An analysis of 6.8 million source citations in AI responses shows that the user's location plays a decisive role in how visible companies are. This changes the way organizations need to approach their online presence.
Geographical context determines which sources AI uses.
Researchers led by Christian Ward examined responses from three major AI platforms: Google Gemini, OpenAI, and Perplexity. Their conclusion: traditional brand strategies are missing something important, as they do not take into account the location of the questioner.
When someone asks a question about companies or services, AI models adjust their answers based on that person's location. The study shows that company websites are the primary source for factual questions, accounting for over 40% of all citations. However, this picture varies significantly by AI model and question type. For instance, OpenAI more frequently opts for directories in subjective questions, while Perplexity tends to refer more to specialized industry directories.
What this means for businesses
For companies that want to be more visible in AI responses, these are important insights. The research shows that organizations influence about 86% of all citations that consumers see, provided they manage their digital presence wisely.
The level of control varies by sector:
Financial service providers and retailers benefit the most from their own websites (approximately 48% of citations).
Care providers rely more on external directories (52%).
Restaurants are particularly dependent on online reputation and reviews.
How companies increase their AI visibility
Companies do well to focus on four types of sources, in order of control:
Own website
- complete control, delivers the most citations.
External company profiles
– second priority; well manageable and attract many visitors.
Other platforms and directories
– depending on the sector and type of demand.
Reviews and reputation channels
– less control, but often decisive in certain sectors.
An important aspect is a local approach, rather than a single overarching brand strategy. A retail chain, for instance, can average 47% of citations from its own channels nationwide, but this varies by location, ranging from 20% in urban areas to 70% in rural regions.
Conclusion
AI search queries are changing the rules of the game for online visibility. Companies must align their digital strategy with local context. This means: up-to-date information, local content, and a strong presence on the right platforms. Only in this way can they remain visible and successful in the era of AI searches.