A year ago, half the marketing world told us "AI search" was overhyped. The other half was shipping "ChatGPT SEO checklists" in a week.

We ignored both.

Instead we did one boring thing: we scraped LLM citations. Every day. Across ChatGPT, Perplexity, Gemini, Claude. For hundreds of brands. And we asked one question when AI recommends a product, where does that recommendation actually come from?

Here's what we found that nobody was talking about: