When someone asks an AI assistant for the best product in a category, the answer is built from sources.

Product cards in answers, forums, listicles, and review sites do most of the work, while brand pages often get left out.

In this talk, Metehan will share what he found after pulling the citations behind thousands of AI shopping queries and sorting them by source type.

He will show which sources models actually lean on, how that split changes by category and price point, and what it means for teams still spending their entire budget on on-site content.

Attendees will leave with the real citation split between UGC, listicles, review sites, and brand-owned pages, a clear view of which third party sources are worth chasing in their category, and a simple method to check where their brand is cited today and where it is missing.