By Felipe Morales, CEO of ESBUENISIMO LINKS
Which sources ChatGPT cites in Peru: 2026 study of 50 purchase queries
Which sources ChatGPT cites in Peru: our own 2026 study of 50 purchase queries across 10 industries and 264 citations. Companies, government, comparison sites and press versus Google AI Mode.
When someone in Peru asks ChatGPT which digital bank to choose, which lab in Lima can be trusted or where to buy a TV, the answer comes with links to the sources the tool consulted. Those sources decide which brands show up. To find out which ones they are, we ran 50 purchase queries across 10 industries on ChatGPT from Peru on November 6, 2026, and repeated the same questions on Google AI Mode. This is the third study in the series, after Mexico and Colombia, using the same method.
View the data as a table
| ChatGPT citations analyzed | 264 |
| of citations went to government sites | 17.9% |
| of Google AI Mode citations went to the press | 5.8% |
| domains cited by both platforms | 54 |
Which sources ChatGPT cites in Peru: the summary
ChatGPT returned 264 citations across the 50 answers, an average of 5.3 per answer; 262 pointed to external sites. We classified them by type of site:
| Source type | ChatGPT citations | % on ChatGPT | % on Google AI Mode |
|---|---|---|---|
| Company or institution website | 144 | 55.0% | 49.4% |
| Government and regulators | 47 | 17.9% | 4.1% |
| Comparison sites, marketplaces and portals | 37 | 14.1% | 30.2% |
| News outlets | 19 | 7.3% | 5.8% |
| Blogs, trade associations and other | 14 | 5.3% | 5.8% |
| Social and video | 1 | 0.4% | 4.7% |
Source: ESBUENISIMO LINKS study with ChatGPT and Google AI Mode via DataForSEO, location Peru, November 6, 2026. Google AI Mode answered with sources in 47 of the 50 queries (172 citations).
View the data as a table
| Company | Government | Comparison sites | News outlets | Associations and other | Social and video | |
|---|---|---|---|---|---|---|
| ChatGPT | 55.0% | 17.9% | 14.1% | 7.3% | 5.3% | 0.4% |
| Google AI Mode | 49.4% | 4.1% | 30.2% | 5.8% | 5.8% | 4.7% |
More than half of ChatGPT's citations went to the companies' own websites: Ripley, BBVA, Pacífico Seguros, PUCP university, Falabella. But what sets Peru apart is the weight of the state. Almost 18 in 100 citations went to public websites, more than twice the share in Colombia (8.8%). The government's single portal, gob.pe, was the most cited domain, with 14 citations, followed by the Superintendency of Banking, Insurance and Pension Funds (SBS), with 12.
The sites ChatGPT cites most in Peru
The list shows three patterns. First, regulators work as a seal of trust: the SBS appeared in the first four banking questions and in three insurance questions, almost always through its register of supervised entities. Osiptel appeared in the questions about home internet and mobile coverage; Inacal, in the one about clinical labs; and Digemid, part of the Ministry of Health, in the one about online pharmacies. For "is it trustworthy?" questions, ChatGPT first looks for whoever supervises the industry.
Second, Selectra, which compares internet and phone plans, was the most cited comparison site, with 6 citations. Third, in business software the answer is defined by the vendors: 31 of the industry's 37 citations went to company websites such as Alegra, Buk, Runa and Nubefact.
One figure worth noting: ChatGPT reviewed 689 search results from 288 domains to build its answers, but cited only 264. The SBS appeared 30 times among the results it consulted and was cited 12 times; the newspaper La República appeared 18 times and was cited only once. Being found by AI does not guarantee being cited.
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| Banking and fintech | 20 | 4 | 8 | 2 | 0 | 34 |
| Insurance | 12 | 3 | 4 | 0 | 2 | 21 |
| Telecom | 4 | 7 | 4 | 2 | 0 | 17 |
| Retail and ecommerce | 25 | 6 | 3 | 3 | 0 | 37 |
| Travel and tourism | 5 | 6 | 2 | 1 | 4 | 18 |
| Education | 20 | 2 | 0 | 4 | 0 | 26 |
| Automotive | 12 | 2 | 2 | 5 | 4 | 25 |
| Health | 11 | 1 | 11 | 1 | 1 | 25 |
| Business software | 31 | 2 | 4 | 0 | 0 | 37 |
| Real estate | 4 | 4 | 9 | 1 | 4 | 22 |
The industry changes everything. In software, more than 8 in 10 citations went to vendor websites, and in retail almost 7 in 10 went to the stores. In health, by contrast, 11 of 25 citations went to government sites: Inacal for lab accreditation, Digemid for authorized pharmacies and gob.pe for the question about private health plans (EPS). Real estate was similar: 9 of 22 citations went to the Ministry of Housing, the property registry Sunarp, the consumer protection agency Indecopi and gob.pe, mainly in questions about trustworthy developers and buying off-plan.
That is a clear difference from Colombia, where real estate questions were answered with portals such as Fincaraíz. In Peru, ChatGPT answers "who can I trust?" with official sources; Google AI Mode answers it with comparison sites such as Urbania and Nexo Inmobiliario.
