Both Google AI Mode and OpenAI's ChatGPT are testing a new spot for source citations: the bottom of the answer, rather than woven through the text. This is a test, not a confirmed rollout, but it is worth watching for anyone who cares about being seen in AI search results.
The behaviour was reported by Search Engine Roundtable, based on examples that SEOs spotted and shared on X. In Google AI Mode, the interface anchors the user down to a citation card placed at the end of the answer. In ChatGPT, the change shows up as a citation box that loads as an overlay when a user clicks to see the sources.
What is being tested
The core idea is the same across both products: pull the source references out of the running text and group them into a card or box at the end. The mechanics differ slightly. AI Mode moves the reader down the page to a citation card once the answer is generated, while ChatGPT keeps its sources behind a click, loading them in an overlay box.
Neither company has announced this as a permanent design. Tests like these appear and disappear regularly as both teams experiment with how answers are laid out, so today's version may not be what ships, if anything ships at all. Treat it as a signal of where citation design might be heading, not a settled fact.
Why placement matters
Where a citation sits changes how likely a reader is to click it. Inline links sit right next to the claim they support, so a curious reader can tap through in context. A citation card at the very bottom asks the reader to finish the answer first, then scroll and choose a source. That extra step can lower the odds that anyone visits the cited page, even when the brand is credited clearly.
For marketers building visibility in AI answers, this is the crux of the matter. Getting cited is the goal of most AI SEO work, but a citation only turns into traffic if the reader acts on it. If citation cards move further from the text and behind a click, the gap between being mentioned and being visited could widen.
What this means for Thai marketers
For brands in Thailand investing in AI-answer visibility, the takeaway is straightforward: being cited does not guarantee a click. Citation placement is still shifting, and the value of a mention depends heavily on how easy the interface makes it to reach the source.
That points to a few practical habits. Keep chasing citations across AI engines, because a mention still builds authority and puts the brand name in front of the reader even when no click follows. At the same time, avoid treating AI citations as a direct traffic channel that behaves like classic search. Measure mentions and clicks separately, and expect the ratio between them to move as these tests come and go.
It also raises the value of the brand impression itself. If a reader sees the name in an answer but does not click, the name still lands. Content and positioning that make a brand memorable in that glance become part of the return on generative engine optimization, alongside the clicks that a strong citation can still drive.
How to respond without overreacting
Because this is a test, the sensible response is preparation rather than a scramble. A few steps hold up regardless of where the citation card lands:
- Track how often the brand is cited across AI Mode, ChatGPT, and other engines, so any change in click behaviour is visible against a baseline.
- Make cited pages worth the visit, with clear answers and a reason to keep reading, so the readers who do click convert at a higher rate.
- Keep the brand name and core message legible inside the answer itself, not only on the destination page, since the mention may be all a reader sees.
None of this depends on the test becoming permanent. It is simply good practice for a search environment where the interface, and the reader's path to a source, keeps changing.
FAQ
Is this change live for everyone?
No. Search Engine Roundtable framed it as a test spotted by SEOs, not a confirmed rollout. It may change or disappear.
Does a bottom citation hurt my traffic?
It could reduce click-through compared with inline links, because the source sits further from the claim and, in ChatGPT's case, behind a click. The real effect will only be clear once, and if, the design ships widely.
Should I change my AI SEO strategy now?
Not drastically. Keep earning citations and measuring mentions and clicks separately, so you can adapt quickly if citation placement settles into a new pattern.
Citation design in AI search is still moving, and where a source appears can matter as much as whether it appears at all. If you want help turning AI mentions into measurable visibility and traffic, our team can walk you through an AI SEO plan built for how these engines actually behave. Read the original report from Search Engine Roundtable.
