Exploring the Impact of AI and Most-Cited Domains on Marketing Strategies

The Shifting Landscape of AI Citations

In September 2025, a significant pivot occurred in the arena of artificial intelligence (AI) citations. Notably, ChatGPT started reducing citations from Reddit and Wikipedia, two previously dominant sources of information. This sudden drop raised eyebrows among SEOs and digital marketers, prompting speculation about its cause. Was this shift merely a coincidence following Google's modifications to search parameters, or does it point to deeper dynamics at play in how AI systems aggregate data?

Understanding the Decline of Traditional Sources

The modification of Google's search parameters, particularly the removal of the num=100 feature, has led to confined visibility of URLs beyond the first page of results. Given ChatGPT’s reliance on this data, some believed that this change could explain the decline in citation rates from Reddit and Wikipedia. However, experts like Sergei Rogulin, Semrush’s Head of Organic and AI Visibility, argue that while this change affected visibility, it wasn't the only cause. He points to an essential aspect of AI responses: a conscious effort to minimize bias and avoid over-reliance on specific sources, enhancing the chatbot's integrity against manipulation.

Key Insights into AI Citation Dynamics

The dramatic decreases in citations from ChatGPT overshadow the ongoing relevance of these platforms as prominent sources. Despite the fluctuations, Reddit maintained its status as ChatGPT's most-cited source, albeit with a steep decline from approximately 60% to around 10% by mid-September. The contrasts become even more pronounced on other LLMs; for instance, AI Mode and Perplexity showed steady citation ratings for Wikipedia and Reddit, illustrating that not all AI systems underwent the same changes.

Why Reddit Emerged as a Preferred Source

Reddit's rise to the top of AI citation lists reflects broader trends in data sourcing for AI. The 2025 data released by Semrush indicates that Reddit outpaced Wikipedia, commanding 40% of AI citations. This shift correlates with Reddit's strategic $60 million API licensing deal with Google, which enhanced AI systems' access to its vast repository of user-generated discussions. Reddit's forums host rich discussions and insights that traditional sources often lack, providing real-time solutions and authentic human voices to AI.

The Economic Impact of AI Citations

Reddit's financial picture has also benefitted from its newfound position in the AI ecosystem, showing explosive growth in revenue and user engagement. With robust advertising growth and AI partnerships, Reddit generated significant new revenue streams from data licensing, culminating in a remarkable 84% growth in advertising revenue in 2025. The rise of AI-driven tools within Reddit, such as "Reddit Answers," has attracted millions of users seeking community-based search solutions, emphasizing the platform’s emergent role in shaping online information exchange.

Implications for Small and Medium Businesses

For small and medium-sized businesses navigating this changing landscape, understanding AI citation trends is critical. Engaging with platforms like Reddit can provide businesses with strategic advantages in visibility and engagement, as they strive to be part of the AI knowledge stream. Additionally, as search dynamics shift towards conversational AI outputs, businesses must adapt their online presence to ensure they remain relevant in AI-generated responses.

Looking Ahead: Future Trends in AI Citations

As the AI ecosystem evolves, predicting the next phase of citation dynamics remains crucial. Businesses should focus on creating high-quality, conversation-driven content that resonates well with users and AI models. Integrating community-driven insights can demystify consumer expectations and position brands as credible authorities within the vast digital terrain. As we approach 2026, the urgency to adapt to these new norms will be paramount for ensuring long-term visibility and success in the market.

In conclusion, observing these trends provides valuable insights into the future of search, marketing, and information reliability. For businesses, engaging in authentic discussions and utilizing community platforms like Reddit could be key to leveraging AI's growing influence on consumer information.