The Citations report in your OtterlyAI Brand Report is one of the most actionable insights you can use to understand how AI perceives your brand across the web. Think of it as a full content gap analysis showing you exactly where your brand appears, where your competitors are mentioned, and where you may be missing visibility in sources that ChatGPT, Perplexity and other AI engines rely on.
OtterlyAI analyzed 1,400,000 citation links in September 2025 and found that the most frequently cited sources were brand websites, news and media outlets, and Reddit.
That’s why it’s important to dig into these categories and identify missing mentions, so you can spot opportunities to appear in the sources AI relies on most, ultimately improving your discoverability.
You can break down the report into these sections and focus on them individually.
Brand category
Your content team might spend their time in the Brand domain category. This portion of the report shows which pieces of branded content AI is already using to answer queries related to your prompts.
By analyzing these links, you can guide your editorial strategy: update outdated content, create stronger versions of competitor pages, and expand into new topics that AI is already pulling from but where your brand isn’t yet represented.
Blogs and News/Media
This section helps your PR and communications teams understand where your brand is (or isn’t) being mentioned across authoritative news and media sources; the places AI heavily trusts.
Using the domain category filter, select News/Media and/or Blogs, then apply the Not Mentioned filter. This instantly highlights articles, editorials, or posts where your competitors are mentioned but your brand isn’t, signaling a clear PR outreach opportunity.
You can export these URLs to build targeted pitches, understand which journalists or publications to engage, and track which sources may have a strong influence on how AI forms brand responses. Because Citations update daily, you can monitor how coverage changes and how your PR efforts impact AI visibility over time.
Community/Forum and Social media
For social and community teams, the report helps surface conversations happening beyond traditional media.
Using the domain category filter, select Community/Forum or Social media to reveal threads, discussions, and posts where your competitors may be referenced more often than your brand. This is especially useful for platforms like Reddit.
A brief visualization demonstrating the filter-selection process.
The Citations report gives every team, PR, Content, and Social, a data-backed action plan. By identifying where you’re absent but competitors are present, you can prioritize high-impact opportunities and create the right content to make sure AI consistently recognizes your brand.