Semrush: AI Search Citations and Brand Mentions Diverge Sharply Across Platforms

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Semrush's 2026 AI Visibility Index, analyzing 126 million AI search prompts, reveals that brand mentions and cited sources in AI-generated answers frequently do not align. Across ChatGPT and Google AI Mode, 67% of mentioned brands overlap, yet only about 30% of cited sources overlap, indicating platforms draw on very different evidence bases. Citation volume also varies significantly by platform, with ChatGPT referencing around 15 sources per response compared to roughly three for Gemini. The findings suggest that traditional domain authority metrics are insufficient for AI search, as third-party publishers, reviews, and retailers often shape how a brand is described. Semrush concludes that businesses must focus on the broader source ecosystem surrounding key customer queries, not just their own website's authority.

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