New data from a SISTRIX study will help you start to assess your strategy for AI Chatbot and AIO visibility. Entity visibility will be key in the future but, as you’ll see in the presentation below, classic search + AIO is the most important thing to focus on at the moment. The video below is a recording of the presentation given at the Digital Marketing Meetup in Leeds on the 11th June 2025.
- Big Changes, More Providers
- SISTRIX study data overview
- Sources are rarely linked
- How often are brands mentioned?
- Different chatbots, different sources
- Gemini has the largest number of linked sources
- The Reddit paradox
- Brands and links
- It's very rare to see a brand mentioned on its own
- Demos and examples from the SISTRIX AI Chatbot beta tool
- AIO Insights from SISTRIX. Rollout data for UK
- AIO increases over time for various domains and sectors
- New AIO data in the SISTRIX Toolbox, demo
- How to get on the SISTRIX AI Chatbot data trial
Extensive presentation notes are included below the video, which can also be viewed on the SISTRIX YouTube channel.
Latest news: AI Mode has been launched in the UK.
Big Changes, More Providers
Competition for Google has grown considerably in the last few years in the area of AI Search. Where previously we only had one important provider of statistics, it seems that this will now spread across multiple providers. In addition, the era of un-linked mentions is now back with us. Entities such as people, places, brands and products will need to be tracked.
SISTRIX study data overview
In our initial data-set and study, which forms the basis of data in our new AI Chatbot tool, we sent 10 million prompts to each of three AI Chatbots and we did that over 5 languages. This report is based on analysis of that data set.
Sources are rarely linked
The first, and probably most important consideration for SEOs is the data on linked mentions. 23% of responses from Gemini had linked mentions. ChatGPT offered just 6.3%. The message here is that the era of measuring success via link clicks is coming to an end.
How often are brands mentioned?
When brands are mentioned, there are between 5 and 10 different brands mentioned, on average, in the answer. Consider the fact that your brand, when it appears, will appear next to other brands.
Different chatbots, different sources
Each Chatbot is is different in the way it links. A short look at the top domains shows the differences in choice of sources. Gemini, leftmost in the image above, shows a preference towards support pages in its link landscape. ChatGPT (middle) shows reference and government sites. Deepseek, on the right, shows a completely different selection of sources.
Gemini has the largest number of linked sources
Across the three AI Chatbots tested in the stdy, Gemini showed the largest number of difference sources for its links. This may not be surprising given Google’s reliance on links to rank URLs from its index.
The Reddit paradox
Despite the close cooperation between Google and Reddit, Reddit is rarely linked as a source. Surprisingly, Gemini mentions Reddit as a source even less than ChatGPT and DeepSeek. The strategy of placing brand mentions on Reddit in order to increase AI Chatbot visibility is groundless.
Brands and links
The current practice of measuring clicks from linked sources is over but unlinked brand mentions are also not prevalent. They do not appear in the majority of AI responses. It is therefore important to be represented in the answers in which brands are mentioned. Only 22.2% of ChatGPT answers contained a brand mention.
It’s very rare to see a brand mentioned on its own
Brands are often mentioned alongside others and, as the data shows here, very, very rarely mentioned on their own. Only 2% of Google Gemini answers contain a single brand mention.
Demos and examples from the SISTRIX AI Chatbot beta tool
The Visibility Index, a metric we introduced over a decade ago, will be implemented in the new SISTRIX AI Chatbot tool, which is now in beta. Visibility Index numbers will be shown for the entities identified in the responses along with links and the prompt response.
You will be able to view important competitor information which helps you to see who your competitors are, and to evaluate the environment in which you sit. Is it as you expected?
A prompt gap tool allows you to see important prompts in which a competitor appears but your entity is not.
The sources mentioned in the prompts will also be listed.
Top entities lists will always be available for each Chatbot analysed and we’re working on a new Project tool which will allow you to set your own prompt calls and monitor for changes on a regular basis.
AIO Insights from SISTRIX. Rollout data for UK
AIO rollout began with US search results but other countries followed and were quick to show large percentages of AIOs in the SERP results. Our radar, updated daily, allows you to track this.
As of Aug 1 2025, 15.22% of 1 million UK SERPs assessed daily have an AIO box in them. 26.58% of US SERPs have an AIO box in them.
AIO increases over time for various domains and sectors
Data gathered over time, for various domains, shows the change in percentage of AIOs showing in SERPs. The health information sector is impacted more than average but among ecommerce sites there’s a significant rate of increase. We expect these numbers to change as Google performs tests.
New AIO data in the SISTRIX Toolbox, demo
Existing customers already have access to AIO data in the toolbox. At the domain level you can see 1) The ranking keywords which have an AIO box in the SERP. 2) The AIO boxes in which a domain is linked 3) The detailed answer, entities and linked URLs in AIO boxes. More detail on AIO data is available in this changelog.
How to get on the SISTRIX AI Chatbot data trial
Sign up for the free trial and we’ll help you get on to the SISTRIX for AI Chatbots beta tool.
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