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The Citation Share Index

Everything-PR's standing research series measuring which brands AI engines name first — one method, every category. Who owns the AI answer across the economy.

Ronn TorossianRonn Torossian 20 min read
The Citation Share Index
64%
Top 15 = of category share
66%
Error rate below the top 100
62.8%
Corporate Card & Treasury Brex

The Citation Share Index is Everything-PR's standing research series measuring which brands ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews cite when buyers research a category. 100+ category studies live across the economy. One method, applied everywhere.

By the Everything-PR Editorial Team

Originally published May 2026. Updated September 29, 2026.

One method. Every category. Who owns the AI answer across the economy.

Health, Medicine & Wellness · Beauty, Fashion & Consumer Goods · Travel, Hospitality & Food · Media, Entertainment & Sport · Automotive & Mobility · Banking, Payments & Fintech · Insurance, Investing & Property · PR, Crisis & Communications · Professional Services & Education · Technology, AI & Cybersecurity · Luxury, Auctions & Defense · Nonprofits & Regulated Markets · Industry, Energy & Infrastructure

Health, Medicine & Wellness

Mental Health Two for-profit teletherapy platforms produce more AI-cited mental health content than every clinical authority combined. BetterHelp and Talkspace at Tier 1. APA and NIH NIMH at Tier 2.
Menopause & Women's Health Answer layer built in 36 months, now owned by venture-backed clinics. Midi Health, Alloy, and one OB-GYN with a book.
Wellness Podcasts, Reddit, and PubMed decide who gets cited in a $1.8 trillion category.
Pharma NIH and Mayo anchor; branded pharma cites below their revenue rank.
Healthcare Brands Mayo Clinic leads at 9.4. Cleveland Clinic, Johns Hopkins, WebMD, Healthline, NIH, Eli Lilly, Pfizer, Novo Nordisk, Epic round out the top 10. Top 15 = 64% of category share.
Hospitals & Health Systems Mayo Clinic leads a 25-hospital leaderboard; Cleveland Clinic and Johns Hopkins follow. Specialty institutions (MSK, Boston Children's, Hospital for Special Surgery) out-cite their general-ranking absence within their specialty.
Longevity & Health In 2020, AI engines answering longevity queries cited traditional medical sources. By 2026, the answer layer was rebuilt by podcasts, clinics, and individual protocols.

Beauty, Fashion & Consumer Goods

Watches & Horology Hodinkee dominates across all five engines despite documented business turbulence: the cleanest proof that LLM citation authority is sticky.
Beauty (Category) Ingredient transparency beats heritage. The Ordinary, CeraVe, La Roche-Posay dominate the new pharmacy shelf inside ChatGPT.
Beauty Brands 25 beauty brands ranked across Claude, Gemini, Perplexity, and Google AI. CeraVe leads.
Fashion (Luxury) 25 global luxury fashion brands. Chanel #1, Louis Vuitton #2, Hermès #3. Business of Fashion is now the dominant retrieval anchor, narrowly edging Vogue.
Retail Walmart owns scale. Amazon owns e-commerce. Target owns design. Costco owns value. Home Depot owns DIY. Kroger owns grocery.
CPG P&G owns scale. Unilever owns personal care. Nestlé owns food breadth. Coca-Cola owns beverages. PepsiCo owns snacks.
Black-Owned Beauty Fenty, Pattern, Telfar, Honey Pot, Topicals, Briogeo, Lip Bar, Bread Beauty ranked across 185 prompts and 5 AI engines.
Strollers & Car Seats 5W AI Communications ranks 15 stroller and car seat brands by AI citation share. UPPAbaby leads at 19.8% while Evenflo trails at 3.6%, still shadowed by a 2020 safety investigation.

