AI search tools frequently cite third-party sites over brand domains

An analysis by Shero Commerce reveals that AI search tools frequently recommend brands while citing third-party websites rather than the brands' own official pages. In a study of 60 product categories, brand-owned pages accounted for only 2.8% of the 1,851 sources cited across Google AI Overviews, ChatGPT, and Perplexity.

Third-party sites were the dominant source of information, making up 59% of citations. Major outlets such as Good Housekeeping, Verywell Fit, and Reviewed.com were among the most frequently referenced. Even when AI tools specifically recommended brands—such as Gymshark or Alo—they often pointed users toward these external sites instead of the direct brand domain.

The data suggests a significant gap in how AI engines attribute information. While AI tools do suggest brands by name, the direct link to the manufacturer or retailer is often missing. The study also noted that in Google AI Mode, sampled brands were only cited or recommended in 9.5% of relevant store checks across the tested categories.