Brands already control the vast majority of sources used by artificial intelligence (AI) platforms, challenging assumptions about the influence of third-party forums in the emerging AI search landscape.
Yext examined 6.8 million citations across OpenAI’s ChatGPT, Google’s Gemini and Perplexity, and discovered that 86% originate from brand-controlled sources, including websites, business listings and review platforms. The research suggests Reddit and similar forums play a far smaller role than many marketers assumed, accounting for just 2% of citations when location and search intent are factored in.
“Discussions about measuring AI visibility are missing the most important factor: the consumer,” Yext Chief Data Officer Christian J. Ward said. “AI generates answers based on a person’s real-world location and context, not a generic brand view.”
The study found that first-party websites generated 2.9 million citations, representing 44% of the total, while business listings accounted for 42%. Reviews and social media content made up 8% of citations. Each AI platform showed distinct sourcing patterns, with Gemini favoring websites at 52%, OpenAI relying heavily on listings at 49%, and Perplexity drawing from diverse sources, including MapQuest and TripAdvisor.
Citation patterns varied significantly by industry. Healthcare brands saw 53% of their citations come from directories like WebMD and Vitals. Retail and finance sectors relied heavily on owned websites, at 48% each. Food service businesses faced the most reputation-driven landscape, with reviews and social content accounting for 13% of citations — the highest of any sector studied.
The study’s location-first methodology examined how AI platforms respond to specific queries with geographic and contextual intent, rather than generic brand-level searches, providing what Yext characterizes as a more realistic view of how AI visibility functions in practice.
The findings arrive as AI search adoption accelerates among consumers. Yext’s recent research shows more than half of U.S. consumers use AI assistants at least weekly, with higher adoption among younger demographics. However, 64% of marketing leaders report uncertainty about measuring AI search success, while 72% believe AI search will surpass traditional SEO’s impact on customer acquisition within three years.
“From the beginning, Yext has pioneered the idea that structured, accurate data is the foundation of digital visibility,” Yext CEO Mike Walrath said. “This research proves what we’ve always known: when brands control their data, they control their visibility.”
The company recommends brands measure visibility at the local level, structure information in centralized systems to ensure machine readability, and distribute content across websites, listings, and review platforms that AI systems prioritize.