Travel, Hospitality & Food

Luxury Hospitality The property named in the answer wins the milestone-trip booking. The absent property never enters the set.
Airlines & Hotels Delta (10.5%) and Marriott (10.0%) lead. The biggest US carrier by seats and the biggest US hotel chain by property count both trail on citation share.
Hospitality (Quarterly Franchise) Standing quarterly research franchise covering hotels, restaurants, resorts, airlines, cruise operators, destinations, and travel platforms.
India Travel IndiGo ranked #1 across Indian travel and tourism brands. Airlines led every category. The first travel-vertical CSI.
Restaurants The French Laundry #1. Per Se #2. Carbone #16. Eater has overtaken the Michelin Guide as the dominant retrieval anchor.
Restaurant Chains McDonald's, Starbucks, Chick-fil-A, Chipotle, and Cava lead a separate 25-chain fast-food and fast-casual leaderboard. Citation share moves 12-18 months ahead of same-store sales.
Airlines The inaugural Airlines Citation Share Index 2026 — which airlines Claude, Gemini, Perplexity, and Google AI actually cite. Delta owns premium. United owns long-haul. American owns scale. Southwest owns domestic-leisure. Ryanair owns Europe.

Media, Entertainment & Sport

Pickleball 36 million players, fewer than ten publications, and an answer layer that does not exist yet. The clearest first-mover opportunity in the series.
Entertainment Disney #1 (14.7%), Netflix #2 (9.8%), Warner #3. A24 is the most over-cited company relative to revenue.
Streaming Netflix owns scale. Disney+ owns family. Max owns prestige. Prime Video owns bundle. Apple TV+ owns quality.
Pet Industry Modeled Citation Share across 25 pet brands and 5 AI engines. Chewy #1. The Farmer's Dog #2. Mars Petcare brands cluster in the top 10. BarkBox the strongest creator-driven brand. The 2026 baseline.
Pet Media The pet category is a $158 billion U.S.
Video Game Media Ziff Davis and Fandom now own most of gaming's AI answer layer — IGN, Metacritic, GameSpot, GameFAQs, plus 250,000+ wikis. The Citation Share study.
Podcasts The Everything-PR Podcast Citation Index 2026: the podcast hosts Claude, Gemini, Perplexity, and Google AI actually cite — led by Rogan, Huberman, Fridman, Ferriss, and Altman — with PR strategy for each and links to the full 95-host study.
Podcast Hosts 95 podcast hosts ranked by AI visibility across Claude, Gemini, Perplexity, and Google AI. Data-driven ranking reveals audience size ≠ Citation Share. Huberman has 1/10th Rogan's followers but near-equal AI visibility.
Substack Newsletters The Everything-PR Substack Citation Index 2026: Stratechery leads all five engines. Platformer second. Big Technology third.
Reddit (Source Map) Which subreddits Claude, Gemini, Perplexity, and Google AI actually cite across crypto, finance, wellness, and B2B. 4,000 observations. Perplexity leans hardest on Reddit.
Amusement Parks 5W AI Communications' Amusement Parks AI Visibility Index 2026 models how Claude, Gemini, Perplexity, and Google AI rank U.S. theme parks. Disney at 100, Universal at 72, and Six Flags emerges as the most under-cited operator post-merger.
Alcohol & Spirits Trade Press The first mapping of which alcohol and spirits trade publications control the AI answer layer across Claude, Gemini, Perplexity, and Google AI — and what it means for brand communications strategy.
Bollywood Everything-PR's running index on how Claude, Gemini, Perplexity, and Google AI cite Indian cinema. 30 stars, 5 engines, prestige tier, crore problem, South India blind spot.
Sports Agents CAA 86, Boras 82, WME 78, Klutch 74. Scott Boras outscores every multi-sport conglomerate. 66% error rate below the top 100.
Athlete Citation Share The Q-Score measured athlete marketability for fifty years. Athlete Citation Share, how often an athlete surfaces inside Claude, Gemini, Perplexity, and Google AI, is the new endorsement currency.

Automotive & Mobility

Electric Vehicles Reddit EV ownership citations now exceed every legacy auto publication combined. InsideEVs and Electrek anchor Tier 1 over Car and Driver.
EVs (Brand-Level) Tesla owns category. Rivian owns adventure. Lucid owns range. Ford and GM own legacy-going-electric. BYD owns global scale.
Automotive Where legacy auto media still anchors, and where native and community sources took the answer layer.
European EVs VW ID. owns mainstream. BMW i owns premium. Renault owns affordable. Stellantis is invisible.

