Marketing statistics: 850+ graded insights

12%

of links cited by AI assistants show up in Google's top 10 search results for the same prompt

80%

of AI assistant citations do not rank anywhere in Google for the original query

70% of the time, when a brand's own listicle is cited in a Google AI Overview, the brand is left out and the listicle is used to recommend a competitor instead

Outcomes when brands' own listicles are cited by Google AI Overviews (184 listicles)
Outcome when listicle was cited	Number of listicles	Share of listicles (%)
Brand left out, and its listicle was used to recommend a competitor	129	70%
Brand left out, and the listicle wasn't cited next to any brand's recommendation	21	11%
Brand recommended, but its listicle was used to recommend a competitor	8	4%
Brand recommended, and its listicle backed both the brand and competitors	12	7%
Brand recommended, and its listicle backed only the brand itself	6	3%

Open full graph

Google AI Mode linked to Reddit in 70.8% of answers to “is it worth it” and comparison questions

Reddit Citation Rate in Web UI AI Answers by Query Intent Type Across Platforms
Intent Type (sample size)	Google AI (%)	Perplexity (%)
Validation (n = 24)	70.8%	45.8%
Informational (n = 30)	43.3%	10%
Transactional (n = 11)	36.4%	27.3%
Discovery (n = 29)	34.5%	10.3%
Navigational (n = 6)	0%	0%

For facts, ChatGPT fan-out queries go to official brand sites, while for opinions and product reviews, they favor Reddit and review platforms.

50%

Share of links ChatGPT 4o returns that point to a business or service website

AI Overview citations pull from Google's top 10 pages 76% of the time

Rank in top 1076.1%
Don't rank in top 10014.4%
Rank 11-1009.5%

Ranking position of AI Overview citations in Google SERPs
Ranking position of the cited page	Share of AI Overview citations (%)
Rank in top 10	76.1%
Don't rank in top 100	14.4%
Rank 11-100	9.5%

AI Overview citations rarely match the organic top 10, with overlap steady around 17% overall, but some verticals like Healthcare see higher overlap at 24%.

Overlap Between AI Overview Citations and Organic Top-10 Rankings by Industry (%)
Industry	Top-10 Overlap (Last Year) (%)	Top-10 Overlap (Today) (%)
Healthcare	23.9%	24%
B2B Tech	23.9%	22.6%
Education	26.9%	23.1%
Insurance	22.7%	22.4%
Entertainment	3.2%	18.5%

Open full graph

AI Overviews appeared on 57% of manufacturing-related searches in July 2026, up from 38% in January

Monthly share of manufacturing & industrial searches showing an AI Overview
Month	Share of searches with an AI Overview (%)
Jan 2026	38%
Feb 2026	40.5%
Mar 2026	49%
Apr 2026	45.5%
May 2026	49.4%
Jun 2026	51.7%
Jul 2026	57%

86.4%

drop in Reddit's citation share in ChatGPT Search between July 18–August 7 and August 14–17, 2026

Higher prices consistently made every AI model less likely to choose a product for recommendation

AI tools never linked to Reddit when accessed by developers through their APIs, but Google AI Mode’s public website linked to Reddit in 44% of answers

Share of Answers Citing Reddit: API vs Web UI by Platform
Platform	API: share of answers citing Reddit (%)	Web UI: share of answers citing Reddit (%)
Google AI Mode	0%	44%
Perplexity	0%	20%
ChatGPT	0%	17%
Claude	0%	0%

38%

fewer self-promotional 'best of' listicles are cited by Google AI Overviews in B2B software queries compared to June 2026

Perplexity is the only AI assistant where nearly 1 in 3 citations point to Google's top 10 search results

AI summaries in Google results cite Wikipedia and government sites more often, while standard search results cite YouTube more often

Share of links to Wikipedia, .gov, Reddit, News, YouTube: AI summaries vs standard search
Destination	Share of links in AI summaries (%)	Share of links in standard results (%)
Wikipedia	6%	3%
Government (.gov) websites	6%	2%
Reddit	5%	6%
News websites	5%	5%
YouTube	4%	8%

30.5%

relative drop in Reddit's citation share in Google AI Mode between the first and last seven days of July–August 2026

Only about 17% of AI Overview citations also rank in the organic top 10, while just over half are somewhere in the top 100.

Share of AI Overview citations also ranking in organic top 10 vs top 100 by month
Month	Sources cited in AIO also ranking in organic top 10 (%)	Sources cited in AIO ranking somewhere in top 100 (%)
Feb 2025	16.4%	48.7%
Mar 2025	16.1%	49.7%
Apr 2025	16.9%	50.8%
May 2025	16.1%	51%
Jun 2025	16.8%	52.8%

Open full graph

90%

Share of pages ChatGPT cites that rank below position 21 in Google

In Fashion, AI use cases are spread evenly, with personal styling slightly ahead

A brand's mention rate in AI answers differs by model, by language and by question type, so one overall visibility figure is not enough

68%

of brand mentions in AI search appear in only one model, not across several

33x

greater chance a brand named in ChatGPT's first fan-out query is cited versus a page only fetched

AI assistants choose citations differently from Google or Bing, often picking pages from related queries rather than the exact same prompt

The share of AI Overview citations from sources not in the organic top 100 dropped sharply in some sectors, led by Entertainment where it fell from 92.2% to 46.6% in a year.

Share of AIO Citations from Sources Outside Top 100 Organic Rankings, by Industry (%)
Industry	% Not in Top 100 (Last Year)	% Not in Top 100 (Today)
Healthcare	26.4%	22.5%
B2B Tech	35.2%	28.1%
Insurance	39%	28.3%
Education	31.1%	28.2%
Entertainment	92.2%	46.6%

Open full graph

Explore cards