Yext, Inc. (NYSE: YEXT), the leading brand visibility platform, has released a landmark study analyzing 6.8 million AI citations across ChatGPT (OpenAI), Gemini (Google), and Perplexity. The findings reveal that 86% of AI-generated citations originate from brand-controlled sources such as websites and listings — challenging the notion that forums like Reddit dominate AI visibility.

The study emphasizes that AI visibility depends heavily on consumer context — including location and intent — not just brand prominence. “Discussions about measuring AI visibility are missing the most important factor: the consumer,” said Christian J. Ward, Chief Data Officer at Yext. “Our research clears this up. The message for marketers is that the most impactful sources are the ones they already control.”

Key Findings: Owned Sources Lead the AI Citation Race

• Websites dominate: 44% of AI citations come from first-party websites, followed by listings (42%) and reviews/social (8%).

• Forums underperform expectations: Reddit and similar sites accounted for just 2% of citations after factoring in query intent and location.

• Platform differences: Gemini favors websites (52.1%), OpenAI leans toward listings (48.7%), while Perplexity diversifies with MapQuest and TripAdvisor.

• Unbranded queries matter: Nearly 60% of citations for unbranded, objective questions come from first-party websites and local pages.

Industry Breakdown: Control Varies by Sector

• Retail: 47.6% of citations from brand-owned websites.

• Finance: 48.2% from authoritative brand domains.

• Healthcare: 52.6% from directories like WebMD and Vitals.

• Food Service: 13.3% from reviews/social, 41.6% from listings.

Across all industries, Yext found that 86% of citations come from brand-owned or managed assets, giving marketers a clear roadmap to influence their AI visibility.

AI Search Adoption Is Accelerating

According to Yext’s companion report, The Rise of AI Search Archetypes, over half of U.S. consumers now use AI assistants weekly. Yet 64% of marketing leaders remain uncertain how to measure AI search success, and 72% believe AI search will overtake traditional SEO within three years.

“Structured, accurate data is the foundation of digital visibility,” said Mike Walrath, CEO of Yext. “This research proves that when brands control their data, they control their visibility.”

The Road Ahead: How Marketers Can Optimize for AI Search

Yext recommends marketers:

• Measure visibility locally to track citations by source and region.

• Structure brand facts in machine-readable formats connecting locations, services, and providers.

• Distribute verified data to the sources AI models trust most — websites, listings, and reviews.

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