Study Reveals: 86% of AI Quotes Depend on Brand-Controlled Channels

When considering the user’s actual location and search intent, platforms like Reddit and Wikipedia are less frequently mentioned in the responses generated by AI models such as ChatGPT, Perplexity, or Gemini. This is a key finding from a study released on October 9 by Yext, which analyzed 6.8 million references extracted from 1.6 million responses collected between July and August 2025.

With a “Location-First” Approach, 86% of AI References Originate from Brand-Controlled Channels

To challenge the idea previously suggested by other studies that community platforms like Wikipedia or Reddit are preferred by AIs such as ChatGPT, Gemini, or Perplexity, Yext employed a different strategy: simulating real user behavior. The researchers submitted specific, geographically situated queries with a clear search intent to see how these factors would influence the AI-generated responses.

“Discussions about measuring visibility in AI overlook the essential element, which is the consumer. AI generates responses based on the actual location and context of a person, not a generic view of the brand. This creates more confusion than clarity about the real drivers of visibility,” explained Christian Ward, chief data officer at Yext.

With this “location-first” approach, the American company specializing in online visibility demonstrates that 86% of the citations come from channels already under various degrees of brand control:

• 44% of the citations come from brand websites, namely proprietary content,
• 42% come from business listings on platforms like Google Business Profile or TripAdvisor, which brands can manage and update,
• 8% come from review platforms or social networks such as Yelp, Google, or Facebook, where brands “can actively participate,” Yext reminds.

While each generative AI tool has its preferences (Gemini favors websites, while ChatGPT relies more on business listings), none significantly highlight community platforms, according to the study. “Reddit and similar platforms only account for 2% of the citations once location and intent are considered,” adds Yext.

Yext’s Tips for Enhancing Presence in AI-Generated Responses

As generative AI becomes a major search channel, this finding offers reassurance to brands: it contradicts the notion that visibility in ChatGPT or Gemini is monopolized by forums, and shows instead that it can be controlled. “The study reveals that visibility in AI responses primarily depends on structured and consistent information, disseminated through the right sources,” Yext highlights.

To enhance their presence in AI-generated responses, the American company offers several recommendations to brands:

• Assess their local visibility across all channels to identify “coverage areas and gaps,”
• Centralize and structure their essential information, such as sales points or contact data, “to make it readable and reliable for AI,”
• Publish this data on sources favored by AI, like websites or business listings.

Access the full study