Issue 08 of AI Visibility Weekly. Curation (comparison and 'best of' roundups) is AI's #1 content type at 31.6% of 54,986 W24 citations across 13 industries and 123 brands, more than double the next type (news, 15.6%) and the top content type in 11 of 13 industries. Even the most-mentioned brands (SK Telecom and KT at 73%) are cited on their own sites just 3% and 14% of the time.
Issue 08 of AI Visibility Weekly. Curation (comparison and 'best of' roundups) is AI's #1 content type at 31.6% of 54,986 W24 citations across 13 industries and 123 brands, more than double the next type (news, 15.6%) and the top content type in 11 of 13 industries. Even the most-mentioned brands (SK Telecom and KT at 73%) are cited on their own sites just 3% and 14% of the time.
Issue 08 of AI Visibility Weekly. Curation (comparison and 'best of' roundups) is AI's #1 content type at 31.6% of 54,986 W24 citations across 13 industries and 123 brands, more than double the next type (news, 15.6%) and the top content type in 11 of 13 industries. Even the most-mentioned brands (SK Telecom and KT at 73%) are cited on their own sites just 3% and 14% of the time.
Issue 08 of AI Visibility Weekly. Curation (comparison and 'best of' roundups) is AI's #1 content type at 31.6% of 54,986 W24 citations across 13 industries and 123 brands, more than double the next type (news, 15.6%) and the top content type in 11 of 13 industries. Even the most-mentioned brands (SK Telecom and KT at 73%) are cited on their own sites just 3% and 14% of the time.
This week's pattern is about format, not a new industry. Run the same consumer-style prompts through the three AI surfaces Korean consumers actually use, and the single kind of page AI reaches for most is not a brand's homepage, a news article, or a customer review. It is a curation post: the "best Korean credit cards," the "top air purifiers," the "K-beauty you should try." Curation is the #1 content type at 31.6% of the 54,986 citations classified in W24, more than double the next type, news (15.6%).
That is not one industry's quirk. Curation is the top content type in 11 of the 13 industries we track, and the external blog, where most of these roundups are published, is AI's #1 cited source in all 13. The brands AI names most are being described to the world by lists that someone else wrote. So this week's question is less "does AI know my brand" and more "who is writing the list AI reads?"
Every week, we run a fixed set of consumer-style prompts through the three AI surfaces Korean consumers actually use: Google AI Overviews (AIO), Naver AI Briefing (AIB), and ChatGPT. For each response we record which brand was mentioned, which URL the AI surfaced as a source, what type of domain that URL belongs to, and, independently, what type of content the page itself is.
The domain side tells you where AI looks; the content side tells you what kind of page it trusts. Across the 54,986 W24 citations, the leading content types are:
| Content type | Citations | Share |
|---|---|---|
| Curation (comparisons & roundups) | 17,376 | 31.6% |
| News | 8,576 | 15.6% |
| Tutorial / how-to | 3,891 | 7.1% |
| Product page (PDP) | 2,649 | 4.8% |
| Analysis & insight | 2,424 | 4.4% |
| Forum / Q&A | 2,337 | 4.3% |
| Review | 1,680 | 3.1% |
Curation (comparison, recommendation, and "best of" roundups) is the single largest content type at 31.6%, more than double news in second place. And it lines up with the domain data: the external blog is the #1 cited source type at 41.2% and ranks first in all 13 industries, while brands' own official sites account for just 19.5% and homepage-type pages for only 2.9% of content. AI reaches for a third-party post that bundles many brands together far more often than for anything a brand publishes about itself.
Curation isn't winning in the aggregate because of one or two outliers. It is the top content type almost everywhere. Below is the current state of all 13 industries: the brand AI mentions most in each, and that industry's #1 content type. The two industries where curation does not lead are highlighted.
