Reddit now outnumbers every other social platform combined in AI answers about UK workwear, SiteSignal study finds

Reddit has become the biggest social source AI engines cite when they answer questions about UK uniform and workwear suppliers. By mid-September 2026, Reddit made up 11.5% of all citations, more than LinkedIn, Trustpilot, Instagram, Facebook, YouTube and X combined, according to a 12-month study by SiteSignal.

The study tracked how ChatGPT, Gemini and Perplexity answered buyer questions about the UK workwear market from November 2025, surfacing 890 suppliers in total. For nine months, Reddit was a rounding error. It then became the fastest single-platform move in the whole dataset.

Key findings

• Reddit's rise: 11.5% of citations by mid-September, more than six major social and review platforms combined.
• Suppliers' own websites matter less: the share of citations pointing to suppliers' own sites fell from 80% to under half across the winter and spring, and reached 42% by August.
• Buyers only see suppliers late: suppliers were mentioned in 61.6% of answers to "which one should I use?" questions, but only 25.2% of "what is this category?" questions.
• AI gets contact details wrong: support email addresses were wrong 30.0% of the time, and privacy policy links 48% of the time. Business names and headquarters were almost never wrong.
• Engines behave differently: Gemini declined to state a fact 71.3% of the time, far more than ChatGPT or Perplexity.

What it means for suppliers

"Nobody at these suppliers changed their websites to cause this. The AI answers moved around them," said Niraj Appuhamy, founder of SiteSignal. "If buyers ask ChatGPT who to use, the conversation on Reddit now shapes the answer more than the supplier's own site. And the contact details AI gives out are often out of date."

The report recommends that suppliers check what AI engines say about them, keep contact details consistent everywhere they appear, and take part in the communities AI now cites.

About the data

SiteSignal asked ChatGPT, Gemini and Perplexity real buyer questions about UK uniform and workwear suppliers through each engine's official API, from November 2025 to September 2026, and fact-checked the answers against suppliers' published details. The full methodology and data are in the report: UK Uniform & Workwear: The State of AI Visibility.

Press contact: hi@sitesignal.app