According to Similarweb’s 2026 Generative AI Landscape report, ChatGPT included citations in 22.6% of travel answers and 4.8% of education answers in May, against an average of 6.8% across all answers, based on U.S. desktop use. Travel led at 22.6%, followed by retail at 13.5% and sports at 10.7%, while finance was at 8.0%, and technology, health, media and entertainment, and education all fell below the average. The overall citation rate climbed from about 1.3% in June 2025 to 6.8% in May 2026, described as more than a fivefold increase, though it fluctuated during that period. Across all ChatGPT answers, reviews and user-generated content accounted for 28.9% of citations, news and publisher sites for 26.0%, and retail and e-commerce for 14.1%. However, in beauty, retail and e-commerce made up 54.7% of citations; in travel, reviews and UGC accounted for 54.1%; and in finance, finance-specific sites held 36.6%. Similarweb highlighted that no single playbook covers every topic, and brands should focus on which types of sites are most frequently cited within their areas.