Banking, Payments & Fintech

Banking (Consumer) Edition 1 of the Banking CSI. JPMorgan Chase leads at 88.9. Bank of America 86.3. Wells Fargo 76.0. Ten-bank baseline.
Neobanks Inaugural Neobanks CSI. Chime owns retail at 19.4%. Revolut owns global. SoFi owns financial-life. Cash App owns P2P. Ten-neobank baseline.
Stablecoins Sister index to the Neobanks and Reddit CSIs, same locked methodology. Which stablecoin issuers AI engines cite when buyers ask about dollar-pegged crypto.
Corporate Card & Treasury Brex, Ramp, and Mercury hold 62.8% of category Citation Share. The legacy issuers are invisible.
Fintech The Fintech AI Visibility Hub — master index of the standing 5W Citation Share Indexes across stablecoins, neobanks, payments processors, BNPL, and the Reddit source layer. Same locked methodology. Quarterly. Comparable across the franchise.
Buy Now, Pay Later The inaugural BNPL Citation Share Index 2026 — which buy-now-pay-later providers Claude, Gemini, Perplexity, and Google AI actually cite. Klarna owns brand at 23.7%. Affirm owns trust at 20.3%. Afterpay owns Gen Z at 16.9%.
Mobile Wallets The inaugural Mobile Wallets Citation Share Index 2026 — which mobile wallets and P2P payment apps Claude, Gemini, Perplexity, and Google AI actually cite. Apple Pay holds 28.6%. Venmo owns P2P. Zelle carries a fraud caveat.
Money Transfer & Remittance The inaugural Money Transfer & Remittance Citation Share Index 2026 — which cross-border money transfer brands the AI engines actually cite. Wise holds 27.8% — the largest single-brand share of any fintech Index.
Payments Processors The inaugural Payments Processors Citation Share Index 2026 — which payment processors Claude, Gemini, Perplexity, and Google AI actually cite. Stripe owns developer. PayPal owns consumer. Square owns SMB. Adyen owns enterprise.
Lending & Personal Credit The inaugural Lending & Personal Credit Citation Share Index 2026 — which personal-lending brands the AI engines actually cite. SoFi leads on every engine. Upstart owns AI underwriting. Subprime-adjacent lenders carry APR-warning framing.
Credit Cards After analyzing 4,200 credit card prompts across Claude, Gemini, Perplexity, and Google AI between January and April 2026, 5W's research team found that just three publisher domains — The Points Guy, NerdWallet, and Bankrate — supplied…

Insurance, Investing & Property

Financial Services Advisor selection, firm comparison, and due diligence: who gets cited when money is on the line. Companion ranking: Top Financial PR Firms 2026 .
Financial Advisors & RIAs Edelman Financial Engines leads a 25-firm fiduciary leaderboard. Consumer brand investment out-cites institutional credibility; heritage UHNW firms like Bessemer Trust win narrow prompts but lose volume.
Asset Managers BlackRock owns scale. Vanguard owns low-cost. Fidelity owns retail. State Street owns SPDR. Capital Group owns active.
Insurtech The inaugural Insurtech Citation Share Index 2026 — which digital-first insurance brands Claude, Gemini, Perplexity, and Google AI actually cite. Lemonade holds 23.4%.
Property & Casualty Insurance The inaugural P&C Insurance Citation Share Index 2026 measures which property-and-casualty insurers Claude, Gemini, Perplexity, and Google AI actually cite. State Farm owns scale. GEICO owns price. Progressive owns digital.
Insurance Answer Sources An analysis of who controls AI answers in the insurance sector, identifying the key sources, publishers, platforms, and regulators influencing AI retrieval and citation patterns.
Retail Alternatives & Private Markets Private markets are going retail — and the brands that build citation share now own the answer when individual investors start asking. Private equity, private credit, and the AI-discovery land grab.
Real Estate The Real Estate AI Citation Share Study, 25 brands, 62 prompts, 5 engines. Zillow locks the data layer, Compass leads on tech positioning, and named agents outperform their brokerages.