| Industry | Most-mentioned brand | Top content type |
|---|---|---|
| Credit Card Issuers | Shinhan Card · 52% mention | Curation 52.9% |
| Home Appliances | LG Electronics · 65% mention | Curation 43.9% |
| Automotive | Kia · 56% mention | Curation 38.5% |
| Cosmetics | CLIO · 36% mention | Curation 38.4% |
| Skincare | Torriden · 26% mention | Curation 34.2% |
| Securities | Mirae Asset Securities · 57% mention | Curation 33.1% |
| Men's Fashion Malls | Musinsa · 57% mention | Curation 29.2% |
| Telecom | SK Telecom · 73% mention | Curation 28.0% |
| Women's Fashion Malls | Zigzag · 39% mention | Curation 26.2% |
| Non-Life Insurance | Samsung Fire · 53% mention | Curation 23.9% |
| Banking | Hana Bank · 50% mention | Curation 20.6% |
| Pharmaceuticals | GC (Green Cross) · 6% mention | News 19.7% |
| Life Insurance | Samsung Life · 41% mention | News 22.5% |
Curation leads almost everywhere. From credit cards (52.9%) and home appliances (43.9%) down to banking (20.6%), curation is the largest content type in 11 of 13 industries. The two exceptions are the most regulated categories: pharmaceuticals (news 19.7%) and life insurance (news 22.5%), where AI leans on news reporting instead. Even there, though, curation is the #2 content type. Where consumers shop on reputation and comparison (cards, appliances, beauty), the roundup wins outright.
Even the giants are introduced by lists. The most-mentioned brands are not cited on their own sites. SK Telecom and KT are each mentioned in 73% of telecom answers but cited at just 3% and 14%; LG Electronics is 65% mention and 1% citation; Kia is 56% and 0%. AI clearly knows these brands. It knows them from the curation posts and external blogs that rank them, not from anything the brands themselves publish.
If curation is the page AI opens first, that reorders where AI-visibility budget should go. Three implications.
Curation is the format AI trusts most. At 31.6%, curation is more than double the next content type (news, 15.6%) and the #1 type in 11 of 13 industries. If you fund one content format to be visible in AI answers, it is the third-party roundup, not the press release, and not a homepage refresh.
Your own site is rarely the source. Official-site domains account for 19.5% of citations against the external blog's 41.2%, and homepage-type pages are just 2.9% of content. The first unit of AI visibility is almost always a page you don't own: a blog post or comparison list that happens to include you.
Your category decides the format. Consumer categories skew hard to curation (credit cards 52.9%, appliances 43.9%, cosmetics 38.4%), while regulated ones skew to news (pharmaceuticals 19.7%, life insurance 22.5%). Put your content budget where AI actually looks for your category, not where it is easiest to publish.
AI Visibility Weekly publishes every Monday. As of this week we track 123 Korean enterprise brands across 13 industries (390 prompts per week, 54,986 classified citations in W24) and pull out the single most meaningful pattern in how AI is talking about them. Week 01 mapped the all-industry source distribution, Week 02 found curation's concentration in credit cards, Week 03 framed the mention-citation gap in Korean telecom, Week 04 marked Banking's debut, Week 05 showed the brands AI links back to are almost all financial, Week 06 showed the runner-up source flipping between finance and retail, Week 07 added skincare and cosmetics, and this Week 08 zooms out to the format itself: curation is the content type AI trusts most, across all 13 industries.
The newsletter is the digest, the blog is the analysis. Both are free, and they run alongside the public Enterprise AI Visibility Index where readers can find their own brand at any time.
The question to take into the week from Issue 08 is direct. If AI is describing your brand from a list someone else wrote, are you on the list, and who controls it?
Because AI builds its answers from pages that compare many brands at once. Curation is the #1 content type at 31.6% of the 54,986 W24 citations (more than double the next type), and most of it lives on external blogs, AI's #1 source in all 13 industries (41.2%).
Credit cards lead at 52.9%, followed by home appliances (43.9%), automotive (38.5%), and cosmetics (38.4%). Curation is the top content type in 11 of the 13 industries we track.
Two: pharmaceuticals (news 19.7%) and life insurance (news 22.5%), the most regulated categories, where AI leans on news reporting. Even there, curation is still the #2 content type.
Usually not. SK Telecom and KT are mentioned in 73% of telecom answers but cited on their own sites just 3% and 14% of the time; LG Electronics is 65% mention and 1% citation. High mention rates are built on third-party pages, not owned ones.
Three: Google AI Overviews (AIO), Naver AI Briefing (AIB), and ChatGPT. We run a fixed set of consumer-style prompts through all three every week and classify each cited URL by both domain type and content type.
Every Monday. The index now covers 123 Korean enterprise brands across 13 industries (390 prompts and 54,986 classified citations in W24). The latest snapshot spans W17 to W24.
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