AI Mode4 |
| 159–20 | Worknice | 14.8% | 2.0% | 11.3–18.2 | ChatGPT15Gemini15Google AI Mode11 |
| 169–20 | HR Partner | 12.5% | 1.7% | 9.2–15.8 | ChatGPT16 |
| 1710–20 | ADP | 12.3% | 1.5% | 9.0–15.5 | ChatGPT17Gemini20 |
| 1813–20 | Sentrient | 11.3% | 1.7% | 8.1–14.4 | ChatGPT18Gemini18 |
| 1913–20 | Aurion | 10.0% | 1.2% | 7.0–13.0 | ChatGPT19 |
| 2014–20 | Culture Amp | 9.0% | 1.2% | 6.6–12.2 | ChatGPT20 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 9 of 11 brands rank in the top 10 of all 3 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | In top 10 of |
|---|---|---|---|---|
| Employment Hero | 1 | 1 | 1 | ChatGPTGeminiGoogle AI Mode |
| ELMO Software | 2 | 2 | 3 | ChatGPTGeminiGoogle AI Mode |
| Xero | 7 | 4 | 2 | ChatGPTGeminiGoogle AI Mode |
| Deputy | 3 | 5 | 7 | ChatGPTGeminiGoogle AI Mode |
| Workday | 5 | 7 | 5 | ChatGPTGeminiGoogle AI Mode |
| MYOB | 9 | 6 | 6 | ChatGPTGeminiGoogle AI Mode |
| Humanforce | 4 | 9 | 10 | ChatGPTGeminiGoogle AI Mode |
| Tanda | 6 | 10 | 8 | ChatGPTGeminiGoogle AI Mode |
| HiBob | 8 | 8 | 9 | ChatGPTGeminiGoogle AI Mode |
| Rippling | – | 3 | 4 | GeminiGoogle AI Mode |
| BambooHR | 10 | – | – | ChatGPT |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10.
The rest depend on which engine the buyer opens — so a rank from a single engine is not a market position.
Source: Findrix's research. Where each brand ranks inside every engine's top 10, HR & payroll software, Australia.
03 · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode |
|---|---|---|---|
| employmenthero.com | 9.2% | 2.4% | 12.2% |
| compono.com | 1.8% | 10.0% | 3.1% |
| workit.com.au | 1.2% | 5.3% | 8.1% |
| rippling.com | 1.7% | 7.9% | 1.8% |
| rosterelf.com | 2.1% | 6.1% | 5.2% |
| worknice.com | 1.8% | 5.0% | 3.1% |
| elmosoftware.com.au | 3.9% | 1.5% | 4.9% |
| deputy.com | 4.4% | 1.1% | 2.3% |
| sentrient.com.au | 1.3% | 4.4% | 1.3% |
| fairwork.gov.au | 3.9% | 0.1% | 0.2% |
| fairworkcentre.com.au | 0.6% | 3.7% | 1.8% |
| hr.software | 0.2% | 2.8% | 2.1% |
04 · The questions we asked
400 buyer questions, each
asked once per engine
General requests and requests with a specific use case, audience, selection criterion or problem.
| Question type | Questions |
|---|---|
| General questions | 6 |
| Use case | 209 |
| Audience | 20 |
| Selection criteria | 120 |
| Problem to solve | 45 |
By question type
Examples · General questions
“what are the best HR software vendors in Australia?”
“which HR software vendors are best value for money in Australia?”
Examples · Use case
“which HR software vendors specialise in meeting NDIS worker screening and compliance tracking audit requirements in Australia?”
“which HR software vendors would you recommend for managing compliance documents across both paid staff and volunteers in Australia?”
Examples · Audience
“which HR software vendors are most popular with small business owners with under 30 staff in Australia?”
“which HR software vendors are best for operations directors managing shift-based casual workforces in Australia?”
Examples · Selection criteria
“which HR software vendors should I choose if seamless sync with Xero matters most in Australia?”
“how do HR software vendors compare on customisable headcount and turnover reporting in Australia?”
Examples · Problem to solve
“track casual employee choice requests and response deadlines. which HR software vendors would you recommend in Australia?”
“worker screening and child safety check expiry reminders. which HR software vendors can help in Australia?”
Source: Findrix research. 400 buyer questions by question type, HR & payroll software, Australia.
05 · Buyer personas
Who the questions are for
Select a persona to see example questions from this market.
By persona
Examples · Solo People & Culture Manager at Mid-Market Firm
“how do HR software vendors compare on customisable headcount and turnover reporting in Australia?”
Examples · Hospitality & Retail Operations Director
“which HR software vendors are best for operations directors managing shift-based casual workforces in Australia?”
“track casual employee choice requests and response deadlines. which HR software vendors would you recommend in Australia?”
Examples · Small Business Owner-Operator
“which HR software vendors should I choose if seamless sync with Xero matters most in Australia?”
“which HR software vendors are most popular with small business owners with under 30 staff in Australia?”
Examples · Not-for-Profit Corporate Services Manager
“which HR software vendors specialise in meeting NDIS worker screening and compliance tracking audit requirements in Australia?”
“which HR software vendors would you recommend for managing compliance documents across both paid staff and volunteers in Australia?”
“worker screening and child safety check expiry reminders. which HR software vendors can help in Australia?”
Examples · No persona assigned
“what are the best HR software vendors in Australia?”
“which HR software vendors are best value for money in Australia?”
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Frequently asked questions
What does this HR & Payroll Software AI Search report measure?
Which HR & payroll software brands ChatGPT, Gemini and Google AI Mode name when buyers in Australia ask them for advice. We asked 400 buyer questions, each once to each engine, and counted how often every brand appears and which websites the engines cite. Measured Oct 2026.
What does “mention rate” mean?
The share of an engine’s answers to this market’s buyer questions that name the brand. A 10% mention rate means the brand came up in about one answer in ten. Every rate carries a 95% range: the interval the true value most likely falls in.
How are the top HR & Payroll Software brands ranked?
By mention rate, separately for each engine — pick the engine above the table. When two brands’ 95% ranges overlap, their order is not really different — tick “Only distinguishable places” to see the ranks the data can actually separate.
Why does a brand rank differently across AI engines?
Each engine retrieves from different sources and weighs them differently, so the brands it knows best differ too. Only 9 of 11 brands make the top 10 of every engine here; the rest depend on which engine the buyer opens.
What counts as a citation?
A link or source an engine shows alongside its answer. We record every cited domain, whether it appears inline or in the source list.
Why can AI mention a brand without citing its website?
Engines learn brand names from reviews, expert sites, retailers and forums, then cite those sources rather than the brand’s own pages. A brand can be named often while its own site is rarely among the sources.
What does “share of citations” mean?
Of all the citations one engine gave across our questions, the share that went to a given domain. The shares of one engine add up to 100%.
Will I get the same answers if I ask these questions myself?
Not word for word. AI answers vary between runs, accounts and locations, which is why we ask every question once to each engine and report a 95% range instead of a single answer.