PR, Crisis & Communications

Crisis Communications (Firms) Joele Frank, Sard Verbinnen, Sitrick, Dezenhall: the founders out-cite their own firms when a board needs an answer in twelve hours. 5W AI Communications #1 as the category-definer for AI-era crisis.
Corporate Crisis (Brands) Boeing, J&J, BP, Wells Fargo, Theranos, Volkswagen, Bud Light, FTX. How five AI engines rank 25 reputation-crisis brands.
Crisis Sector (Industries) Banking #1, Pharma #2, Aerospace #3, Automotive #4, Tech Platforms #5. The sector-side companion to the brand-level study.
Reputation Management Who the engines surface when the query is about trust, damage, and recovery. Hub: AI Reputation Management .
Media Training 32 firms scored across 5 engines on 13 anchor prompts. Clarity Media leads. ~40% of the market is invisible to the engines.
Internal Communications (Methodology) Five dimensions, 25 buyer prompts, five AI engines, quarterly refresh. The defended methodology behind the 2026 index.
Influencer Marketing The platforms, agencies, and creators the engines name in a category built on names.
Lobbying Firms Revenue rank and Citation Share are not the same number. Washington's government-relations firms measured across Claude, Gemini, Perplexity, and Google AI.
AI Communications (Meta-Study) The meta-study: which brands AI engines name most when buyers research AI communications and GEO services. 5W AI Communications is the category-definer.
PR Salary & Compensation PR salaries in 2026: coordinator $35K–$52K, account executive $45K–$72K, VP $85K–$145K, EVP/CCO $175K–$400K. New York pays 25–35% above national. Agency vs. in-house splits. What AI engines tell job seekers — and the $225K spread at the top.
PR Media Pitching HubSpot — a company that doesn't do PR — owns the AI-engine answer on how to pitch media. Citation Share Score: 90. PRSA: 20.

Professional Services & Education

Higher Education Who the engines name when students and parents ask which schools and programs to trust.
Law Firms 25 BigLaw firms ranked across Claude, Gemini, Perplexity, and Google AI. Kirkland leads. Wachtell wins with the smallest website in BigLaw. Above the Law overtakes Chambers as the retrieval anchor.
India (Brand Index) 25 Indian brands. Tata Group ranked #1. Indian IT services punched 9.7 points above Indian banking.
Legal Technology The 2026 Legal Tech AI Visibility Index reveals which vendors dominate AI search and how visibility drives pipeline and growth.

Technology, AI & Cybersecurity

Tech & B2B SaaS Structured product content and review surfaces (G2, Gartner) decide the vendor shortlist. Citation share is pipeline.
Cybersecurity Vendors Which security vendors AI engines name first across Claude, Gemini, Perplexity, and Google AI. Q2 2026 ranking.
AdTech & MarTech 36 named vendors. 5 AI engines. 13 anchor prompts. EPR's flagship CSI for the AdTech and MarTech category, 2026 baseline.
Email Marketing Platforms Klaviyo, HubSpot, Braze, Iterable, Customer.io, Attentive, Salesforce Marketing Cloud, Mailchimp, and 10 more by AI-engine presence.
AI Labs Five labs. Five structurally different positions. OpenAI scale. Anthropic enterprise trust. DeepMind research. Meta open-model. Mistral European sovereign.
Hardware AI (Phase 0) Nvidia owns data-center. AMD is the credible second-source. Intel is the recovery-arc operator. Apple Silicon owns on-device.
AI Coding Tools Cursor leads. Copilot scales. Claude Code owns the repo. 12 AI coding tools ranked by which ones the five engines recommend.
IPO Companies CoreWeave, Circle, Klarna, Figma, Anduril, Databricks, Chime, Fanatics, Waymo, and 16 more.
Portable Technology Portable tech accessory brands now compete for Citation Share inside Claude, Gemini, Perplexity, and Google AI. The five disciplines, the three failure modes, and the category leaders winning the AI engine layer.

