What happens when a consumer asks a chatbot about the best local coffee shop, and your brand isn’t mentioned? In 2025, with over half of U.S. consumers turning to AI assistants like ChatGPT or Gemini weekly, this scenario isn’t just a missed opportunity—it’s a critical blind spot that could cost you visibility and trust. A groundbreaking study by a leading brand visibility platform reveals how AI citations are reshaping the way companies connect with customers, often bypassing traditional search engines. This isn’t merely about being found; it’s about controlling the narrative in a digital landscape where AI answers are becoming the first point of contact for millions.
Why Brands Must Dominate AI Conversations
The significance of this shift cannot be overstated. As AI search tools gain traction, they’re not just supplementing Google—they’re redefining discovery. Research shows that 72% of marketing leaders believe AI search will eclipse traditional SEO in driving customer acquisition by 2027. This isn’t a distant concern; it’s a pressing reality for any business aiming to stay relevant. With consumers increasingly relying on chatbots for quick, contextual answers, the absence of a brand in these responses could mean losing trust and traffic at the very start of the customer journey.
The stakes are high, and the confusion is real. A staggering 64% of marketers admit they’re unsure how to measure success in this new arena. This uncertainty underscores the need for clarity on how AI platforms cite brands and what drives visibility in their responses. Understanding this mechanism is no longer optional—it’s the foundation for staying competitive in a world where AI shapes first impressions.
The Surge of AI Search and Brand Exposure
AI search isn’t a niche trend; it’s a daily habit for many. With usage soaring among younger demographics, platforms like Perplexity and Gemini are becoming go-to sources for everything from product recommendations to local services. This rapid adoption means brands must pivot from traditional optimization tactics to strategies that align with AI’s unique way of processing and presenting information. The old rules of SEO are still relevant, but they’re no longer enough to guarantee a spot in the consumer’s line of sight.
Marketers are feeling the pressure to adapt, yet the path forward isn’t always clear. The data highlights a critical gap: while consumer reliance on AI grows, many businesses lack the tools or knowledge to influence where and how they appear in chatbot replies. This disconnect presents both a challenge and an opportunity for companies willing to rethink their digital presence with AI in mind.
Breaking Down AI Citations Across Platforms and Sectors
Diving into the numbers, the study analyzed 6.8 million AI citations from 1.6 million queries, uncovering striking patterns. A remarkable 86% of these citations stem from brand-controlled sources such as websites (44%) and business listings (42%), while forums like Reddit barely register at 2%. This finding shatters the myth that uncontrolled platforms dominate AI answers, proving that structured, authoritative content is key to visibility in this space.
Platform preferences add another layer of complexity. Gemini leans heavily on websites for over half of its citations at 52.1%, whereas ChatGPT prioritizes listings at 48.7%. Industry trends also vary widely—healthcare brands see 52.6% of citations from directories, while food service businesses benefit from reviews, contributing 13.3% of their mentions. These differences emphasize that consumer context, including location and query intent, plays a pivotal role in determining how and where a brand appears.
Real-world implications come into focus with specific examples. A retailer with optimized local pages might dominate unbranded, objective queries, while a restaurant with strong review profiles could capture subjective searches. This granular insight shows that a one-size-fits-all approach won’t cut it; tailored strategies are essential to maximize exposure across diverse AI ecosystems.
Expert Voices on Mastering AI Narratives
Insights from industry leaders add weight to these findings. Mike Walrath, CEO of a prominent visibility platform, asserts, “Control your data, and you control your visibility in AI search.” This perspective aligns with the study’s emphasis on leveraging brand-owned assets to shape chatbot responses. It’s a powerful reminder that in the AI era, data isn’t just information—it’s influence.
Beyond executive input, the broader marketing community echoes a sense of urgency mixed with uncertainty. Many leaders express frustration over the lack of clear metrics for AI success, yet they recognize the potential for transformative impact. Consider a hypothetical scenario: a national retailer updates its local store pages with consistent, structured data and sees a 30% uptick in AI citations within weeks. Such outcomes illustrate how actionable steps, grounded in expert guidance, can turn ambiguity into advantage.
Practical Strategies to Amplify AI Presence
Turning insight into action, the research offers a clear roadmap for brands eager to enhance their AI visibility. The first step is measuring presence at the local level—analyzing where citations occur and identifying gaps across regions. This detailed approach helps pinpoint weaknesses, whether it’s missing listings or outdated website content, ensuring no opportunity slips through the cracks.
Next, centralizing data becomes critical. By unifying information about locations, services, and offerings into a machine-readable format, brands make it easier for AI models to access and cite their content. Finally, distributing accurate, consistent details to trusted sources—think websites, review platforms, and directories—ensures alignment with the preferences of major AI tools. These steps, while straightforward, demand commitment and precision to yield measurable results.
A practical example brings this to life: a healthcare provider updates its directory profiles across key platforms, resulting in a noticeable boost in citations for local patient queries. Such success stories highlight that with the right focus, brands can directly influence their standing in AI-generated answers, transforming data management into a competitive edge.
Reflecting on AI’s Role in Brand Evolution
Looking back, the exploration of AI citations painted a vivid picture of a digital shift that caught many by surprise. The revelation that brands control the vast majority of their visibility through owned assets like websites and listings was a game-changer, offering a sense of empowerment amid rapid change. Industry variations and platform quirks added depth to the narrative, showing that adaptability is non-negotiable.
As the dust settles, the path forward becomes clearer. Brands must prioritize structured data and local optimization, ensuring their digital footprints align with AI preferences. The next steps involve continuous monitoring and refinement—testing citation strategies, updating content, and staying attuned to evolving consumer behaviors. By embracing these actions, companies position themselves not just to survive, but to thrive in an era where AI shapes the very first hello with customers.