Yext, Inc., the leading brand visibility platform, has released a landmark study uncovering how brands achieve visibility within the emerging world of AI-generated search results. The analysis examined 6.8 million AI citations the sources surfaced in responses across ChatGPT (OpenAI), Gemini (Google), and Perplexity and found that 86% of citations originate from sources brands already control, including their own websites and listings.
This finding challenges assumptions that platforms like Reddit dominate AI search results and provides marketers with actionable insights into influencing how brands appear in generative AI outputs. Using a “location-and-intent-first” methodology, Yext’s study captures how consumers actually experience AI search, rather than assessing brand visibility in generalized, context-free scenarios.
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“Discussions about measuring AI visibility are missing the most important factor: the consumer,” said Christian J. Ward, Chief Data Officer at Yext. “AI generates answers based on a person’s real-world location and context, not a generic brand view. Our research clears this up. We start with the consumer and their specific query. That is what determines visibility. The message for marketers is that the most impactful sources are the very ones they can already control or influence.”
Key Findings
- Websites dominate AI citations: Brand-owned websites accounted for 44% (2.9 million) of all citations, ahead of listings (42%) and reviews/social content (8%).
- Forums contribute minimally: Platforms such as Reddit and similar communities represented just 2% of citations once query intent and location were factored in.
- Model behaviors differ: Gemini favors websites (52.1%), OpenAI relies more on listings (48.7%), and Perplexity diversifies its sources across platforms like MapQuest and TripAdvisor.
- Industry variations:
- Retail – 47.6% of citations come from first-party websites.
- Finance – 48.2% of citations point to brand-owned domains and local pages.
- Healthcare – 52.6% from directories like WebMD and Vitals.
- Food service – listings lead at 41.6%, followed by reviews and social content at 13.3%.
Across all sectors, the research confirms that brands remain in control of 86% of their AI citations, emphasizing that structured, verified data remains the cornerstone of discoverability.
The Acceleration of AI Search
Yext’s insights coincide with a surge in AI search adoption. According to its related report, The Rise of AI Search Archetypes, over half of U.S. consumers now use AI tools such as ChatGPT, Gemini, or Perplexity at least weekly, with even stronger uptake among younger users.
Yet marketers are struggling to define success in this new environment.
- 64% of marketing leaders said they are unsure how to measure AI search performance.
- 72% believe AI search will outperform traditional SEO as a driver of customer acquisition within three years.
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A Clear Path for Marketers
The research provides a roadmap for brands to influence AI-generated visibility by focusing on the sources that matter most. Yext recommends marketers:
- Measure visibility locally and across websites, listings, and review platforms.
- Maintain a centralized, structured data system that connects locations, services, and products.
- Distribute verified facts to AI-trusted sources to ensure completeness and consistency.
“From the beginning, Yext has pioneered the idea that structured, accurate data is the foundation of digital visibility,” said Mike Walrath, CEO of Yext. “This research proves what we’ve always known: when brands control their data, they control their visibility. That’s the through-line of our innovation, and it’s why Yext continues to lead in a rapidly changing landscape.”
By revealing that AI citation patterns overwhelmingly rely on brand-managed information, Yext’s analysis offers clarity and a strategic advantage to marketers seeking a meaningful presence in the generative search era.
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