C-Suite Signals

We conducted research to uncover what B2B executives actually see in ChatGPT.

Because if AI's answering their questions, it's shaping your visibility.

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We looked at six C-Suite personas.

Chief Marketing Officer

Chief Information Security Officer

Chief Data Officer

Chief Financial Officer

Chief Information/Technology Officer

Chief Medical/ Clinical Officer

We found the media & research that show up most in the C-Suite's ChatGPT.

We know the way executives find information has changed.

50%

of today's decision-makers begin research with platforms like ChatGPT more often than Google.

[G2]
38%

of people say they've skipped a website because AI already gave them what they needed.

[PAN]

We found under-the-radar sources that AI trusts.

Here are the "hidden gem" websites that executives see most.

What populated ChatGPT the most?

Out of roughly 10,000 links, 44% came from PR-influenced sources (earned media, analysts, forums, reviews, and social).

When executives use ChatGPT, here's what they see.

See the most-cited sources that influence B2B leaders every day.

Our Methodology

We analyzed 10,000 links from 1,500 ChatGPT searches across six C-suite personas—CISO, CIO/CTO, CMO, Chief Medical Officer, CFO, and Chief Data Officer. Persona-specific prompts were built using SparkToro insights and entered into custom GPTs that simulated each executive’s search behavior. Every cited link was extracted for analysis, offering a snapshot of which sources executives most often encounter through generative AI.

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