Product Pages Lead AI Citations in B2B Study
Product pages accounted for 24.1% of AI citations in a B2B study by Ten Speed, the single largest category. The agency wrote 170 prompts mirroring late-stage buyer questions and ran them through Peec AI, which tracks how ChatGPT, Perplexity, Claude and Gemini cite URLs. The prompts produced 7,387 citation appearances across fintech, physical security, hospitality and IT automation clients.
Articles took 17.4% of citations, comparison pages and listicles each around 13%, how-to guides just under 9%, and homepages 7.8%. Directory profiles on sites like G2 and Capterra picked up 7.2%. Reddit, YouTube, forums and discussion threads combined for 4.2%, with Reddit doing most of that work and YouTube barely registering at around 1%. Brand-controllable content made up 88.3% of everything cited.
Comparison format prompts were 20% of the prompt set but generated close to 27% of citations, a 1.33 times return. Ten Speed said the platform-level data was not collected in this pull, so the split is averaged across four AI models with different citation behaviour. The 88% versus 4% figure was reported as a descriptive pattern, not statistically tested.
The dataset covers only Ten Speed's own B2B SaaS and professional services clients, so consumer or ecommerce brands could see different results. Citation volume is not the same as a click or a closed deal, and Ten Speed said it does not yet have data connecting citations to pipeline. For brands trying to be cited at the evaluation stage, the study points to rewriting product pages and homepages in plain language, building comparison content against more than the obvious rivals, and treating G2 and Capterra profiles as structured content.
Reported by Search Engine Journal ↗
Topics: Citations, ChatGPT, Perplexity