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llms.txt GeneratorWhat does the decay data say about brand resilience?
Rarely is brand resilience observed in AI citations. Out of 10,991 brands analyzed, only 13.2 percent qualify as very stable, with the average brand half-life sitting at 31 days.
The key numbers.
- Very stable brands
- Only a small minority stay consistently present.
- 13.2%
- Brands analyzed
- Brands covered in the broader longitudinal study.
- 10,991
- Brand half-life
- Average time for brand presence to halve from peak.
- 31 days
Stable AI visibility is a defensible advantage precisely because it is uncommon, requiring continuous effort to combat the standard 31 day decay cycle.
The evidence.
| Measure | Result |
|---|---|
| Very stable brands Only a small minority stay consistently present. | 13.2% |
| Brands analyzed Brands covered in the broader longitudinal study. | 10,991 |
| Brand half-life Average time for brand presence to halve from peak. | 31 days |
Population and method
Built from 857,138 reports, 108,650 citations, 10,991 brands, and 8 tracked models across a 10-month observation window.
Where the evidence stops
Decay describes observed persistence, not the full causal mechanism behind why a citation disappears.
Brand- and domain-level averages can hide very different retention patterns by query class or model.
Some of the stickiest or most volatile domains come from niche query pockets and should be read as examples, not universal leaders.
What to do with this
- Measure visibility as a moving system rather than a one-time citation snapshot.
- Refresh and monitor citation-driving pages on the cadence your models actually decay.
- Separate durable wins from temporary spikes to avoid overreacting to short-lived mentions.
Understanding the rarity of stability forces teams to shift from static measurement to continuous monitoring, directly impacting decisions on content refresh rates and resource allocation.
Questions about this answer.
Cite this answer.
Source study: Citation Decay“Rarely is brand resilience observed in AI citations. Out of 10,991 brands analyzed, only 13.2 percent qualify as very stable, with the average brand half-life sitting at 31 days.”
Mack Grenfell · What does the decay data say about brand resilience?
The Half-Life of AI Citations · Trakkr Research · Updated 30 March 2026