# What does the decay data say about brand resilience? | Trakkr Research

Canonical URL: https://trakkr.ai/trakkr-research/citation-decay/answers/what-does-the-decay-data-say-about-brand-resilience
Published: 2026-03-30
Last updated: 2026-03-30
Author: Mack Grenfell

It says resilience is rare and earned. Only 13.2% of brands qualify as very stable, while the majority experience moderate to high volatility.

## Methodology

Built from 857,138 reports, 108,650 citations, 10,991 brands, and 8 tracked models across a 10-month observation window.

## Direct Answer

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.

## What this means

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.

## Evidence table

| Metric | Value | Why it matters |
| --- | --- | --- |
| Very stable brands | 13.2% | Only a small minority stay consistently present. |
| Brands analyzed | 10,991 | Brands covered in the broader longitudinal study. |
| Brand half-life | 31 days | Average time for brand presence to halve from peak. |

## Frequently Asked Questions

### How long does it take for a brand citation to decay?

The average time for brand presence to halve from its peak is 31 days.

### What percentage of brands maintain stable visibility?

Only 13.2 percent of the 10,991 brands analyzed qualify as very stable.

## What to do next

- [Measure visibility as a moving system rather than a one-time citation snapshot.](https://trakkr.ai/trakkr-research/citation-decay/answers/what-does-the-decay-data-say-about-brand-resilience#next-step-1)
- [Refresh and monitor citation-driving pages on the cadence your models actually decay.](https://trakkr.ai/trakkr-research/citation-decay/answers/what-does-the-decay-data-say-about-brand-resilience#next-step-2)
- [Separate durable wins from temporary spikes to avoid overreacting to short-lived mentions.](https://trakkr.ai/trakkr-research/citation-decay/answers/what-does-the-decay-data-say-about-brand-resilience#next-step-3)

## Related pages

Continue through the same study cluster.

- [how should teams interpret short lived citation spikes](https://trakkr.ai/trakkr-research/citation-decay/answers/how-should-teams-interpret-short-lived-citation-spikes) - Related answer page
- [how long do ai citations last](https://trakkr.ai/trakkr-research/citation-decay/answers/how-long-do-ai-citations-last) - Related answer page
- [the average citation lifespan is only six point eight days](https://trakkr.ai/trakkr-research/citation-decay/facts/the-average-citation-lifespan-is-only-six-point-eight-days) - Related fact page
- [citation persistence tracker](https://trakkr.ai/trakkr-research/citation-decay/trackers/citation-persistence-tracker) - Related tracker page

## Data And Sources

- [The Half-Life of AI Citations](https://trakkr.ai/trakkr-research/citation-decay) - Flagship study behind this page
- [Page JSON](https://trakkr.ai/data/research-answers/citation-decay/answers/what-does-the-decay-data-say-about-brand-resilience.json) - Machine-readable companion file