How Large Language Models Source Brand Reputation Across Languages and Markets
This study analyzes the citation sources used by large language models when answering questions about brands, focusing on the underlying web references rather than just the generated text. The researchers merged three Rankfor.AI datasets to examine 167,551 URL-grounded citations across 128 brands in 12 home markets and 13 languages. The analysis reveals that AI grounds brand answers overwhelmingly in third-party sources, with 85.7% of citations pointing to sites the brand does not own compared to only 14.3% for owned domains. The source base is highly concentrated and follows a Zipf law, where 80% of citations originate from approximately 18% of domains. Wikipedia emerges as the dominant reference site, being the most-cited domain in 11 of the 12 languages studied. The only exception is Lithuanian, where the business daily vz.lt slightly edges out Wikipedia with a 4.38% share. Additionally, the source mix shows market-specific variations, such as YouTube being the top cited domain for Polish national brands and HR portals supplying more citations than Polish Wikipedia.