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AI search has not solved the self-promotion problem. Peec analyzed 232,000 citations across 13,000 listicles over 12 weeks (December 2025–February 2026) on six platforms in the software-review niche (full study). A self-promotional listicle is a “best of” roundup where the publishing brand ranks its own product on top.
  • ~11% of citations come from self-promotional listicles — roughly 1 in 10.
  • No evidence of algorithmic correction over the 12 weeks: rates stayed stable within natural variation, so any corrections brands see are case-by-case, not systemic.
  • ChatGPT filters best by far: 3.6% average — about 3× lower than Google AI Mode (10.3%) and Perplexity (10.4%). Likely drivers: ChatGPT draws from more diverse sources, uses more educational sites in this niche (7.8% vs 3.6% Perplexity, 2.5% AI Mode), and uses Zapier far less (~1% of URLs vs ~8%).
Despite still “working,” the study recommends against the tactic: reputational risk, explicit algorithmic warnings from SEO voices like Lily Ray, and better alternatives — earning placements in third-party listicles (see Listicle rank effect on visibility), review-site relationships, and educational content. Source: Self-promotional listicles analysis: Data from 232,000 citations, Peec (Tom Wells), Mar 2026.