Ever asked ChatGPT a question and thought, where on earth did it pull that from? You’re not alone. AI tools like ChatGPT and Perplexity are fast becoming our go-to problem solvers, but the internet is a big place… so which corners do they actually rely on most? 

A recent Semrush study (shared by Social Media Today) crunched the numbers, and the results are pretty fascinating. 

Reddit Rules the Roost 

At the very top is Reddit with a huge 40.1% of citations. If you’ve ever scrolled a Reddit thread, you know why: it’s jam-packed with real stories, practical advice, and niche expertise. From plumbers swapping trade hacks to gamers breaking down strategy, Reddit has become AI’s number one pit stop for real-world insights 🙌 

Wikipedia & YouTube: The Classics 

Next up, no surprises here: 

• Wikipedia (26.3%) – encyclopaedia-style info written by the masses 

• YouTube (23.5%) – tutorials, explainers, and deep dives on just about anything 🎥 

And sitting right there too is Google.com (23.3%), which makes sense given Google is the gateway to so much of the web 🌐 

Social Proof Matters 

AI isn’t just pulling from “formal” sources, it’s listening to people. Sites like Yelp (21%), Facebook (20%), Instagram (10.9%), and Tripadvisor (12.5%) feed AI with reviews, comments, and lived experiences. That’s huge for brands, because it means what customers say online doesn’t just influence other shoppers, it might also shape AI answers 💬 

Everyday Essentials 

It’s not all social chatter. Practical sites made the cut too: 

• Amazon (18.7%) for product details and reviews 🛍️ 

• Mapbox, OpenStreetMap, and MapQuest (9–11%) for location and travel data 🗺️ 

• American retailers like Walmart (9.3%), eBay (7.7%), Target (4.3%), and Home Depot (4.6%) for shopping info 

Turns out, if you’re asking about “where to buy” or “how much is”, there’s a good chance AI is pulling from these retail heavyweights 🛒 

So, Why Does This Matter? 

Here’s the kicker: the content your customers are leaving online, the reviews they write, the discussions they have, and the platforms you’re active on… all of that could be shaping how AI talks about your business 🤯 

If you want to show up in AI-generated answers, think beyond your website. Build your visibility on: 

• Review platforms (Yelp, Tripadvisor, Amazon). If your business thrives on strong customer feedback, make sure it’s visible not only on Yelp, TripAdvisor, and Amazon, but also shining on Google Reviews. Your brand’s voice could be amplified across AI-generated responses. 

• Communities (Reddit, Facebook groups). 

• Authoritative spaces (Wikipedia, LinkedIn). 

Because AI isn’t just reading the “official” story, it’s listening to the crowd. 

Ready to Shape What AI Says About You? 

If AI is pulling from the voices, reviews, and communities around your brand, the question is, are you showing up the way you want to? 

Whether it’s a strategy to boost your visibility, an audit to see where you stand today, or creating more content that builds the social proof AI loves, our team can help you take control of the story. 

Let’s make sure when AI talks about your business, it says all the right things.