Modo25 / News & Insights / Digital news to watch: New data exposes what really drives AI citations

Digital news to watch: New data exposes what really drives AI citations

In this week’s digital news, SE Ranking analysed 129,000 domains to identify the top 20 factors driving ChatGPT citations. Backlinks, traffic, and trust scores ranked highest. Google’s John Mueller said that rewriting AI content by a human won’t change the site’s ranking in Google by default.

The grocer Morrisons aims to leverage retail media growth with targeted ads at store entrances, closing the gap with competitors like Tesco. High street footfall fell over Black Friday, with visits down 2% on the day and 7.2% year on year, raising concerns about weak consumer spending and a subdued economic outlook for 2026.

Meta has quietly expanded its Creative Testing tool to support up to 10 ad variations in a single ad set, doubling the previous limit of five. AI models are becoming trusted advisors, not search engines.

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New data reveals top factors driving AI citations

Fresh research into the elements influencing ChatGPT citations has confirmed that while AI search is advancing, the core tenets of SEO remain paramount. The study, which analysed over 129,000 domains, found that established authority metrics are the single strongest indicator of whether a site earns a citation from the AI model. Specifically, a high number of referring domains (backlinks) and substantial organic traffic figures, particularly once they surpass a threshold of roughly 190,000 monthly visitors, show a strong correlation with citation frequency.

For SEO strategists, this highlights two crucial factors: firstly, investing in building high-level domain authority and securing quality links is still absolutely essential for achieving ‘AI visibility.’ Secondly, the depth and structure of content are key, with longer articles (over 2,900 words) and clear organisation being preferred. Interestingly, brand mentions on community platforms such as Reddit and Quora also correlated strongly, suggesting that AI models are using social signals and third-party validation as a form of trust marker, adding a vital new layer to brand-building within the AI search ecosystem.

Read more here.

Rewriting AI content will not ensure recovery

Google Search Advocate John Mueller has issued a warning to website owners whose domains have suffered damage due to the publication of low-quality, AI-generated material. Mueller cautioned that merely manually rewriting that content will not automatically lead to recovery or restore the site’s standing in Google Search. He underlined that the core problem is not the tool used (AI or human), but the site’s failure to add genuine, authentic value to the wider web.

For sites currently in a “bad state,” Mueller suggested treating a complete content overhaul as “essentially starting over with no content,”. Rather than approaching it as a standard page-by-page editing job. He warned that trying to recover an impaired domain will be “harder than starting with a new domain” and could take “much longer,”. Implying that in some situations, accepting the loss and launching a fresh, truly valuable website on a new domain may be the quicker route to re-establishing trust and rankings.

Read more here.

Morrisons to launch 300 digital screens in stores in bold move to catch up with Tesco

Morrisons will install 300 digital advertising screens at store entrances from early 2026 under a seven-year partnership with Bauer Media Outdoor. The move marks its first major step into digital out-of-home advertising and is designed to modernise in-store marketing and unlock new revenue. Programmatic features will let brands tailor campaigns in real time based on shopper behaviour. The rollout brings Morrisons in line with rivals such as Tesco, which already has a strong retail media network. For shoppers, store entrances will now double as high-value advertising space, reflecting a wider shift across UK supermarkets. We’ve continued to see DooH demands from clients this year, and retailers are set to take advantage of this.

Read more here.

UK refrains from hitting the high street on Black Friday as fears grow over the economy

High street footfall fell over Black Friday, with visits down 2% on the day and 7.2% year on year, raising concerns about weak consumer spending and a subdued economic outlook for 2026. Online sales were mixed, while analysts said the cost-of-living squeeze is dampening activity. KPMG forecasts modest GDP growth next year as households remain cautious and unemployment rises. Business confidence has slumped, with surveys from the CBI and Institute of Directors pointing to uncertainty and high costs. Hospitality leaders warn that business rate increases could force closures, despite government relief measures.

Read more here.

Is Meta expanding creative testing to 10 ads?

Meta has quietly expanded its Creative Testing tool to support up to 10 ad variations in a single ad set, doubling the previous limit of five. This change benefits companies with ample creative resources, allowing broader testing within Meta’s structured environment. However, the tool still requires new ad creation for testing, which can slow workflows.

Read more here.

AI models are becoming influencers

AI models are becoming trusted advisors, not search engines. Last year saw 700 million product conversations, mostly seeking recommendations. Buyers provide context and expect tailored guidance. Prompting models to act like influencers who form opinions and recommend the best fit. Opinions are shaped by what models can read, so clarity, specificity, and consistent proof build trust. Brands must understand AI perceptions, identify harmful assumptions, and create content that improves recommendations.

Read more here.

For more information on any of this week’s stories or for support with your digital marketing efforts. Our friendly team would be more than happy to discuss your requirements. Drop us an email at team@modo25.com

Author

Luke Hickling

Author

Luke Hickling

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