Yext Inc. Unveils Groundbreaking Research on AI Citations in the Evolving Search Landscape
1. Analysis Reveals Dominance of Brand-Managed Sources in AI Search
On October 9, 2025, Yext Inc. (NYSE: YEXT), a leader in brand visibility solutions, released a pivotal study analyzing 6.8 million AI citations. This analysis, which encompasses data from popular AI models including ChatGPT (OpenAI), Gemini (Google), and Perplexity, aims to clarify the competitive landscape for marketers in the rapidly evolving AI search era.
The study's findings underscore that 86% of AI citations originate from sources that brands already control, such as their own websites and listings. This revelation dispels common misconceptions regarding the influence of community-driven platforms like Reddit and provides marketers with actionable insights to strategize effectively as consumer reliance on AI search grows.
2. The Consumer-Centric Approach
Yext's Chief Data Officer, Christian J. Ward, emphasized the importance of focusing on consumer behavior: “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." This consumer-first perspective forms the backbone of Yext’s research, illustrating that brand visibility is intrinsically tied to individual user queries and intent.
3. Key Findings of the Research
Citation Sources Breakdown
The research revealed distinct patterns in citation sources:
- Websites Lead the Pack: First-party websites accounted for 2.9 million citations (44%), closely followed by listings also at 2.9 million citations (42%). Reviews and social media contributed a smaller share, totaling 545,000 citations (8%).
- Forums Underperform: Contrary to expectations, forums like Reddit only contributed 2% of citations when considering location context and user intent.
- AI Model Preferences: Different AI models displayed unique citation preferences, with Gemini favoring websites (52.1%), OpenAI relying more on listings (48.7%), and Perplexity pulling from a diverse range of sources including MapQuest and TripAdvisor.
Variations by Question Type
The analysis also showed that citation patterns varied significantly based on the type of question asked:
- For unbranded objective queries, nearly 60% of citations were attributed to first-party websites and local pages.
- In contrast, branded or subjective queries leaned more towards listings and reviews for their citations.
4. Industry-Specific Insights
The study highlighted notable differences in citation sources across various industries:
- Retail: 47.6% of citations stem from brand-owned websites, emphasizing the need for structured local pages.
- Finance: 48.2% of citations are linked to authoritative domains, showcasing consumer preference for credible sources in financial services.
- Healthcare: The healthcare sector is heavily reliant on directories, with listings making up 52.6% of citations.
- Food Service: This industry exhibited the highest reliance on reviews and social content, comprising 13.3% of citations, while listings remained the largest source at 41.6%.
Overall, the research reinforces that 86% of citations come from brand-controlled sources, providing marketers with a clear pathway to enhance their visibility in the AI search landscape.
5. The Rising Wave of AI Search Adoption
The release of this research coincides with a marked increase in consumer adoption of AI search tools. According to Yext's recent report, *The Rise of AI Search Archetypes*, over half of U.S. consumers engage with AI assistants like ChatGPT, Gemini, or Perplexity at least weekly, with younger demographics showing even higher engagement rates.
With this surge, AI visibility has emerged as a critical focus for marketers:
- 64% of marketing leaders expressed uncertainty about measuring success in AI search.
- 72% anticipate that AI search will surpass traditional SEO in significance for customer acquisition within just three years.
6. Strategic Recommendations for Brands
To optimize their presence in AI-generated answers, Yext outlines several strategic actions for brands:
- Local-Level Measurement: Brands should track visibility at the local level and across various sources to understand where they are being cited and identify gaps.
- Structured Data Management: Implementing a centralized system to structure brand facts ensures that information is machine-readable and reliable.
- Targeted Information Distribution: Brands must focus on disseminating information to platforms that AI models prioritize, such as websites, listings, and review sites.
As Yext CEO Mike Walrath stated, “When brands control their data, they control their visibility.” This foundational principle underscores Yext’s commitment to equipping brands with the necessary tools to thrive in a data-driven environment.
7. Methodology Overview
The findings presented in this report are based on an extensive analysis of 6.8 million AI citations gathered from 1.6 million queries across the aforementioned AI models between July 1 and August 31, 2025. The queries were designed to assess various intent quadrants across key industries, ensuring a comprehensive understanding of citation dynamics.
As brands navigate the complexities of AI search, Yext’s research offers invaluable insights and a strategic framework to enhance visibility and engagement in an increasingly competitive landscape.
