By Vicky Sidler | Published 12 August 2025 at 12:00 GMT

AI might be writing the internet now, but where does it get its information?

If you thought ChatGPT, Google AI Overviews, and Perplexity were pulling from the same pool, new research from Profound says otherwise. After analyzing 30 million citations from August 2024 to June 2025, the study found wildly different preferences in what these platforms trust and repeat.

For small businesses, this isn’t just trivia—it’s a roadmap for getting your brand seen by AI, which increasingly means getting seen by your audience.

TL;DR

• ChatGPT loves Wikipedia (47.9% of its top citations)

• Google AI spreads attention across Reddit, YouTube, Quora, and LinkedIn

• Perplexity is Reddit-obsessed (46.7%) and leans on review sites

• .com dominates AI citations (80.4%), with .org second at 11.3%

• No single strategy works across platforms—visibility needs platform-specific tactics

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Why This Matters for Small Businesses:

In marketing terms, “AI visibility” is your ability to show up when someone asks an AI tool about your topic.

These patterns matter because AI often acts as a gatekeeper—summarizing, paraphrasing, and sourcing content without users ever clicking through. If you’re not in the AI’s source set, you may as well be invisible.

ChatGPT—Wikipedia’s Biggest Fan:

If you want ChatGPT to notice you, Wikipedia is the first stop. Nearly half of its top citations come from there, with Reddit a distant second. Business and tech outlets like Forbes, G2, and TechRadar also make the list.

Actionable Tip:

• Maintain and regularly update an accurate Wikipedia page (follow editorial rules to avoid removal)

• Build relationships with reputable media sites that ChatGPT already cites

• Think “evergreen” and factual content—it’s more likely to be cited

Google AI Overviews—The Social-Professional Hybrid:

Google’s AI plays the field. Reddit (21%) and YouTube (18.8%) lead, but LinkedIn and Quora are close behind. It also dips into high-authority sources like Gartner and NerdWallet.

Actionable Tip:

• Actively engage on Reddit and Quora with well-written, helpful answers

• Publish short, searchable videos on YouTube

• Share industry-relevant posts and articles on LinkedIn for professional reach

Perplexity—Powered by Reddit and Reviews:

Perplexity leans heavily on Reddit (46.7%) but also taps into review-heavy platforms like Yelp, TripAdvisor, and G2. This suggests a focus on real-world experiences and consumer opinions.

Actionable Tip:

• Join relevant Reddit communities and contribute thoughtfully

• Encourage customers to leave detailed reviews on Yelp, TripAdvisor, and G2

• Use video (YouTube) and professional content (LinkedIn) to round out visibility

The Domain Factor:

Across all platforms, .com domains dominate with more than 80% of citations, followed by .org at 11.3%. Niche domains like .ai and .io are gaining ground in tech-related queries.

Actionable Tip:

• Secure and use a .com if possible for authority

• Consider adding a .ai or .io microsite if your niche is tech-forward

• Publish consistent, high-quality content to increase domain trustworthiness

What This Means for Your Marketing:

There’s no single “AI SEO” trick that works everywhere. A Wikipedia push might help with ChatGPT but do little for Perplexity. A YouTube blitz might boost Google AI mentions but get ignored by ChatGPT.

The smart move is to decide which AI platforms your audience uses most and focus your efforts there.

If your prospects are business leaders searching LinkedIn, focus on Google AI’s sources. If you sell direct to consumers who ask “What’s the best…?” in AI chats, Perplexity’s Reddit-and-review diet matters more.

Start with Clarity:

Even if you place your content where these platforms look, it still has to pass the clarity test. If your message is fuzzy, the AI might not cite you—or worse, it might misrepresent you.

That’s where the 5-Minute Marketing Fix comes in. It’s a free, simple tool that helps you write one sharp sentence explaining what you do, who you help, and why it matters.

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Because in a world where AI is picking the winners, you can’t afford to be forgettable.