B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
94%
94% -- share of ai cited links from non paid sources for AI systems (generative AI search) (2025)
Approximately 94% of links cited by AI systems originate from non-paid sources.
- The source states 'approximately 94%'.
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Lighthouse Research Team
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Evidence graded
Value
94%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Muck Rack
Primary
Tier B
https://www.reputation-inc.com/thinking/the-machine-readable-reputation-era/ ↗
Source Article
The Machine-Readable Reputation Era
For years, reputation sat slightly outside the hard commercial metrics organisations prioritised. Marketing could point to clicks, conversions and attribution. Finance could point to shareholder returns and operational teams could point to efficiency gains. Reputation was often acknowledged as impor…
Original Research
Muck Rack
· Original study ↗
Methodology
Muck Rack Generative Pulse research on AI citation sources
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
AI systems (generative AI search): 94% share of ai cited links from non paid sources. Source: Muck Rack (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-cited-links-non-paid-sources
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<blockquote cite="https://lighthousedata.io/data/ai-cited-links-non-paid-sources" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>94%</strong> -- share of ai cited links from non paid sources for AI systems (generative AI search)<br><small>Source: Muck Rack (2025) · <a href="https://lighthousedata.io/data/ai-cited-links-non-paid-sources" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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