Content types preferred by AI: comparisons, lists, “top X” lists, checklists

If you want to appear in the answers that AI provides to users, you need to understand what content LLMs quote most often. AI models are most likely to refer to valuable, relevant content, whose fragments can be directly quoted as ready-made answers to users’ questions. 

These include product comparisons, rankings, checklists, step-by-step instructions, and FAQ sections that provide simple answers to specific questions.

Let’s consider what questions users who already have the intention to purchase a given product or service in mind might ask AI. They will ask about the best double-door refrigerator, which company from Krakow would be a good choice for finishing their apartment, or which software would be best for accounting in their company, and why it would be better than competing solutions.

Each of these queries contains a question about rankings, comparisons, or summaries, so it is quite natural that ChatGPT and other models will draw from such content. In addition, rankings and comparisons usually have an AI-friendly structure – simple headings and specific answers create so-called “content chunks,” or separate pieces of text that make it easier for LLM models to interpret text and understand context.

Any formats that are used to organize knowledge will be a bull’s-eye if you want to appear in AI.

Do you think that rankings, checklists, or lists don’t make sense for your industry? That’s a mistake! Try to approach this topic creatively – below are a few ideas for content you can prepare.

Is your company in the service industry? If so, you can create content such as the top X solutions to a given problem (which your services address) or the top X alternatives to Y. You can also create simple step-by-step guides describing how to deal with a specific issue. This will definitely increase your chances of appearing in AI responses.

If you operate in the e-commerce sector, you have lots of scope to create content around your products. This could be, for example, the top 5 products in a given category, a comparison of two best-selling products, with a summary of their main features and differences. Remember to mention your brand in such content. Describe that it is a product available in store X (your brand name here), you can also refer to reviews of the product. Also, remember to emphasize why these products may be better than the competition. This will help you signal credibility and identify content associated with your brand, which will be helpful for AI to create brand mentions.

If you are comparing your products or services with those of your competitors, you need to do so wisely. On the one hand, it is good to mention competing brands and list them in your product rankings – this will make your content more objective. On the other hand, it is better not to mention the same companies too often in your texts, because this way you build brand mentions for competing brands. You can mention other companies in 1-2 rankings, but avoid doing so too frequently.

Also, avoid creating content such as “The 10 best interior design companies in Krakow” if you are one of them. In such a ranking, it is obviously challenging to remain objective. Putting yourself first will have the opposite effect of the one intended. Such rankings are reserved for websites that create rankings of service providers, such as Clutch. You can try to get yourself included in such a ranking, but absolutely do not create it yourself.

1. Describe your rankings well – if, for example, you are creating a list of the top 5 best laptops, justify why you are choosing them for the ranking. Simply presenting products “because we think so” will not be sufficient for AI models. Provide ready-made arguments in favor of a given product so that AI can directly quote them as answers to users’ questions.
2. Add sources – this type of content, although it may seem more casual in form than, for example, specialist articles, also needs sources. If you can find confirmation of what you write about, it is worth including such pages as sources. This will make AI treat your ranking as more reliable, increasing the likelihood of it being used.
3. Create content chunks – a headline with a specific question and 2-3 paragraphs with a clear, reasoned answer is a 2-in-1 deal. For users who read your content, it will be easy to find in the text and dispel previous doubts. For AI, on the other hand, it will be a signpost to use a specific piece of content in the prepared answer.
4. Pay attention to the practicality, clarity, and value of your text – LLM models are great at interpreting content, picking up on context, and usefulness. That’s why you should always put the user first, try to put yourself in their shoes, and answer questions that may pop into their head in the context of your services or products.

Appearing in AI-generated responses, or so-called brand mentions, is a real opportunity to attract new customers to your business. By creating the most useful content possible, such as checklists, lists, and rankings, you increase your chances of being mentioned by AI, while also providing users with high-quality content. Incorporate these tips into your content strategy now to reach new potential customers!

Sources:

1. https://spidersweb.pl/2025/08/chatgpt-kontra-smartfon-internet.html