Observatory · October 2026
Marketing Agencies: 45.0% of AI Sources Are Rankings
Rankings and comparison pages make up 45.0% of the sources AI engines cite when buyers ask which marketing agency to hire, the highest of nine sectors (Archipel Observatory, 2026).
Updated
45.0%
Go further →Rankings and comparison pages make up 45.0% of the sources AI engines cite when buyers ask which marketing agency to hire, the highest of nine sectors (Archipel Observatory, 2026).
Based on 41,939 answers. The share reaches 57.8% on Copilot and 57.0% on Perplexity, against 40.2% on ChatGPT and 39.2% on Google AI Overviews.
Method
406,626 AI answers collected every day from July 12, 2026 to October 11, 2026 on over 1,700 purchase-intent questions tracked by Archipel (mostly in French, plus the United States and the Netherlands). ChatGPT, Google AI Overviews, Perplexity and Copilot: Profound data. Claude and Gemini: Peec AI data. Sources are classified automatically from their address and title. Figures are aggregated: no brand or client is published. Free to reuse with a link to this page.
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