Maersk AI Prompt Discovery Report
by Novastacks AI
maersk.com | United Kingdom Market
October 13, 2026 | Prepared by Novastacks AI
Named in 17 of 30 · maersk.com cited in 15 of 30 · 4 AI engines
AI Uses maersk.com as a Source in 15 of 30 UK Buyer Questions. On Decision Questions, It Is 1 of 6.
We put 30 questions that UK importers, exporters and supply chain managers ask AI to Google's AI Overview, ChatGPT, Gemini and Perplexity on 13 October 2026. AI named Maersk in 17 of 30 answers and used a maersk.com page as a source in 15.
When the buyer already types "Maersk", Maersk is the source: all 5 branded questions use maersk.com. Before the buyer has a name, it fades. A Maersk page is used for 2 of 7 awareness questions and 1 of 6 decision questions on price, contract terms, warehousing cost and switching. Asked for the most recommended supply chain logistics providers in the UK, three of four engines left Maersk off the list.
In 6 more answers AI described Maersk without using any Maersk page. Across all 740 citations, the second most used domain after maersk.com is Trustpilot, ahead of every competitor's own website.
The 25 questions that do not name any brand, all four engines combined
| Provider | Named in the answer | Own website cited |
|---|---|---|
| Maersk | 12 of 25 | 8 of 25 |
| CMA CGM | 9 of 25 | 2 of 25 |
| DHL | 9 of 25 | 5 of 25 |
| MSC | 8 of 25 | 4 of 25 |
| Hapag-Lloyd | 6 of 25 | 3 of 25 |
| Kuehne+Nagel | 5 of 25 | 2 of 25 |
| DSV | 2 of 25 | 1 of 25 |
Method: 30 prompts, United Kingdom market, English, one run per engine on 13 October 2026. A question counts as using Maersk as a source when an engine links a maersk.com page, in its citation list or inside the answer text; review pages about Maersk on other sites count as third party. Named means Maersk appears in the answer text itself, not only in a link. One run is a snapshot: treat the counts as signals, not trends.
Maersk Is the Most Cited Source in the Set. 80% of Those Citations Come Where Buyers Already Know the Name.
How each engine uses maersk.com, and how often it describes Maersk from someone else's page
| Engine | Answers | Named Maersk | Used a maersk.com page | Named, no maersk.com page | Cited a third party page about Maersk |
|---|---|---|---|---|---|
| Google AI Overview | 30 | 15 | 10 | 7 | 8 |
| ChatGPT | 30 | 7 | 1 | 6 | 2 |
| Gemini | 30 | 16 | 10 | 6 | 0 |
| Perplexity | 30 | 11 | 11 | 3 | 5 |
ChatGPT is the outlier. It named Maersk in 7 answers and used a maersk.com page in 1. Gemini named Maersk most often, 16 times, and Google AI Overview 15 times, yet each described Maersk from someone else's pages in 6 and 7 of those answers. Perplexity uses Maersk's own pages most consistently: it linked maersk.com on 11 prompts and described Maersk from other pages on only 3. On 4 prompts Google AI Overview linked a maersk.com page inside its answer text without listing it as a citation; those count as Maersk being used as a source.
The Maersk pages AI cited
| maersk.com page | Times cited |
|---|---|
| /local-information/europe/united-kingdom | 4 |
| /transportation-services/ocean-transport | 4 |
| /transportation-services/maersk-spot | 3 |
| /local-information/europe/united-kingdom/local-solutions/customs-services | 2 |
| /local-information/europe/united-kingdom/import | 2 |
| /insights/digitalisation/2024/11/15/spot-shipping-with-maersk | 2 |
| /news/articles/2023/08/24/sealand-spot-becomes-maersk-spot | 2 |
| /transportation-services/ocean-transport/lcl | 2 |
| /ja-jp/local-information/europe/united-kingdom/local-solutions/inland-services | 1 |
| /news/articles/2025/06/04/europe-market-update-june | 1 |
Customs, Maersk Spot and the UK country pages carry most of the weight. Three of the Maersk links were the wrong language copy for a UK buyer: a Japanese version of the UK inland services page, a Mexican Spanish version of the UK customs page, and a German page that Google AI Overview linked inside its answer on hidden import costs. Gemini cited maersk.com 26 times through redirect links that hide the exact page, so those are counted for Maersk but left out of this page list.
