Three answer engines now sit between brands and their customers: ChatGPT, Google AI Mode, and Claude. Each one picks its sources differently, and most brands are optimizing for assumptions that don't hold.
This session breaks down how each engine actually chooses what to cite, based on a dataset of real AI search results built at Profound. You'll see why Claude is the most predictable engine to win and the one almost everyone overlooks, what changed when ChatGPT opened its ads to self-serve, and how Google AI Mode reads a page differently depending on whether you're asking about a place or a product. The takeaway is practical: what to change on your pages so a model reads you cleanly and names you in the answer.