25.4% of what ChatGPT, Google AI Overview, and Perplexity cite when answering a “best product” question is a page disclosing a commercial interest, according to a scan of 106,758 English citations by DataPulse Research and GetCited.
For example:
- Google’s AI Overview named Accredited Debt Relief “best for customer satisfaction” and sourced the claim to a Los Angeles Times page carrying a “Paid program” bar, in the paper’s special supplements section, with the page itself credited to Accredited Debt Relief.
- It also called Absolute Collagen the UK’s best overall collagen supplement, citing a Good Food review with its commission disclosure above the headline. Google cited Good Food four times in that single answer, in three of three runs.
- Asked for the best online psychic reading sites, Google’s AI Overview opened with “Keen is the best overall psychic website for beginners and budget-conscious users,” sourced to a Houston Press page displaying a “Sponsored content” badge and bylined “In partnership with Story Console.” Perplexity cited the same page inside its comparison table.
- Both Google’s AI Overview and Perplexity cited a Los Angeles Times ranking of hair transplant clinics in three of three runs, on a page carrying four separate disclosure labels, including the line “Ad paid for by Hermest Clinic.”
- Asked for the best pet insurance in the US, Google’s AI Overview listed insurers with Forbes as a source, citing a Forbes Advisor page carrying a partner-links commission note and an Advertiser Disclosure link. ChatGPT cited the same page in one of three runs. Forbes Advisor was the most-cited commerce section of any general-news brand in the study’s April data.
The share of commercial citations varies by category, running 41% on consumer electronics questions, 26% on fashion and beauty, 19% on software and B2B tools, and 13% on education. Ten publishers supply 25% of those disclosed citations, led by TechRadar, Forbes Advisor, PCMag, CNET, and Tom’s Guide.
So what does this mean?
For Brands: There’s never been a better time to produce your own “Best XYZ” listicles, pay for “best product” press coverage, or pour some gasoline on your affiliates’ content production.
For Consumers: There’s never been a worse time to trust AI answers. Make sure to do your due diligence beyond what your AI chatbot surfaces as the “best.”