A wider signal from our US tracking
Separately, Novastacks tracks AI answers to logistics technology questions in the United States. Between 6 September and 5 October 2026, 58 of those answers cited a maersk.com page and only 1 named Maersk in the text. Most of the citations pointed to a single 2024 article on freight forwarding trends for 2025, and 17 of them pointed to its Italian language copy in answers written for American readers. Different market and different questions, same pattern: AI uses Maersk's content without crediting Maersk.
Which UK Buyer Questions List Maersk as a Source, and Which Do Not
All 30 questions, by buying stage, with the engines that cited or named Maersk
AIO = Google AI Overview, GPT = ChatGPT, GEM = Gemini, PPX = Perplexity. "Used as source by" means the engine linked a maersk.com page, in its citations or inside the answer. "Named by" means Maersk appears in the answer text itself.
| # | Stage | Question | maersk.com used as source by | Maersk named by |
|---|---|---|---|---|
| P001 | Branded | Is Maersk reliable for shipping containers from Asia into the UK at the moment? | AIO, GEM, PPX | AIO, GPT, GEM, PPX |
| P002 | Branded | Maersk vs MSC for a UK importer moving around 200 FEU a year: which makes more sense? | GEM, PPX | AIO, GPT, GEM, PPX |
| P003 | Branded | How does Maersk handle UK customs clearance since Brexit? | AIO, GPT, GEM, PPX | AIO, GPT, GEM, PPX |
| P004 | Branded | Is Maersk Spot worth using instead of a contract rate for a mid-size UK retailer? | AIO, GEM, PPX | AIO, GPT, GEM, PPX |
| P005 | Branded | What do UK shippers say about Maersk customer service and cargo claims? | AIO, PPX | AIO, GPT, GEM, PPX |
| P006 | Awareness | What are the most recommended container logistics companies for UK importers? | None | AIO, GEM, PPX |
| P007 | Awareness | How is technology changing freight and logistics for UK importers in 2026? | None | None |
| P008 | Awareness | How are Red Sea and Middle East disruptions affecting transit times from Asia to UK ports? | None | GEM, PPX |
| P009 | Awareness | What hidden costs catch UK importers out after a container lands at Felixstowe? | AIO | None |
| P010 | Awareness | What are the most recommended supply chain logistics providers in the UK? | None | AIO |
| P011 | Awareness | How much can a UK business realistically cut supply chain emissions by switching to lower carbon shipping? | None | None |
| P012 | Awareness | Is it cheaper to ship LCL or wait and fill a full container for UK imports? | PPX | None |
| P013 | Evaluation | Which ocean carriers offer door to door service including UK inland haulage and customs? | AIO, GEM, PPX | AIO, GEM, PPX |
| P014 | Evaluation | How do I compare detention and demurrage free time between carriers shipping into the UK? | GEM, PPX | AIO, GEM |
| P015 | Evaluation | Do any shipping lines offer verified biofuel or low emission options for UK exporters? | GEM, PPX | AIO, GEM, PPX |
| P016 | Evaluation | How do carriers monitor reefer containers for pharmaceutical shipments into the UK? | PPX | None |
| P017 | Evaluation | Should a UK fashion brand use a carrier's own Midlands warehousing or a separate 3PL? | None | None |
| P018 | Evaluation | What should a UK importer check before handing customs clearance to their shipping line? | None | None |
| P019 | Evaluation | How reliable is instant online container booking compared with going through a forwarder? | None | GEM |
| P020 | Evaluation | Which logistics providers can push UK shipment tracking into our ERP through an API? | None | None |
| P021 | Decision | How much does it cost to ship a 40ft container from Shanghai to Felixstowe right now? | None | None |
| P022 | Decision | Is it worth switching ocean carriers mid contract if transit reliability keeps slipping? | None | None |
