AI Search with Purchase Intent: Where Does the AI Cite From – and What Does It Mean for Your SEO Strategy?
When we talk about GEO (Generative Engine Optimization) and AI Search, many people ask the same question: Where does the AI get its knowledge from – beyond the client's own website?
Throughout 2024 and 2025, numerous analyses – including from SEMrush – have shown that Reddit features heavily in AI responses, particularly for broad, informational and top-funnel searches. This has created a narrative that Reddit is the place to be if you want visibility in AI-generated search results.
However: that picture changes significantly when we look at keywords with purchase intent.
A new analysis shifts the understanding: Reddit drops to position 12 for purchase intent
First Page Sage published an analysis in autumn 2025 that specifically examines which types of websites the AI cites when the search query has purchase intent.
And something interesting happens here:
- Reddit, which features enormously in top-funnel searches,
- drops all the way to 12th place when the user is ready to buy.
This underlines an important point:
The user being in a different phase completely changes which sources the AI prefers.
For businesses looking to generate sales – not just awareness – this means Reddit plays a far smaller role than many people think.
Bust the myth: Reddit is not the solution for bottom-funnel conversions
It is important to have this conversation with clients – especially when they are being influenced by LinkedIn trends and agency talk.
The message is:
Reddit is fine for brand awareness and top-funnel informational searches.
But it does not move the needle on bottom-funnel conversions in AI responses.
When the AI needs to recommend products or services to a user who is ready to buy, it chooses entirely different types of websites as its reference.
Strategy for E-commerce: AI looks for best-in-test, lists and social proof
When there is purchase intent, the AI primarily prioritises pages that offer evaluation, comparison and proof of quality.
The most important page types for e-commerce are:
1. Affiliate and “Best-of” sites
The AI loves lists.
That is why it is essential that clients are represented on:
- TechRadar
- lifestyle magazines
- niche blogs
- best-of guides
- product review sites
If your product is not mentioned in these top sources, the AI has no reason to mention it.
2. Reviews: Trustpilot, Google Reviews and others
The AI uses aggregated ratings as a strong quality indicator.
That is why businesses need to strengthen:
- Trustpilot strategy
- Google Reviews
- user reviews in general
High ratings and a large number of reviews increase the likelihood of the AI selecting your products.
3. Digital PR in media outlets
Traditional media act as authoritysignals.
The AI rewards:
- mention in newspapers
- articles in magazines
- features in editorial formats
The stronger the brand authority, the greater the likelihood of citations.
Strategy for Lead Generation & B2B: AI looks for expertise and industry documentation
For B2B searches with purchase intent, AI is not about social proof, but about industry authority and relevant comparison platforms.
The most important B2B sources are:
1. Aggregators & niche platforms
Depending on the industry:
- G2
- Clutch
- Capterra
- service platforms
- trade and professional directories
The AI considers these valid and objective sources.
2. Thought leadership in trade media
The AI wants to see evidence of professional authority.
That means content and coverage in:
- Dansk Markedsføring
- Ingeniøren
- Dagens Byggeri
- other niche trade publications
The more third-party articles, the stronger the company's authority from the AI's perspective.
3. Testimonials and case studies on third-party platforms
The AI prioritises in-depth assessments – not just brief quotes.
Examples:
- client interviews
- detailed case studies
- verified testimonials
These serve as neutral quality proof in AI responses.
Conclusion: Don't only optimise your own site – optimise your entire digital ecosystem
AI Search has fundamentally changed the SEO landscape.
It is no longer only about:
- technical SEO
- on-page optimisation
- classic content production
It is about generative authority.
It is about which external pages the AI trusts the most.
And it is about being visible where the AI actually sources its citations.
In short:
We need to shift focus from only optimising the client's website
→ to optimising their presence across the entire ecosystem of websites the AI refers to.
