IT Channel Oxygen is the most-cited website for AI buyer prompts relating to UK and Irish IT distributors, fresh research indicates.
According to marketing agency Visibility Wins, AI tools like ChatGPT are shaking up how IT buyers are discovering and evaluating vendors and service providers (see more here).
Its report looked into how six AI tools – namely ChatGPT, Gemini, Perplexity, Google AI Overview, Grok and Google’s AI Mode – decide which IT providers to recommend.
IT Channel Oxygen is “one of the most-cited websites across the whole dataset”, report author Adam Grant confirmed.
More specifically, it was also the top-ranked website for buyer prompts related to IT distributors.
IT Channel Oxygen accounted for 3.27% of all citations, ahead of channelweb.co.uk, price comparison sites, social media platforms and distributor websites.
“The trade press carries unusual weight in this category. Earned media in IT Channel Oxygen and ChannelWeb together account for 6.2% of all IT distributors citations,” the report stated.
“Earned media in those publications is structurally higher value here than in any other IT subcategory.”
Answer engine optimisation (AEO) “is the practice of optimising your earned and owned content to increase the percentage of times AI tools like ChatGPT, Claude, and Gemini recommend your business”, the report stated.
“For B2B IT buyers, this is the new way to discover, research, and compare potential solutions,” it said.
This report aims to answer what is driving these recommendations, and how IT providers can increase their recommendations, with data from 25,862 citations across 1,000 commercial-intent prompts that mirror how real IT buyers research vendors.
You can download the report here.
