961 offerings compete for attention. Let evidence speak.

AI buyers have changed how they shortlist. A polished demo still matters, but it no longer gets an offering past procurement. Buyers want to know where data is stored, whether customer data trains the model, how the price is counted, which certificates the provider holds and which systems it connects to. They want those answers in writing, with a date.

The Good AI Prism puts those facts on one map. Each of its 961 offerings has a profile built on the same fields, so a buyer comparing three customer-service agents sees the same six tiles for each. Where a provider documents a fact, the tile shows it with an evidence mark. Where a provider has not published it, the tile stays off the card and the profile page lists it as a question for the buyer to ask.

What that means for providers

For providers, the logic is simple. Clear, documented facts make an offering easier to choose. A profile with price, billing unit, data location, training use, certificates and integrations answers the buyer's first six questions before a sales call. The Customer Service topic area shows how buyers see those profiles side by side.

The provider products

Provider Basic is a free factual listing for eligible offerings. It gives buyers a sourced starting point and gives the provider a route to correct facts. Profile Plus keeps a presentation structured, current and connected to its sources. Provider Professional adds a coherent dossier: capability, operating conditions and supporting material in one place. Provider Portfolio makes a multi-product line easier to understand while keeping each offering distinct, and the Enterprise Provider Programme coordinates coverage and review work across a large portfolio. Access to the paid programmes is on request while they are set up with first providers.

Independent evidence

The Independent Evidence Programme is different in kind. A provider commissions a defined examination of specific product claims against agreed evidence criteria. ETHORITY's analysts carry it out and publish the result as an ETHORITY finding, whichever way it falls. The insight on why vendor claims need evidence explains why buyers value that separation: a claim checked by a party with no stake in the answer carries more weight than the same claim repeated louder.

Separation by design

Three lines run through every provider product. Provider-submitted content is labelled as provider content. ETHORITY findings are labelled as ETHORITY analysis. And editorial order on the map follows stated evidence criteria. Corrections of fact are open to every provider at no charge, because an accurate map serves everyone.

From listing to buyer decision

A profile is where many buyer decisions start. Buyers move from the map to a shortlist, compare up to three offerings and often request an AI Decision Brief. The facts in that Brief come from the same profiles, with the same marks and dates. A provider that keeps its profile complete and current is present at exactly the moment a buyer decides.

For the market as a whole, the Good AI Prism market study reports how many providers publish which facts. That view rewards transparency in public: the providers that document clearly are the ones buyers can compare with confidence.

What a strong profile contains

The strongest profiles share a pattern. They state the pricing unit and a published price, or say clearly that pricing is quote-based. They name the data location and whether an EU option exists. They state in their terms, not only in a blog post, whether customer data is used for training. They list certificates with the issuing body and the scope. And they name the systems they integrate with, rather than claiming hundreds of integrations without a list.

The legal and compliance area shows how far documentation already goes in some markets: several legal AI profiles carry a dozen or more sourced facts. In other areas the same fields are often empty. For a provider, closing those gaps is the cheapest form of marketing there is. Buyers who reach the shortlist stage through the free Public Navigator tool see a complete profile and a sparse one side by side.

For providers in fast-moving topic areas, the HR & Recruiting topic area is a useful benchmark: AI used in recruitment is listed as high-risk under Annex III of the AI Act, so buyers ask for training terms, data location and human oversight before anything else. Providers that answer those questions in their documentation make the buyer's compliance work shorter, and that is visible on the card.