In AI search engines and chatbots—particularly for SaaS (Software as a Service) focused queries—user-generated content (UGC) holds a larger share of citations than traditional review sites and publishers combined. A new study examining nearly 35,000 ChatGPT citations reveals that community platforms serve as the most dominant third-party source at every stage of the user journey.
Research Findings and Data
Conducted for G2 and encompassing data from December 2025, the analysis sheds light on AI citation dynamics. Based on an examination of nearly 35,000 citation URLs gathered via Profound, the study's core parameters include:
- Scope: US market only, ChatGPT responses, and the December 2025 period.
- User Journey: SaaS-vendor-focused queries were divided into four stages—discovery, exploration, evaluation, and focused evaluation—with the highest concentration observed during the evaluation stage.
- Source Distribution: Citation URLs were categorized by root domain into review platforms, UGC platforms, publishers, and vendors/others.
- User Language: Although over half of SaaS queries used commercial language, only 1.5% of them directly named a specific vendor brand.
Managing Uncontrollable Authority
Unlike traditional search engine optimization, community and user content—the third-party sources AI algorithms trust the most—cannot be directly controlled. Platforms like Reddit create an environment where SEO and brand visibility are exceptionally difficult to influence and steer. While brands cannot directly own these sources, they must amplify their authority by encouraging discussions, guiding conversations, and participating within these ecosystems.
Industry Implications and Strategic Approach
For digital marketing professionals and brand managers, this landscape demonstrates that search optimization strategies should no longer be limited to corporate websites. AI engines find authentic consumer experiences and community discussions more trustworthy than traditional marketing copy. Consequently, as brands optimize their digital presence, it is critically important for them to closely monitor organic perception and user engagement on community-driven platforms.
Frequently Asked Questions
How should the dominance of user-generated content (UGC) in AI citations impact the marketing budgets of SaaS brands?
Alongside traditional ad spending, brands are forced to allocate more resources toward community relations, digital PR campaigns, and user experience optimization.
Why do AI engines prioritize user content even in queries that do not directly include a brand name?
Because users seek unbiased advice and real-world experiences when searching, AI models position objective and community-validated sources as the most reliable response mechanism.
*This report is based on data originally published by Search Engine Land.
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