AI search favors company websites, listings over forums: Study

A new study shines light on how AI-powered search platforms generate answers to consumers’ questions, finding that they lean heavily on ‘brand-managed’ sources rather than discussion forums like Reddit.

What’s happening: When AI search tools return a result, they often include links, also known as ‘citations,’ detailing where the information was derived.

The study, which analyzed 6.8 million AI citations collected from 1.6 million queries, found that 86 percent of such citations come from company websites and business listings. (The study was published last week by brand visibility platform Yext.)

Go deeper: Across ChatGPT, Perplexity, and Google’s Gemini, researchers analyzed both objective and subjective queries — ‘near me’ and ‘who are the best near me,’ respectively — and tracked the citation sources:

Websites: 44 percent
Listings (incl. Google Business Profiles): 42 percent
Reviews and social media: 8 percent
Online forums: 2 percent

“Forums are less influential than expected,” Yext writes.

Of note: “Gemini favors websites (52.1%), [ChatGPT] leans on listings (48.7%), and Perplexity diversifies across MapQuest and TripAdvisor,” it adds.

Why it matters: 75 percent of consumers are using AI tools more today than they were one year ago, with nearly half using them daily, according to a separate survey commissioned by Yext.

By 2026, research firm Gartner predicts that traditional search engine volume will drop 25 percent due to AI chatbots and virtual agents taking share.

The intrigue: “Most current research on AI citations is based on a brand-level perspective that ignores the user’s location or context,” which has led to sources like Wikipedia and Reddit often appearing as top citations, Yext explains.

Yes, but: Such methodology “doesn’t accurately reflect typical citation patterns when individual users engage with the AI,” it adds. “Once the user’s location and context are considered, as is usually the case for most business-related questions, the citation patterns shift significantly.”

What they’re saying: “We start with the consumer and their specific query. That is what determines visibility,” Christian Ward, Chief Data Officer at Yext, said in a statement. “The message for marketers is that the most impactful sources are the very ones they can already control or influence.”