Observatory · Sector

How AI engines recommend coaching and advisory firms

For coaching and advisory buying questions, YouTube makes up 17.7% of Google AI Overviews sources, the highest share of any sector, while rankings are only 6.3% of all AI-cited sources. Data: 6,548 answers, July 12 to October 11, 2026, a smaller sample than most sectors.

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Updated 11 October 2026

6,548

answers analysed

92%

ai overview displayed

rankings among sources

7.3

sources per answer

Types of sources cited : Coaching and advisory

Share of rankings among cited sources, by engine (Coaching and advisory)

Searches where Google displays an AI Overview, by sector

Coaching and advisory (consultants, coaches, training) totals 6,548 answers from ChatGPT, Google AI Overviews and Perplexity. That is under 10,000 answers: treat the figures as indicative.

This is the sector where engines rely least on rankings: 6.3% of cited sources, and 3.9% on ChatGPT. Brand sites, media and blogs make up 87.7%. YouTube (3.3%) and Wikipedia (1.9%) weigh more than in any other sector; Wikipedia reaches 3.4% of Perplexity sources.

Google AI Overviews appears on 92.2% of coaching and advisory searches, the highest rate of the nine sectors. But it cites a source in only 76.7% of those answers, and YouTube makes up 17.7% of what it cites.

For a coach or consultant, expertise shown on video and on your own site is what engines pick up, far more than any directory or ranking.

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.

FAQ

Frequently asked questions

Does YouTube matter for coaches and consultants in AI search?

Yes, YouTube makes up 17.7% of the sources Google AI Overviews cites on coaching and advisory buying searches, the highest YouTube share of any sector in the Archipel Observatory.

How often does Google AI Overviews appear on coaching searches?

Google AI Overviews appears on 92.2% of coaching and advisory buying searches, the highest rate of the nine sectors, but cites a source in only 76.7% of those answers.

Do rankings matter for coaching and advisory in AI search?

Rankings matter little for coaching and advisory in AI search: 6.3% of cited sources, and 3.9% on ChatGPT, the lowest share of the nine sectors.

Is the coaching and advisory data reliable?

The coaching and advisory data rests on 6,548 answers, under 10,000, so it is indicative. The YouTube signal in Google AI Overviews (17.7%) is the clearest finding.

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