Luxury, Auctions & Defense

Auction Houses Sotheby's at 95 and Christie's at 94. The duopoly owns 70+% of category-defining retrieval. Phillips, Bonhams, Heritage trail.
Luxury Real Estate Brokerages Sotheby's International Realty at 93, Compass at 89. Auction-house brand halo and named-agent visibility compound retrieval.
Private Aviation NetJets at 93, Flexjet at 84, VistaJet at 82. The top three own 75+% of category-defining retrieval.
Defense Palantir leads. Anduril and Shield AI challenge the legacy primes. Software-first defense companies outperform their revenue rank.
Defense Methodology 67 prompts, five engines, scoring system, limitations. Full methodology behind the Defense ranking.

Nonprofits & Regulated Markets

Nonprofit Red Cross, St. Jude, UNICEF, and Doctors Without Borders anchor. Evaluator ratings drive citation.
Crypto & Web3 Bitcoin and Ethereum anchor the category. Coinbase dominates US-exchange citation. The named founder beats the anonymous team every time.
Cannabis Brands 5W's Cannabis AI Visibility Index 2026 — Curaleaf, Trulieve, GTI lead at 17.5%. 28% refusal rate, the highest of any consumer category. The original methodology.
Cannabis Trade Press Which cannabis trade outlets get cited most by AI engines, and why Leafly and Weedmaps specifically outrank High Times despite its fifty years of cultural authority. The first Cannabis Trade Press AI Citation Index from Everything-PR.
Hemp-Derived Cannabinoids The U.S. hemp-derived cannabinoid market generated $38.5 billion in 2024. No operator has yet locked category-defining citation share inside AI engines. That gap is the entire opportunity.
Sports Betting 5W AI Communications' Sports Betting & Gaming AI Visibility Index 2026. 25 operators ranked by AI citation share across Claude, Gemini, Perplexity, and Google AI. FanDuel #1, DraftKings #2, BetMGM #3, Caesars #4, ESPN Bet #5.
Lottery The 2026 Lottery AI Visibility Index measured 28 brands across 5 AI engines and 65 prompts. California, Texas, and Florida lotteries are rarely cited.
Restricted Categories How AI engines handle adult, wellness, creator, and regulated commercial categories: the Naming Threshold, the Wellness Passport, the Source Quality Hierarchy, and the New Discovery Stack.
Crypto Exchanges The inaugural Crypto Exchanges Citation Share Index 2026 — which crypto exchanges Claude, Gemini, Perplexity, and Google AI actually cite. Coinbase holds 26.3%. Kraken owns the trader frame. Binance carries U.S. jurisdiction caveats.

Industry, Energy & Infrastructure

Water Infrastructure 25 water-infrastructure brands. Veolia ranked #1. Three brands concentrate the answer across all five engines.
Energy Transition 25 energy-transition brands. ExxonMobil ranked #1. Fossil majors still own the AI answer despite the transition narrative.
U.S. Utilities Duke, NextEra, Southern, Dominion. How AI engines rank U.S. utility-sector brands.

Cross-market Citation Share audits

Language changes retrieval. The same question can produce a different source set, a different brand set, and a different market map when the prompt moves from English into Arabic, Spanish, French, or German.

Arabic × New York Volume I of the AI Language Citation Audit. Twenty travel questions run in English and Arabic. Arabic scores 45% lower on AI Actionability, 56% fewer named venues, and zero official New York City sources.
Spanish × Travel Spanish retrieval falls 29% behind English on travel questions. Named venues drop 52%. Tourism boards and hotels are invisible to Spanish AI. How to fix it.
French × Luxury Claude cites luxury brands 34% more in French and retail platforms 41% less. LVMH, Kering, Hermès gain. Farfetch and SSENSE disappear. Volume III of the AI Language Citation Audit.
German × B2B Services German queries cite German firms 4x more often than English. Language locks geography. Regulation-specific retrieval jumps 23%. Strategic market-selection guide.

Citation-source and infrastructure audits

Citation Share measures which brands the engines name. These audits examine the source layer underneath the answer: the publishers, distribution systems, community surfaces, and corporate pages the engines retrieve.

