Yext, Inc., the leading brand visibility platform, released a groundbreaking study, analyzing 6.8 million AI citations across ChatGPT, Gemini, and Perplexity. The research reveals that 86% of citations come from brand-controlled sources like websites (44%) and listings (42%), debunking myths about forums like Reddit (2%) dominating AI search. This emphasizes the critical role of structured, location-specific data in driving visibility as AI search adoption surges.
Unlike brand-level studies that overemphasize forums, Yext’s analysis focuses on consumer queries with location and intent context, revealing how AI visibility works in practice. Christian J. Ward, Chief Data Officer at Yext, stated, “Discussions about measuring AI visibility are missing the most important factor. The consumer. AI generates answers based on a person’s real-world location and context, not a generic brand view.” The study, using Yext’s Scout platform, tested queries across branded/unbranded and objective/subjective quadrants, showing first-party websites and local pages dominate unbranded objective searches (60%).
The study highlights distinct citation patterns:
AI models vary: Gemini prioritizes websites (52.1%), OpenAI favors listings (48.7%), and Perplexity diversifies across MapQuest and TripAdvisor.
Yext’s Rise of AI Search Archetypes report (March 20–April 6, 2025, 2,237 consumers) shows 62% trust AI for brand discovery, with 43% using tools like ChatGPT daily. Yet, 64% of marketers struggle to measure AI search success, and 72% predict it will outpace traditional SEO for customer acquisition within three years.
Yext advises brands to:
Mike Walrath, CEO of Yext, emphasized, “When brands control their data, they control their visibility. That’s the through-line of our innovation.”
As per the finance card above, Yext’s stock (YEXT) at $8.425 reflects a year-to-date gain from $6.65 (2024 average), though below its 1-year high of $9.20. Its focus on AI-driven visibility aligns with a $50B+ digital marketing market, positioning Yext to capitalize on growing demand for structured data solutions.
Explore the full findings at Yext’s research page: https://www.yext.com/research/article/ai-citati...
Yext (NYSE: YEXT) is the leading brand visibility platform, built for a world where discovery and engagement happen everywhere—across AI search, traditional search, social media, websites, and direct communications. Powered by over 2 billion trusted data points and a suite of integrated products, Yext provides brands the clarity, control, and confidence to perform across digital channels.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.