LANY Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Keita Takeuchi), a company providing digital marketing support services, has published a quantitative analysis report on the behavior of ChatGPT's AI crawler (by OpenAI) on its owned media platform 'LANY LLMO LAB'. The report is based on 9.4 million annual access logs from 'IT Trend', a B2B IT product comparison site.

The study found that ChatGPT's AI crawler actively collects 'third-party evaluation information' and 'product details' from comparison sites. Real-world data now clearly shows that comparison sites function as 'places read by AI'—serving as key information sources for AI systems in the AI era.

Detailed analysis results, charts, and insights are available on LANY LLMO LAB. Please visit for more information.

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Background of the Study

As search behavior shifts toward AI, it is becoming increasingly important for marketers to consider whether their company's information is placed in 'places where AI reads'. Knowing where AI gathers information is the first step in designing 'content that AI reads'.

With cooperation from 'IT Trend' (Innovation & Co., Ltd.), LANY LLMO LAB conducted a quantitative analysis of where ChatGPT's AI crawler actually 'reads', using 9.4 million annual access logs.

Survey Overview

Analysis Period: December 2024 – November 2025

Target of Analysis: Human user behavior logs (GA4) and access logs from ChatGPT's AI crawler (OpenAI) on the 'IT Trend' site, totaling 9.4 million entries

Evaluation Metrics: Number of accesses and correlation with various SEO indicators

Key Findings

① AI actively reads user reviews and detailed product information on comparison sites

ChatGPT's AI crawler accessed 'third-party perspective information'—such as user reviews, detailed product pages enabling cross-product comparisons, and article content—that is difficult to produce solely on corporate websites.

For example, the access ratio to review pages by AI crawlers responsible for pre-training was approximately 17 times higher than that of human users.

Thus, information not fully covered by corporate websites alone—such as reviews for pre-training and articles or detailed product pages for real-time response generation—is highly valued as a source of information for AI.

② Comparison sites function as 'places read by AI'

Third-party evaluations, broad coverage of search needs, and cross-competitive product organization—these are all areas where comparison media structurally excel, showing high affinity with AI's information-gathering processes.

This demonstrates the effectiveness of the concept: 'placing information in places where AI reads' to deliver company information to AI.

※ Multiple AI crawlers with different roles are involved in ChatGPT's information collection. Their access patterns and specific figures are explained in detail in the article.

Implications from the Study

From the perspective of 'placing information where AI reads', listing on comparison sites is expected to grow in importance. However, mere listing does not guarantee AI recommendations.

It is crucial to enhance the quality of information that AI references—such as the specificity of reviews and richness of product details—to create a state where 'sufficient grounds for recommendation exist on the web' from AI's perspective.

A strategic approach to using comparison sites as 'information sources for AI reference' is now required in AI-era marketing.

Full Report Link

Title: Where Should Information Be Placed in the Age of AI Search? Insights from 9.4 Million Annual Access Logs of IT Trend

https://www.lany.co.jp/lany-llmo-lab/it-trend-access-log

About 'IT Trend', the comparison site that collaborated on this study

'IT Trend' has been operating since 2007 as a B2B IT product comparison and document request site. As of 2026, it lists over 8,400 products. Individual users within companies can browse and use the site to compare multiple products and vendors based on product information and user reviews, and request documents in bulk on the spot.

URL: https://it-trend.jp/

For listing inquiries: https://lp.service.it-trend.jp/service/it-trend/form_publish?utm_source=Lany&utm_medium=public

Operator: Innovation & Co., Ltd.

Innovation & Co., Ltd. operates with the vision of 'Designing Japan's Tomorrow', specializing in corporate sales and marketing services. Leveraging strengths in 'sales', 'marketing', and 'technology' cultivated since the founding of its parent company, Innovation Co., Ltd., it aims to innovate the way people work in Japan.

Official Website: https://www.media.innovation.co.jp/

Representative: President & CEO Tetsushi Kō

Business: B2B-focused sales and marketing support services

Location: 3F, TOKYU REIT Shibuya R Building, 3-10-13 Shibuya, Shibuya-ku, Tokyo

About LANY Inc.

LANY Inc. is a digital marketing support company with the mission of 'indexing valuable things'. It provides end-to-end support in areas such as SEO, online advertising, and LLMO, contributing to its clients' business growth.

Company Overview

[LANY Inc.]

Official Website: https://www.lany.co.jp/

Representative: CEO Keita Takeuchi

Business: Digital marketing support, recruitment support

Location: 16F Link Square Shinjuku, 5-27-5 Sendagaya, Shibuya-ku, Tokyo, WeWork

Contact for This Inquiry

LANY Inc.

Public Relations: Nagae

Email: ryusuke.nagae@lany.co.jp

Contact Form: https://www.lany.co.jp/contact

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FACT BOX

  • Source: PR TIMES
  • Category: Survey
  • Products / services: LANY LLMO LAB / ChatGPT