Revealing Insights on AI-Generated Queries and Affiliate Media's Influence in Various Industries

The Growing Influence of Affiliate Media in AI-Generated Content

In today's digital landscape, the emergence of generative AI has significantly transformed how information is accessed and processed. A recent analysis conducted by CARRAC, a marketing research firm based in Tokyo, sheds light on the specific trends related to information citation by generative AI when responding to comparative queries across different industries. Using their AI research platform, "AIhack," CARRAC undertook an in-depth examination to discern the citation tendencies of generative AI, specifically focusing on affiliate media.

Affiliate Media as Primary Sources

The research uncovered that approximately 46% of the citations in the generative AI responses derived from affiliate media. This figure surpasses that of owned media, which stands at 41%. Particularly notable is the varied citation trends among different sectors. In the telecommunications and energy sectors, affiliate media sources constituted the majority, while in the healthcare sector, content from esteemed service providers and expert-reviewed owned media proved dominant. This paints a clear picture of how generative AI selectively identifies reliable information based on industry-relevant sources.

The Role of Affiliate Media

As generative AI begins to take a foothold as an alternative to traditional search methods, understanding which sources the AI learns from and cites is becoming increasingly crucial. Businesses are now acknowledging the importance of AIO (AI Overview Optimization) and GEO (Generative Engine Optimization) strategies to adapt and thrive in this changing environment. Affiliate media, with their structured and comparative information design, are often perceived as well-organized and trustworthy sources of information, making them invaluable to the generative AI's learning process.

Summary of Findings

The study revealed that the overall citation rates among the analyzed sectors were as follows: affiliate media at 46%, owned media at 41%, and other sources at 13%. This highlights a clear trend where affiliate media sources play a pivotal role in shaping the landscape of AI-generated responses.

- Industry Analysis: In terms of specific sectors, affiliate media emerged as key information sources in the telecommunications and energy sectors due to their comprehensive user reviews and comparability. Conversely, in the healthcare sector, owned media backed by expert validation gained precedence. Thus, the trustworthiness of information sources differs for generative AI based on industry.

Research Overview

The methods employed included analyzing AI responses from Google AI and ChatGPT related to various sectors such as online medical consultations for treatments like AGA and hormonal pills, budget-friendly SIM options, and new energy providers. The research took place from September 27 to October 20, 2025, with multiple assessments conducted within this timeframe. The classification of citation sources was broken down into affiliate media, owned media, and other categories, including news outlets and personal blogs.

Impact on Brand Recognition

The findings from CARRAC also suggest a significant impact of affiliate media on consumer behavior when utilizing generative AI for comparative decision-making. The increasing citation rates of affiliate media indicate that they are evolving beyond the traditional realm of performance-based advertising, becoming important sources that influence brand and product recognition and perception.

Historically, strategies aimed at AIO and GEO have focused primarily on owned media like company websites. However, these findings suggest that external sites, particularly affiliate media, warrant equal attention in developing response strategies. Advertisers facing challenges in these areas are encouraged to seek consultation with CARRAC, particularly regarding:

- Evaluating current situations and challenges from AIO and GEO perspectives.
- Visualizing the impact of affiliate media on their brand and products in the AI context.
- Exploring strategies for engagement with affiliate media.

Future Directions

CARRAC is committed to quantitatively analyzing the response content and source structure of generative AI to provide clients with insights on how they are perceived by AI and which affiliate media impact AI responses. Capturing the rapidly evolving landscape of AI will be essential for offering robust relationships with media that have been fostered through years of experience in the affiliate advertising business. In the realm of AIO and GEO, CARRAC aims to support the sustainable growth of its client companies through these expertise-driven initiatives.