Modern Asset Lab Launches Match Protocol for AI Search Visibility

Oct 14, 2026
Modern Asset Lab launched Match Protocol, a framework that measures whether AI services find, verify and recommend businesses. Its benchmark placed 80 of 100 small businesses in the lowest scoring tier.

Modern Asset Lab announced in a press release the launch of Match Protocol, a five layer framework for measuring and improving how businesses appear in answers from ChatGPT, Google AI Overviews, Perplexity and Gemini.

The company tested 100 small businesses across 10 industries and 11 US metropolitan areas. Each business appeared in an average of 27.8 buyer conversations. AI services never recommended 36 businesses and never named 31, while 80 businesses placed in the lowest scoring tier. The average score was 50.9 out of 100. Modern Asset Lab said the sample provides directional findings and is not nationally representative.

Match Protocol scores businesses across five stages: Found, Matched, Recommended, Trusted and Chosen. The Recommended stage accounts for 35 percent of the score, while the other stages measure whether AI can read, identify and verify a business and whether its website supports customer conversion.

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