For our survey of 23 October 2026, we put 80 questions about companies and sectors in Germany and Austria to ChatGPT with web search and analysed all 446 cited sources. Of the media citations, 72 percent came from trade and sector media and 28 percent from consumer media.
Why we looked at ChatGPT
According to Eurostat, 32 percent of people in Germany and 39 percent in Austria already used generative AI in 2025. According to Statcounter, ChatGPT accounted for 79 percent of AI chatbot use in Germany and 83 percent in Austria in September 2026. Anyone looking for a provider, a product or an expert today often asks ChatGPT and gets an answer with a few names and some sources.
How we went about it
The 80 questions were split equally between Germany and Austria and across eight sectors, from finance and healthcare to construction, industry, retail, logistics, energy and IT. We asked about leading companies, trends, innovation and investment, experts and current challenges in each sector. Of 529 cited links, we excluded 83 map links and assigned the remaining 446 sources to one of eight categories.
Trade media lead among media citations
Looking only at editorial media, 69 citations came from trade and sector media and 27 from consumer media. In Germany the ratio is 76 to 24 percent, in Austria 67 to 33 percent. In total, ChatGPT cited 50 different trade titles and sector portals, but only 14 different consumer media. At least one trade outlet appears in 48 percent of answers, compared with 24 percent for consumer media.
Company websites and associations matter just as much
Media account for 22 percent of all sources. Institutions, associations and research (23 percent) and company websites (22 percent) are cited more often. For questions about innovation and investment, half of all sources are company websites and newsrooms. Visibility in AI answers therefore also depends on what is on your own website and whether your company appears with chambers, associations and in studies.
In Austria, press releases are cited directly
There is a striking difference between the two countries. In Austria, 13 percent of all sources are press portals and newsrooms, led by APA-OTS with 21 citations. In Germany the figure is 3 percent. A press release distributed via APA-OTS therefore serves directly as evidence in AI answers in Austria. Concrete facts, figures, locations and quotes make it particularly useful for this.
What companies can take from this
Companies that want to be named in AI answers should appear regularly in the trade media of their sector, with project reports, expert articles and interviews. Their website should clearly describe locations, services and contacts and include current news. In Austria, it pays to write press releases that work as a source in their own right. And it helps to check once a quarter which sources ChatGPT, Gemini and Perplexity cite for your sector.
White paper and GEO consulting
All results by sector and country, the methodology and a press release checklist are in the white paper.
Methodology: Fullstop PR survey of 23 October 2026 using ChatGPT (GPT-4.1 mini with web search, location Germany or Austria), 80 questions in German, 446 analysed sources. A snapshot with one AI system, not representative of all AI answers. Other sources: Eurostat (isoc_ai_iaiu, 2025), Statcounter AI Chatbot Market Share (September 2026). © 2026 Fullstop PR. Quotes permitted with the credit “Fullstop PR, AI sources survey, October 2026”.
Frequently asked questions
Does this make reach irrelevant for PR?
No. Major media build awareness and trust. According to our data, however, trade media play the bigger role when it comes to being named in AI answers.
Which trade media are relevant for my company?
That depends on your sector and market. The most reliable way to find out is to put typical customer questions to ChatGPT, Gemini and Perplexity and look at the sources they cite.
Do press releases have a direct effect on AI visibility?
In Austria, yes: 13 percent of all sources were press portals such as APA-OTS. In Germany, press releases work more through the coverage they generate.