| P023 | Decision | What contract terms should a UK importer negotiate with a shipping line for 2027? | AIO | None |
| P024 | Decision | How much does contract logistics warehousing in the East Midlands cost per pallet? | None | None |
| P025 | Decision | Do integrated logistics providers actually save UK retailers money versus separate forwarders and hauliers? | None | None |
| P026 | Decision | What switching costs should we expect moving UK import volumes from a forwarder to a carrier's logistics arm? | None | AIO, GEM |
| P027 | Blind spot | Which carriers have the best schedule reliability on Asia to North Europe routes this year? | None | AIO, GEM, PPX |
| P028 | Blind spot | Who should a UK grocery importer trust for cold chain shipments from South America? | AIO, GEM | AIO, GEM |
| P029 | Blind spot | Is Maersk a good fit for a small UK business importing a few containers a year, or is it only for large shippers? | AIO, GEM, PPX | AIO, GPT, GEM, PPX |
| P030 | Blind spot | What are the most common complaints about Maersk from UK importers? | AIO, GEM | AIO, GPT, GEM |
| Stage | Questions | maersk.com used as source | Maersk named |
|---|---|---|---|
| Branded | 5 | 5 of 5 | 5 of 5 |
| Awareness | 7 | 2 of 7 | 3 of 7 |
| Evaluation | 8 | 4 of 8 | 4 of 8 |
| Decision | 6 | 1 of 6 | 1 of 6 |
| Blind spot | 4 | 3 of 4 | 4 of 4 |
The pattern holds across the funnel. Questions that name Maersk return Maersk pages. Questions a buyer asks before they have a shortlist rarely do. At the decision stage only the contract terms question reached a Maersk page, through a link Google AI Overview placed inside its answer; the questions on container price, warehousing cost, integrated logistics savings and switching did not, although maersk.com publishes pages on prices and quotes, its East Midlands Gateway warehouse and lead logistics. 9 questions produced answers that neither use nor name Maersk.
Asked for UK Supply Chain Providers, Three of Four Engines Leave Maersk Off the List
What each engine says when a UK buyer asks for a recommendation without naming anyone
"What are the most recommended container logistics companies for UK importers?"
| Engine | Providers named in the answer |
|---|---|
| Google AI Overview | Maersk, MSC, CMA CGM, Hapag-Lloyd, COSCO |
| ChatGPT | DHL, Kuehne+Nagel, GXO |
| Gemini | Maersk, MSC, Hapag-Lloyd, Expeditors |
| Perplexity | Maersk, CMA CGM, DHL, Kuehne+Nagel, DSV, DB Schenker, XPO |
"What are the most recommended supply chain logistics providers in the UK?"
| Engine | Providers named in the answer |
|---|---|
| Google AI Overview | Maersk, DHL, Kuehne+Nagel, DB Schenker, Wincanton, XPO, Culina |
| ChatGPT | DHL, Kuehne+Nagel, CEVA, GXO, Wincanton, XPO, Yusen |
| Gemini | DHL, Kuehne+Nagel, GXO, XPO, Culina, Unipart |
| Perplexity | DHL, Kuehne+Nagel, CEVA, GXO, Wincanton, XPO, Culina, Unipart |
On the container question, three of four engines include Maersk, and ChatGPT builds its list from forwarders and contract logistics firms instead. On the supply chain question, only Google AI Overview includes Maersk; ChatGPT, Gemini and Perplexity give the UK list to DHL, Kuehne+Nagel, GXO, XPO, Wincanton, Culina and CEVA. The maersk.com homepage title reads "Integrated Container Logistics & Supply Chain Services" (fetched 13 October 2026), but none of the four engines used a Maersk page for either question. These are two questions in a single run, so read them as a signal: in these answers, AI places Maersk among carriers more readily than among UK supply chain providers.
Review Sites, Trade Press and UK Niche Guides Write the Answers Maersk Is Missing From
The domains AI used across all 30 questions, and who fills the answers where Maersk does not appear
Every domain with 6 or more citations across the 30 questions, excluding maersk.com.
