We measured one channel first: AI search.

We started with the buyer questions of real B2B startups. We asked AI engines and Google these questions. Ten days later, we asked them again. AI search is one GTM channel of many. The brain tracks them all the same way.

Finding 1.

Each AI engine cites different sources.

Google AI Overviews cite YouTube in 38% of answers. Microsoft Copilot cites it in 0.2%.

Finding 2.

Ten days later, ChatGPT's sources changed.

ChatGPT answers that cite big news sites (WSJ, FT, Reuters and others): 25%, then 2.5%. Same 484 questions.

ChatGPT answers that cite Reddit: 5.8%, then 0%.

Finding 3.

Some sources did not change.

YouTube in Google AI Overviews answers: 37%, then 38%.

Fraktal reports what changed and what did not.

Method

How we check that a change is real.

We asked the same questions twice on 27 October. The results moved by about 2 points. We show only changes larger than that. One risk remains: ChatGPT answers come through one provider. If that provider changed how it asks ChatGPT, the result would look the same as a change in ChatGPT.

2,934 answers on 16 and 17 October · 2,871 answers on 27 October · 6 AI engines and Google · 10 startups.