The analysis of the presence of artificial intelligences on the web challenges preconceived ideas. A recently published study reveals that 86% of citations about AIs come from sources controlled by brands. This finding questions the presumed dominance of community platforms, highlighting the importance of a location-oriented approach. Through a rigorous approach, brands can now enhance their online visibility and optimize their communication strategies. The mastery of information is a powerful lever that companies must exploit. _Tightly controlled sources offer a distinct advantage in AI results_.
A revealing study by Yext
A comprehensive analysis conducted by Yext challenges persistent biases regarding the impact of artificial intelligences such as ChatGPT, Gemini, or Perplexity. This research examined 6.8 million citations drawn from 1.6 million responses generated between July and August 2025. It highlights that localization and search intent have a significant influence on the responses generated by these technologies.
A location-centered approach
Yext adopted an innovative methodology, advocating for a “location first” approach to better understand user behaviors. Researchers addressed geographically targeted queries that considered search intent. The results show that the responses of artificial intelligences primarily favor channels controlled by brands, reducing the significance of community platforms.
Prevalence of brand citations
The results illuminate a striking observation: 86% of artificial intelligence citations come from sources controlled by brands. Specifically, 44% of the citations come from the companies’ websites, reflecting the creation of proprietary content. Meanwhile, 42% originate from company listings on platforms like Google Business Profile or TripAdvisor, while 8% come from social media and review platforms.
Expectations of community platforms
The commonly held opinion regarding the preeminence of community platforms like Wikipedia or Reddit proves to be misleading. According to Yext’s study, these platforms account for only a fraction of citations. Indeed, after accounting for geographic location and intentions, community platforms contribute only 2% to the responses generated by artificial intelligences.
Recommendations to optimize brand visibility
With the rise of artificial intelligences as search channels, Yext provides several recommendations to strengthen brand presence in the responses generated by these technologies. Assessing local visibility helps identify gaps in coverage. Centralizing and structuring essential information is another crucial step. This facilitates their readability and reliability in the eyes of artificial intelligences.
Importance of structured information
The study emphasizes that visibility in responses generated by artificial intelligence relies primarily on structured and coherent data. Brands must disseminate their information on sources favored by AI systems, such as their own websites and business listings. This approach can significantly increase their chances of appearing in the results produced by these technologies.
Analysis of AI tool preferences
Artificial intelligence tools exhibit varied preferences in their source selection. For instance, Gemini favors websites, while ChatGPT turns to business listings. These choices reflect the need for relevant and accessible content based on authentic data. This trend underscores the importance of a well-thought-out strategy to enhance visibility.
Frequently asked questions about the revealing analysis of artificial intelligences
What are the main conclusions of the Yext study regarding references to artificial intelligences?
The Yext study reveals that 86% of citations generated by artificial intelligences, such as ChatGPT or Gemini, come from sources controlled by brands, including their own websites and business listings.
How does location influence the responses of artificial intelligences?
The user’s location plays a crucial role in generating responses by AI, leading to less frequent citations from community platforms when search intent is specified.
Why do community platforms like Wikipedia or Reddit not often appear in AI-generated responses?
These platforms represent only 2% of citations when location and search intent are considered, unlike sources directly controlled by brands that dominate the results.
How can brands increase their visibility in AI responses?
Brands should centralize and structure their essential information, such as contact details and points of sale, and ensure they are published on sources favored by AIs.
What types of sources are considered “controlled by brands”?
Sources controlled by brands include their websites, business listings on platforms like Google Business Profile, as well as review platforms and social networks where they have an active presence.
What recommendations does Yext give to brands to optimize their visibility?
Yext recommends that brands assess their visibility at the local level, centralize their key information, and publish it on platforms recognized by AIs to improve their presence in generated results.
What differentiates the preferences of different AI tools, such as ChatGPT and Gemini?
Each AI tool has its preferred sources: Gemini favors websites, while ChatGPT leans more towards business listings, but neither actually favors community platforms.
