TL;DR: AI search isn't one system — it's different for every model, and they don't always agree. When Yext analyzed over 6.8 million citations from Gemini (Google), ChatGPT (OpenAI), and Perplexity, we found lots of differences in the sources for each model. To show up across all three, your brand needs structured, consistent data — everywhere it matters.
If you're a marketer, you've probably seen a lot of headlines about "AI search." (Including ones from us.)
But there's an important nuance to the AI conversation that's easy to miss: often, marketers talk about AI search like it's one system — and it isn't. Not all AI models think the same way when it comes to sourcing and citations for the answers they generate. In fact, they don't even fully agree on what counts as trustworthy.
Here's how we know: Yext analyzed more than 6.8 million citations across 1.6 million responses from Gemini (Google), ChatGPT (OpenAI), and Perplexity in our latest research. What we found changes how brands should think about AI search and visibility, because these three models have distinct sourcing preferences.
So, how does each model really source information — and how can your brand use this intel to create a comprehensive answer engine optimization strategy?
How does Gemini decide what to cite? It prioritizes brand-owned content.
Let's start with the model linked to the search giant marketers have spent decades thinking about: Google Gemini.
Gemini acts more like a traditional search engine — which does make sense — but with stricter standards for sourcing. Our research showed that:
52.15% of Gemini citations came from brand-owned websites.
It favors structured, factual content directly from a brand's domain — especially pages with schema, local landing pages, and consistent subdomains.
It also incorporates data from Google Business Profiles, though it doesn't cite them directly.
What this means for brands: Gemini rewards ownership. The more structured and complete your website is, the more likely you are to show up. Answer questions that customers ask with concisely written and logically-organized content published on your website and local pages, and keep your GBP information up to date.
How does ChatGPT decide what to cite? It leans on listings and consensus.
ChatGPT's approach looks different from Gemini's. Instead of relying on owned content, it appears to draw more from directories and listings. We found that:
48.73% of citations came from third-party sites like Yelp, TripAdvisor, and MapQuest.
Google properties led overall, contributing 465,000 citations.
For more subjective queries (e.g., "What's the best…"), citation volume from directory sources spikes even higher (46.3%).
What this means for brands: ChatGPT rewards broad distribution and consistency across sources. Make sure your listings are accurate, consistent, and complete across every platform that matters.
How does Perplexity decide what to cite? It favors niche expertise.
Finally, Perplexity sources a bit more narrowly, leaning into industry-specific directories rather than general listings. We discovered that:
In healthcare, Zocdoc drives citations. In hospitality, it's TripAdvisor.
For subjective, unbranded queries, niche sources make up 24% of all citations — the most of any model.
Perplexity also taps into regional and mid-tier directories more often than its peers.
What this means for brands: Perplexity rewards specialization. Being present (and accurate) in trusted niche directories signals authority — especially in verticals like healthcare, food, and hospitality. It's also important to make sure that sentiment (read: real reviews) support your brand being recommended.
One market, three models
The takeaway is clear: AI visibility isn't one-size-fits-all. Each model uses a different playbook.
