Yext Research Reveals 86% of AI Citations Come from Brand-Managed Sources, Providing Guidance for Marketers in AI Search Era

A Yext study analyzed 6.8 million AI citations across ChatGPT, Gemini, and Perplexity, finding that 86% of citations come from brand-managed sources such as websites and listings. This clarifies how marketers can compete in the AI search era. Websites are the top citation source, accounting for 44% of citations, while forums like Reddit account for only 2%. The study also found that AI models show distinct preferences and that citation patterns vary by question type and industry.

A recent study by Yext, Inc. (NYSE: YEXT) has provided valuable insights into the role of AI citations and brand visibility. The study analyzed 6.8 million AI citations across ChatGPT, Gemini, and Perplexity, revealing that 86% of citations come from brand-managed sources such as websites and listings Yext Research: 86% of AI Citations Come from Brand-Managed Sources, Clarifying How Marketers Can Compete in the AI Search Era^[1].

The research, conducted using Yext's Scout platform, found that websites are the top citation source, accounting for 44% of citations. Listings and reviews/social content followed, with 42% and 8% of citations, respectively. Forums like Reddit accounted for only 2% of citations once location context and query intent were applied Yext Research: 86% of AI Citations Come from Brand-Managed Sources, Clarifying How Marketers Can Compete in the AI Search Era^[1].

The study also highlighted distinct preferences among AI models. Gemini favors websites, while OpenAI leans on listings, and Perplexity diversifies across MapQuest and TripAdvisor. Citation patterns vary significantly by question type and industry. For unbranded objective queries, first-party websites and local pages made up nearly 60% of citations, while branded or subjective queries leaned more heavily on listings and reviews Yext Research: 86% of AI Citations Come from Brand-Managed Sources, Clarifying How Marketers Can Compete in the AI Search Era^[1].

Industry-specific differences were also noted. Retail relies on owned websites, finance favors authoritative domains, healthcare depends on directories, and food service is reputation-driven. Across industries, brands hold control over 86% of citations, offering marketers a clear path to influence visibility in AI search Yext Research: 86% of AI Citations Come from Brand-Managed Sources, Clarifying How Marketers Can Compete in the AI Search Era^[1].

The findings come at a time when consumer adoption of AI search is surging. According to a recent Yext report, more than half of U.S. consumers use AI assistants at least once a week, with younger demographics leading the trend. This surge has made AI visibility a critical concern for marketers, with 64% unsure how to measure success in AI search today and 72% believing AI search will have a bigger impact on customer acquisition than traditional SEO within three years Yext Research: 86% of AI Citations Come from Brand-Managed Sources, Clarifying How Marketers Can Compete in the AI Search Era^[1].

To increase citation rates and appear in AI-generated answers, brands should measure visibility at the local level, structure brand facts in a centralized system, and distribute information to trusted sources. Yext's research underscores the importance of structured, accurate data as the foundation of digital visibility Yext Research: 86% of AI Citations Come from Brand-Managed Sources, Clarifying How Marketers Can Compete in the AI Search Era^[1].