For Laughs

What AI Hears

CRO9 Research·Published March 9, 2026·8 min read
What AI Hears

When marketers speak, AI algorithms don't always hear what's intended. In fact, ~88% of AI Overview appearances are driven by informational-intent queries, which may not align with the marketer's message. This disconnect can significantly impact SEO and marketing strategy. As a result, marketers must consider what AI actually hears, rather than just what they say.

Key facts
  • ▪88% of AI Overview appearances are informational-intent queries
  • ▪84% of AI citations come from third-party sources
  • ▪40-60% of AI citations change monthly

What happens when marketers say one thing but AI hears another?

When marketers say one thing but AI hears another, it can lead to a significant disconnect in their SEO and marketing strategy. For instance, if a marketer is trying to promote a product with a specific keyword, but the AI algorithm hears a different keyword, it can affect the product's visibility in search results. According to CRO9, ~55% of AI citations pull from the top 30% of the page, highlighting the importance of optimizing content for AI comprehension. By understanding what AI actually hears, marketers can refine their strategy to better align with their target audience's informational intent.

How do AI algorithms process marketer's messages?

AI algorithms process marketers' messages by analyzing the content's structure, keyword density, and overall relevance to the user's query. However, if the keyword density is too high, above ~1.5-2%, it can work against the marketer, as it may be perceived as spammy. Furthermore, self-contained 200-400 word sections are the unit of citation, emphasizing the need for concise and informative content. By considering these factors, marketers can create content that resonates with both their target audience and AI algorithms.

What role do third-party sources play in AI citations?

Third-party sources play a significant role in AI citations, with ~84% of citations tracing back to these sources. This highlights the importance of building a strong online presence through reputable third-party sources, such as reviews, testimonials, and mentions in authoritative publications. By doing so, marketers can increase their visibility in AI-driven search results and improve their overall marketing effectiveness. Additionally, branded queries can earn ~+18% CTR under AI Overviews, demonstrating the value of establishing a strong brand identity.

How often do AI citations change, and what does it mean for marketers?

AI citations can change frequently, with 40-60% of citations churning monthly. This means that marketers must continually monitor and adapt their strategy to ensure they remain visible in search results. By tracking changes in AI citations and adjusting their content accordingly, marketers can stay ahead of the competition and maintain a strong online presence. Moreover, with CRO9 tracking 147 behavioral metrics from a single <15KB script, marketers have access to valuable insights to inform their decision-making.

Frequently asked questions

What is the primary factor in determining AI citations?

The primary factor is the relevance and quality of the content, with ~55% of AI citations pulling from the top 30% of the page.

How can marketers improve their visibility in AI-driven search results?

Marketers can improve their visibility by creating high-quality, informative content with optimal keyword density and structure, as well as building a strong online presence through third-party sources.

What is the impact of branded queries on AI Overviews?

Branded queries can earn ~+18% CTR under AI Overviews, demonstrating the value of establishing a strong brand identity.

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