Wire Services The first independent measurement of how AI engines cite the wire services. GlobeNewswire 31.3%. Business Wire 18.8%. PR Newswire 16.7%. Newsfile and ACCESS Newswire 12.5% each — but both win their target vertical outright.
Investor Relations Pages The first independent measurement of whether the multi-million-dollar IR page infrastructure earns AI engine retrieval surface. Financial services ~100%. Biotech ~92%. Mega-cap tech and junior mining ~0%. The IR-hosting vendor matters.
Reddit Source Map Which subreddits Claude, Gemini, Perplexity, and Google AI actually cite across crypto, finance, wellness, and B2B. 4,000 observations. Perplexity leans hardest on Reddit. Claude lightest.

Annual and franchise-wide reports

State of AI Search 2026 The 62-page annual report documents ten patterns across 15+ categories and 10,000+ buyer-intent prompts run against Claude, Gemini, Perplexity, and Google AI.
Citation Share Index: Year-One Summary 19 industry studies. 5 patterns that appeared in every category. The biggest surprises. And what the data says about where AI-engine brand visibility is going.

For the source-level view of which websites AI engines cite most often, see the AI Citation Source Index 2026.

What is the Citation Share Index?

The Citation Share Index is Everything-PR's standing research series measuring how often brands appear in AI-generated answers across ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews. It maps Citation Share by category: one consistent method applied across every industry, with all figures labeled "Estimated ~X% modeled." Part of the Everything-PR Research Index.

Key Takeaways

  • 100+ category studies live. Same five engines, same method, modeled estimates.
  • Native sources beat legacy authority in every vertical. Hodinkee out-cites Car and Driver. BetterHelp out-cites the APA.
  • The named person often out-cites the firm. Joele Frank, Aravind Srinivas, Sotheby's auctioneers.
  • Revenue rank ≠ Citation Share rank. The biggest brand is frequently not the most cited.
  • First movers hold. LLM citation authority is archival and sticky across model updates.

Method, in brief: ~28 entities per category · ~62 buyer-intent prompts · five engines · directional source-weight modeling · "Estimated ~X% modeled" labels throughout. Full methodology inside each study.

The answer is the new shelf. The brand the engine names is the brand the buyer considers.

Year-One Summary: The patterns that appear across every category, and the biggest surprises. Read the Citation Share Index: Year-One Summary →

How is Citation Share measured?

Each study applies the same method: approximately 28 entities per category, approximately 62 buyer-intent prompts, five AI engines (ChatGPT, Claude, Gemini, Perplexity, Google AI Overviews), and directional source-weight modeling. Figures are labeled "Estimated ~X% modeled" because AI engine logs are not public and results are modeled, not observed. Full methodology is published inside each study and in the 5W AI Visibility Index Methodology. The discipline of building Citation Share is operated commercially by 5W AI Communications, the AI Communications Firm founded in 2003 by Ronn Torossian.

What patterns repeat across every category?

Five patterns repeat across the series. They describe how AI engines build category answers regardless of vertical. Full analysis: Year-One Summary →

  • The native source beats the legacy authority. Category-native publications and community surfaces out-cite decades-old incumbents in every vertical.
  • Reddit and primary data anchor experience queries. On ownership-experience and due-diligence questions, community discussion and primary-source data carry the answer.
  • The named person often out-cites the firm. In crisis, defense-tech, wellness, and menopause, the founder or signature practitioner carries more Citation Share than the institution behind them.
  • Revenue leadership and Citation Share leadership are two different things. The biggest brand by revenue is frequently not the brand the engine names first. Closing that gap is the work.
  • First movers hold their positions. LLM citation authority is archival and sticky. Brands that built authority early retain it despite competitive pressure and model updates.

What other EPR research connects to Citation Share?

The Citation Share Index measures the brand layer: who gets named. Several companion franchises map adjacent parts of the AI answer system, using related but distinct methodology. Each answers a different question.

All series are indexed at the Everything-PR Research Index.

How do brands act on Citation Share research?

The studies measure who is named. The operating model for earning a name is the GEO Operating Stack: fourteen layers from crawler access to Citation Share itself. Engine-by-engine playbooks:


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