Report: First-party websites, product listings dominate AI search citations
New research reveals that artificial intelligence tools are being misled by brand-controlled sources.
Nearly nine-in-10 (86%) citations from AI-generated search answers across ChatGPT, Gemini and Perplexity come from sources brands already control, such as websites and listings, according to new data from brand visibility platform Yext. First-party websites generated 2.9 million citations (44%), ahead of listings (2.9 million, 42%) and reviews/social (545,000, 8%).
For retail searches, almost half (47.6%) of citations come from first-party websites, which Yext says underscores the importance of structured, authoritative local pages. In food service, reviews and social content make up 13.3% of citations, the highest of any industry, while listings remain the single largest driver at 41.6%.
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Yext’s report found that Gemini favors websites (52.1%), while OpenAI leans on product listings (48.7%). Online forums like Reddit and similar platforms accounted for just 2% of citations once location context and query intent were applied.
In a previous survey it conducted, Yext found that more than half of U.S. consumers already use AI assistants at least once a week, with adoption higher among younger demographics. Almost two-thirds (64%) of marketing leaders in the survey said they are unsure how to measure success in AI search today, while 72% believe AI search will have a bigger impact on customer acquisition than traditional SEO within three years.
“Discussions about measuring AI visibility are missing the most important factor: the consumer,” said Christian J. Ward, chief data officer at Yext. “AI generates answers based on a person's real-world location and context, not a generic brand view. This has led to more confusion than clarity about what really powers AI. Our research clears this up. We start with the consumer and their specific query. That is what determines visibility. The message for marketers is that the most impactful sources are the very ones they can already control or influence.”
The results from Yext’s report are based on an analysis of 6.8 million AI citations collected from 1.6 million queries per model across ChatGPT, Gemini and Perplexity between July 1 and Aug. 31, 2025.
