The evoked set (or spontaneous set) is the top brands an AI model names unprompted when describing a buyer scenario — for example “which vendors would you consider for enterprise CRM?”
In AI Recommendation, evoked-set results sit alongside assisted recommendation rankings (when the model picks from a supplied peer list). A brand that appears only when assisted but not in the evoked set may have weak spontaneous AI salience.
Evoked-set analysis helps marketing teams understand whether AI would think of them at all in a category, not only whether they win a forced comparison.