How do ChatGPT and AI assistants cite a company?
ChatGPT and other AI assistants talk about a company in two ways. Either with what the LLM learned during training, its training data. Or with what it searches for on the web at the moment it answers, which is called grounding. On the Swiss questions Repliq tracks, fewer than one answer in ten cites no source at all: web search decides almost everything. Before answering, ChatGPT turns the question into several searches, the fan-out queries, and goes looking for the federal law, the canton, the FRC consumer association or the brand's official site. When the question says Switzerland, the sources turn Swiss. When it does not, the assistant lands on French websites first. A page that clearly states Switzerland, Swiss francs and the year therefore starts with an advantage.