Written by: Vickie Sullivan  |  October 06, 2026

Who AI Agents are Citing in Their Summaries

Now that AI agents have joined the online search chat, everyone wants to know who these bots are including. Digital marketing agency Jellyfish’s analysis of 27 million responses has some good news for content creators like us.

This press release announcing their new platform shares the general findings. The upshot: independent, niche creators outrank brand-owned content and even celebrity influencers. YouTubers are getting the most traction, as over 1 million videos are cited daily by AI assistants here in the US.

This is good news for us on two fronts:

• Popularity has its limits. Apparently, AI cares more about details than adulation. Yes, engagement still matters but smaller shops can now compete with those who have huge marketing operations. The agents are looking for relevance, not size.
• Expertise matters. AI agents crave clarity, which experts like us can provide with deep dives into specific subjects. So let’s keep those details coming. Specificity is now a top priority.

For years, prominence has overshadowed expertise. Thanks to AI, the pendulum is swinging back. But expertise is redefined though. It is measured by depth and relevance, not by reach and the loudest voice.

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Now read this:

Want AI to Cite Your Content? Start Here.

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