News outlets: the state matters in the press too
Only 12 of ChatGPT's 50 answers cited a news outlet, with 19 citations in total. The most cited was El Peruano, the official gazette, with 4 citations, followed by El Comercio and the state news agency Andina, with 3 each, and Gestión and Infobae, with 2. In other words, 7 of the 19 press citations went to state-owned media.
| Indicator | Peru | Colombia | Mexico |
|---|---|---|---|
| ChatGPT citations analyzed | 264 | 275 | 279 |
| Citations to company websites | 55.0% | 54.8% | 44.1% |
| Citations to government and regulators | 17.9% | 8.8% | 22.2% |
| Citations to comparison sites | 14.1% | 19.1% | 17.6% |
| Citations to news outlets on ChatGPT | 7.3% | 7.7% | 5.4% |
| Citations to news outlets on Google AI Mode | 5.8% | 15.9% | 15.8% |
Source: ESBUENISIMO LINKS studies of November 4 (Mexico), 5 (Colombia) and 6, 2026 (Peru), using the same method. Details are in our studies on which sources ChatGPT cites in Colombia and in Mexico.
View the data as a table
| Company | Government | Comparison sites | News outlets | Other | |
|---|---|---|---|---|---|
| Mexico | 44.1% | 22.2% | 17.6% | 5.4% | 10.7% |
| Colombia | 54.8% | 8.8% | 19.1% | 7.7% | 9.6% |
| Peru | 55.0% | 17.9% | 14.1% | 7.3% | 5.7% |
The most striking figure is on Google AI Mode. In Mexico and Colombia almost 16 in 100 citations went to the press; in Peru, fewer than 6. Their place is taken by comparison sites, with 30.2% of citations: Comparabien (9 citations), Comparabanca Perú (7), Neoauto (5) and Selectra (4). Context helps explain it: according to the Reuters Institute's Digital News Report 2026, trust in news in Peru fell 8 points in one year, to 32%.
ChatGPT and Google AI Mode cite different sources
Of the 160 domains cited by ChatGPT and the 119 cited by Google AI Mode, only 54 appeared on both platforms. YouTube was not cited by ChatGPT but got 5 citations on AI Mode. Comparabanca Perú had 7 citations on AI Mode and none on ChatGPT. Optimizing for one platform does not guarantee showing up on the other.
Another pattern: in 43 of the 50 queries, ChatGPT searched the web adding "2026" to the question. The tool prioritizes current-year information, so a page with 2024 rates or prices is less likely to be cited even if it has authority. The interest is there: Peru is the Latin American country with the most ChatGPT searches per person, according to our study of the most popular AI tools in Latin America.
How to get ChatGPT to cite your brand in Peru
- Make your regulatory registration visible. If your industry is supervised by the SBS, Osiptel, Digemid or Inacal, link to your official record and mention the registration on your site. It is the source ChatGPT uses to validate trust.
- Keep your own site in order, with up-to-date prices, rates and terms and a visible date.
- Check your presence on comparison sites in your industry (Comparabien, Comparabanca, Selectra, Neoauto, Urbania). On Google AI Mode they carry more weight than any other external source.
- Earn mentions in Peruvian media with authority in your field, such as El Comercio, Gestión or Andina, which appear on ChatGPT in industries such as automotive and education.
- Measure with fixed questions every month, on ChatGPT and on Google, to see whether your brand gets in or drops out.
For a plan with measurement by industry, that is the work of our GEO agency in Peru.
Methodology
We wrote 50 purchase questions, 5 per industry, in the language of a Peruvian consumer ("SOAT", "EPS", "Cyber Wow", "crédito Mivivienda"). We sent them on November 6, 2026 to ChatGPT through the DataForSEO LLM Scraper with location Peru, and to Google AI Mode with the same location. We counted the links cited in each answer, grouped subdomains under their main domain (.gob.pe sites are counted by institution) and classified each domain by hand. These are answers from a single day: the tools change their sources often, so the result works as a snapshot, not a fixed ranking.
Frequently Asked Questions
Which sources does ChatGPT cite in Peru?+
In our study of 50 purchase queries (November 6, 2026), 55.0% of citations went to company websites, 17.9% to government and regulators, 14.1% to comparison sites and portals and 7.3% to news outlets.
Which site does ChatGPT cite most in Peru?+
The government portal gob.pe, with 14 citations, followed by the banking regulator SBS, with 12, and the comparison site Selectra, with 6. On Google AI Mode the most cited was the comparison site Comparabien, with 9.
Does ChatGPT cite Peruvian media?+
Rarely: 12 of its 50 answers cited a news outlet, mostly El Peruano, El Comercio and the Andina news agency. On Google AI Mode, news outlets got only 5.8% of citations, versus almost 16% in Mexico and Colombia.
How is Peru different from Mexico and Colombia?+
Peru combines Colombia's weight of company websites (55% of citations) with a high government share, 17.9%, closer to Mexico (22.2%). On Google AI Mode, comparison sites replace the press: 30.2% of citations.
How do I get ChatGPT to cite my brand in Peru?+
Make your registration with your industry regulator visible (SBS, Osiptel, Digemid), keep your site updated with prices and terms, check your presence on comparison sites and earn mentions in Peruvian media with authority in your field.
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