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AI Search Engines Cite Different Sources Than Google, Study Reveals

Search Atlas study reveals AI search engines like ChatGPT cite different sources than Google, with only 21% domain overlap. Brands must adapt SEO strategies for AI visibility.

This research fundamentally changes how businesses approach online visibility. As AI search platforms like ChatGPT and Perplexity gain popularity, they're creating a parallel information ecosystem that operates differently from traditional Google search. Brands that have invested heavily in traditional SEO may discover they're completely invisible in AI-generated answers, even if they rank well on Google. This means marketing strategies must evolve to include Generative Engine Optimization (GEO) alongside traditional SEO. Consumers relying on AI assistants for information may receive different recommendations and sources than what appears in search results, potentially affecting purchasing decisions, research outcomes, and brand perceptions. The study's finding that URL overlap remains below 10% for reasoning-based models suggests that simply ranking on page one of Google no longer guarantees visibility in the emerging AI-driven search landscape.