AI Citations vs. Brand Mentions: A Study on Search Visibility
Semrush Blog · Jun 9 · 1 min read
What happenedA new study analyzing AI search results from ChatGPT, Gemini, and Google AI Overviews found that 62% of AI citations do not translate into direct brand mentions. This phenomenon, termed 'ghost citations,' highlights a disconnect between AI's referencing of sources and its attribution of credit to brands.
Why it matters for marketersAI's ability to cite sources without explicitly mentioning brands means traditional SEO tactics may not be enough to capture visibility in AI-driven search. Marketers must adapt to ensure their brand is recognized and attributed within AI-generated content.
Topics: ai citations, brand mentions, ai search, seo