AI models cite sources in their answers and the publisher wants to be that source
When someone asks ChatGPT, Gemini, Perplexity or Google AI Overview, the model summarises content and cites the sources it trusts. For media companies, visibility now means becoming the cited source in your niche. CitationLab is the partner that tracks the citations and makes your content more citable.
What AI search means for media and publishing
AI models read, summarise and cite sources in their answers. That changes what visibility for content and brand means.
AI summarises and cites sources
The models answer the reader directly and state which sources the answer builds on. Your content can be cited, or passed over in favour of a competitor.
Content as authority and traffic source
A citation positions the publisher as the authority in the niche and can send readers on to the article. Being cited has become a visibility channel in itself.
The brand is referenced in answers
The models also reference your name directly. How the brand is described in AI answers shapes how readers and advertisers perceive you.
How we work with media companies
We are a partner, not a tool you have to run yourself. Three parts that cover content and brand in AI search.
Track citations with AI Monitor
AI Monitor follows daily which articles and pages get cited in ChatGPT, Gemini, Perplexity and Google AI Overview. You see what works without building or running anything.
Optimise content for citation
We do the data-driven optimization that makes your content easier to cite, so more of your articles become the source the models choose in your niche.
Follow brand mentions
We follow how your brand is referenced in AI answers, whether the description is accurate, and how it develops over time.
What we track
Measures that make visibility for content and brand concrete and easy to follow over time.
Citation rate
How often your content is cited as a source in AI answers, tracked day by day so you see the trend.
Share of AI answers
How large a share of the answers in your niche cite you against competing media companies.
Sentiment
Whether the brand is referenced positively, neutrally or negatively in the answers, and how that develops.
Documented in our own data
The numbers below come from State of AI Visibility: Norway — CitationLab's own report series based on daily measurements in ChatGPT, Gemini, Perplexity and Google AI Overviews, across 14 industries.
87.4%
of all citations in AI answers went to third parties — media, directories and review sites. Media companies are the ones who can win that layer.
1.2 vs 86
sources per answer in ChatGPT vs Google AI Overviews — in ChatGPT there are few winners per answer, and source selection decides everything
893,470
citations tracked and analyzed in the first edition of the report
Questions from media companies
Is AI taking traffic from us?
AI answers can summarise content without a click, but they also state which sources the answer builds on. If you are cited, you are positioned as the authority in the niche, and the citation can send readers on to the article. We help you become the cited source instead of the one passed over.
How does our content get cited?
We track which of your articles already get cited in AI answers, and do the data-driven optimization that makes your content easier to cite. That makes more of your pages the source the models choose in your niche.
How do we measure this over time?
AI Monitor follows your visibility daily, so you get measures like citation rate, share of AI answers in your niche and sentiment. That makes the development concrete and comparable, month by month.