| Domain | Type | Appears for | maersk.com also used | Citations |
|---|---|---|---|---|
| trustpilot.com | Review platform | 4 questions | 3 of 4 | 26 |
| linkedin.com | Professional network | 9 questions | 4 of 9 | 17 |
| theloadstar.com | Trade press | 9 questions | 5 of 9 | 12 |
| msc.com | Competitor carrier | 5 questions | 5 of 5 | 12 |
| facebook.com | Social | 7 questions | 4 of 7 | 8 |
| reddit.com | Forum | 4 questions | 3 of 4 | 8 |
| google.com | Google page, linked by ChatGPT | 1 question | 1 of 1 | 8 |
| ciltuk.org.uk | Industry body | 1 question | 0 of 1 | 7 |
| hapag-lloyd.com | Competitor carrier | 3 questions | 2 of 3 | 7 |
| warehouseuk.co.uk | UK warehousing directory | 1 question | 0 of 1 | 7 |
| kuehne-nagel.com | Competitor logistics provider | 3 questions | 2 of 3 | 6 |
| clutch.co | Agency directory | 3 questions | 1 of 3 | 6 |
| gateway-cargo.com | UK freight forwarder | 4 questions | 2 of 4 | 6 |
| cargoson.com | Freight software | 1 question | 0 of 1 | 6 |
| sprintlaw.co.uk | UK law firm | 1 question | 1 of 1 | 6 |
Across 740 citations, the engines drew on 388 different domains. Trustpilot is the second most used source after maersk.com. It appears on the questions about reliability, customer service and claims, and complaints, and on the container logistics shortlist question, so review pages describe Maersk exactly where trust and shortlisting are decided. LinkedIn and Facebook posts, trade press such as The Loadstar, and competitors' own sites make up most of the rest.
The 9 questions where Maersk is absent, and who AI used instead
| Question | Most cited sources in those answers |
|---|---|
| How is technology changing freight and logistics for UK importers in 2026? | logisticsedge.co.uk, techradar.com, logistics.org.uk, timocom.co.uk |
| How much can a UK business realistically cut supply chain emissions by switching to lower carbon shipping? | businessclimatehub.uk, ecosourcinghub.co.uk, businessgreen.com, futuretransport-news.com |
| Should a UK fashion brand use a carrier's own Midlands warehousing or a separate 3PL? | beckdaleshipping.co.uk, global-fin-info.com, facebook.com, fashionunited.com |
| What should a UK importer check before handing customs clearance to their shipping line? | wayfindr.io, globalcust.co.uk, mercium.co.uk, gov.uk |
| Which logistics providers can push UK shipment tracking into our ERP through an API? | cargoson.com, royalmail.com, blog.shiphawk.com, supplychaindrain.com |
| How much does it cost to ship a 40ft container from Shanghai to Felixstowe right now? | globaltraderates.co.uk, dtfulogistics.com, drewry.co.uk, exfreight.com |
| Is it worth switching ocean carriers mid contract if transit reliability keeps slipping? | linkedin.com, blogs.tradlinx.com, breakbulk.news, youtube.com |
| How much does contract logistics warehousing in the East Midlands cost per pallet? | warehouseuk.co.uk, espaceglobalfreight.com, warehousingcosts.com, leicesterpalletstorage.co.uk |
| Do integrated logistics providers actually save UK retailers money versus separate forwarders and hauliers? | globalcorporatelogistics.com, seatransagencies.com, kbscorporate.com, csr-company.com |
These answers come from UK warehousing directories, freight rate sites, customs specialists and consultancies. Most of them are niche publishers rather than large brands, which is what makes this category of question open.
Roadmap: From Named to Cited on the Questions That Lead to a Contract
Three horizons, sequenced from measurement to authority
Horizon 1: Measure (0 to 30 days)
0-30 daysA tracked baseline for UK answers
Track these 30 questions weekly across all four engines, so a single run becomes a trend
Separate "cited" from "named" in every report, per the gap in Section 02
Add the questions buyers ask after these, starting with the decision stage gaps in Section 03
Horizon 2: Earn the source (30 to 90 days)
30-90 daysMaersk pages cited on unbranded and decision questions
Close the decision stage gap named in Section 03
Make the UK supply chain offer legible to AI, per "AI Shortlists Maersk as a Carrier" in Section 04
Correct the language copy problem in the US signal in Section 02, where engines cite the wrong locale
Horizon 3: Authority (3 to 6 months)
3-6 monthsMaersk present in the sources AI trusts for UK answers
Earn presence in the Section 05 source landscape, starting with UK trade press and industry bodies
Respond where reviews shape the trust questions, per the Trustpilot finding in Section 05
Tie AI visibility to qualified UK enquiries, not citation counts
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