How AI Chooses Sources: 8,000 Citations Reveal the Secrets

As generative AI becomes a staple in online search, understanding which sources get cited has never been more crucial.

According to a recent study by Rankscale.ai, nearly 8,000 citations across 57 diverse queries were analyzed to determine how leading AI engines like ChatGPT, Google Gemini, Perplexity AI and Google AI Overviews—source information.

The findings provide a roadmap for brands aiming to increase visibility in AI-generated answers.

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The Rankscale.ai data offers detailed report, revealing distinct patterns in citation behavior, the role of query intent, and actionable strategies for SEO success.

Why AI Citations Matter More Than Ever

As AI-generated answers proliferate, understanding which sources get cited and why—has become critical for any brand.

Generative AI engines like ChatGPT, Google Gemini, Perplexity and Google AI Overviews often pull content from top-ranking search pages, but their preferences in source selection vary widely.

Preferences for these trusted sources vary widely, particularly for outputs that utilize the web through retrieval-augmented generation (RAG). By aligning content with reputable sources, brands can improve their chances of being referenced, strengthening their reputation and positioning as a reliable authority in their industry.

Brands that are consistently cited in AI outputs benefit from:

• Enhanced visibility in generative search results
• Credibility and authority among audiences
• Increased traffic to web properties via linked citations

Yet, AI citation patterns are not uniform. The same content might be cited by one model and ignored by another, depending on its authority, depth and format.

AI Engine Citation Patterns

Each AI engine exhibits a unique preference for the types of sources it cites and affects how content gains visibility.

ChatGPT: The Authority Seeker

ChatGPT, powered by OpenAI’s GPT-4o, favors established, factual and authoritative sources.

Wikipedia dominates with 27% of citations, while news outlets like Reuters (~6%) and Financial Times (~3%) follow. Blogs account for ~21% of citations, with comparison portals (e.g., ValuePenguin) at ~17%.

Interestingly, user-generated content (UGC) such as forums or social media barely appears and vendor blogs are rarely cited (<3%).

SEO Takeaway: To be cited by ChatGPT, brands need neutral, reference-style content. A strong presence on Wikipedia, reputable blogs and global news platforms is key.

As Olaf Kopp notes, LLMs tend to avoid overtly commercial sources.

Google Gemini 2.0 Flash: The Balanced Synthesizer

Gemini blends authoritative sources with community content. Blogs (~39%) and news (~26%) dominate its citations, while YouTube is the most cited individual domain (~3%).

Wikipedia is cited less than in ChatGPT, and community content makes up ~2%.

Gemini excels at mixing professional reviews with peer feedback, particularly for consumer-focused queries.

Important SEO Takeaway: Brands should focus on high-quality blogs, authoritative media and YouTube content. A broad web presence and deep content coverage improve visibility.

Perplexity AI: The Expert and Review Curator

Perplexity emphasizes expert sources and niche review sites. Blog/editorial content represents ~38% of citations, news ~23% and specialized review platforms (~9%) like NerdWallet and Consumer Reports are prominent.

UGC appears selectively, depending on the topic for example, finance queries lean on expert sites, while e-commerce may include Reddit discussions.

SEO Takeaway: Brands should maintain a presence on niche, high-authority review platforms, engage in relevant forums and publish data-driven guides and comparisons.

Google AI Overviews: The Broad Aggregator

AI Overviews pulls from the widest range of sources, which reflects Google Search diversity. Blogs (~46%) and mainstream news (~20%) form the bulk, while community content (~4%, including Reddit/Quora) and social media (LinkedIn) also contribute.

Vendor-authored product blogs appear (~7%), while Wikipedia is rare (<1%).

A unique feature: 82.5% of citations link to deeply nested pages, not homepages, prioritizing content-rich subpages.

SEO Takeaway: Visibility here requires a multi-faceted web presence, including blogs, news outlets, forums, Q&A platforms and structured guides on your own site.

How Query Type Shapes Citations

Citation patterns differ significantly based on query intent:

B2C Queries

For questions like “best smartphones” or “top airlines,” AI citations focus on:

• Media platforms (YouTube)
• Tech review sites (PCMag, CNET)
• Community content (Reddit, Quora, Consumer Reports, TripAdvisor)

Official company sites or blogs rarely appear (<4%). The AI blends expert reviews with crowd sentiment, reflecting consumer decision-making.

SEO Implication: Target popular review sites, authoritative blogs, Wikipedia entries and community threads for consumer-focused content.

B2B Queries

For queries like “top CRM software” or “best SEO vendors,” the emphasis shifts to:

• Industry-specific publications (TechTarget, QSR Magazine, FiercePharma)
• Vendor blogs and product pages (~17% of citations)
• Analyst reports (Gartner, Statista) and LinkedIn expert content (~2%)

UGC is minimal, highlighting the need for data-driven, authoritative content for professional audiences.

SEO Implication: Focus on industry publications, directories, analyst reports, LinkedIn expertise and detailed product comparisons on your site.

Mixed-Interest Queries

Queries like “top pharmaceutical companies” or “renewable energy firms” rely on neutral, factual sources: government and academic sites, news, and industry reports.

Blogs and news make up ~70% of citations, while user opinions and promotional content are limited.

SEO Implication: Secure mentions in industry reports, official rankings and news sources, emphasizing data-driven, objective content.

The Role of Product Blogs

Vendor blogs that too especially “best X” or “top Y” comparisons, are increasingly cited:

• Cited ~7% of the time by Perplexity, AI Overviews and Gemini
• Rarely cited by ChatGPT (~1%)

Examples include Thinkific, LearnWorlds, Monday.com, Pipedrive, SE Ranking and HP.

These blogs fill content gaps and often rank highly in search, making them prime citation targets for AI engines.

Create thorough, objective, data-driven comparison posts. Avoid overly promotional content to maintain credibility and E-E-A-T compliance.

Brand Visibility and Citation Frequency

AI engines differ in the number of brands cited per answer:

• ChatGPT and AI Overviews: ~3-4 brands, focusing on market leaders (Netflix, Salesforce, Expedia)
• Gemini: ~8 brands, including secondary players
• Perplexity: ~13 brands, offering opportunities for niche visibility

Top-cited brands usually reflect real-world market leaders, confirming a strong link between brand recognition and AI citations.

As per reports always focus on high visibility scores, reflecting detection rate and rank, increase the likelihood of AI citations.

Key Recommendations for AI-Optimized SEO

1. Monitor AI citations with specialized tools
2. Dominate third-party authority sites: blogs, news outlets, review platforms
3. Build foundational authority: Wikipedia, Google Knowledge Panel
4. Engage in relevant communities: Reddit, Quora, industry forums
5. Create category hub content: structured guides, comparison posts, listicles
6. Amplify E-E-A-T signals: author credibility, source citations, testimonials
7. Target trusted industry hubs: niche expert sites and publications
8. Diversify web presence: combine your site with authoritative third-party mentions

The Future of AI Citations

The data is clear, data AI citations are not random. They reflect authority, credibility, content depth and web presence.

For marketers, appearing in AI-generated answers is less about chasing AI trends and more about building strong SEO foundations, diversified content, and meaningful web visibility.

Whether you are targeting B2B professionals, B2C consumers or mixed audiences, understanding AI citation patterns and strategically creating content to match can position your brand at the forefront of generative search results.