Your online digital footprint: Understanding what’s driving AI responses

In this report co-authored by Digitalis and Edison Group, we examine what is feeding the chatbots their information and look at how investor relations officers (IROs) and corporate communication teams can start to manage their company’s digital footprints more effectively. This is especially important for high-profile individuals and companies, whose larger digital footprints present greater potential for inaccurate conflation – or misinterpretation – of data.

Introduction

• Digitalis’s research findings highlight that owned assets and Wikipedia pages made up 72% of all sources cited by chatbots.
• The reliance of chatbots on first-page search results underscores the importance of maintaining a positive and accurate online profile.
• 54% of sources cited across all three chatbots were located on page 1. Perplexity showed the greatest preference, with 61% of all sources located on page 1.
• Edison finding its own content is increasingly being referenced in chatbot results as large language models (LLMs) look for high-quality content for their responses.

See more here.