Published reports

Research studies, index analysis, research synthesis, reference material, and practitioner analysis from Machine Relations Research — each report classified by content type under the editorial standards.

AI Search Adoption

How quickly answer engines are replacing traditional search as the first step in commercial discovery.

810M

ChatGPT monthly active users (2026)

OpenAI investor presentations

750M

Google Gemini monthly active users

Alphabet earnings calls

9.7×

growth in the average site's AI referral traffic in the year to June 2025, from a small base (81,947 sites)

Ahrefs, 'AI Traffic Has Increased 9.7x in the Past Year', June 26, 2025

−50%

Gartner-predicted traditional search decline by 2028

Gartner Predicts 2024

Citation & Earned Media

What independent studies show about where AI systems source their citations.

82–89%

of AI-cited links fall in Muck Rack's earned-media category (sources brands neither own nor pay for; journalism alone is about a quarter)

Muck Rack Generative Pulse, three editions July 2025 to May 2026

Industry Disruption

Where legacy PR firms are losing revenue and where the money is moving as AI reshapes discovery.

−8.1%

Edelman US revenue decline (2025) — third consecutive year

PRWeek

4–5%

Publicis growth driven by AI/data capabilities

Publicis investor presentations

76%

of PR professionals now using AI tools daily

PRCA AI Adoption Survey 2025

83%

of Google queries are now zero-click

SparkToro Zero-Click Study

Key insight

Muck Rack's three editions put 82–89% of the links AI systems cite in its earned-media category: sources brands neither own nor pay for. Journalism alone is about a quarter of that, and the rest includes academic, government, encyclopedic and third-party corporate content. It is one vendor's count of what engines cite, not a measure of what any placement produces.

ChatGPT now handles over 2 billion queries daily (OpenAI, 2025). Gartner projects traditional search will decline 25% by 2026. The brands that secure citation positions in this window will be difficult to displace — because AI citation compounds the way domain authority once did.

All reports

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