Do you actually need a different content strategy for each AI search engine or is that overkill?

Starting to feel like this space is pulling me in ten directions at once and I genuinely don't know what's real vs what's people overcomplicating things.

From what I can tell, ChatGPT and Perplexity barely overlap in what they cite, apparently only about 11% of domains show up in both. ChatGPT leans heavily on Wikipedia and encyclopedic content. Perplexity cites Reddit more than anything else. Google AI Overview pulls from YouTube and stuff that already ranks well in regular search.

So in theory you'd need a completely different approach for each one. But that feels like a nightmare to actually execute, especially for smaller teams. And I'm not sure most brands have the bandwidth to maintain platform specific strategies across all of them.

Is anyone actually doing this in practice? Or are you picking one or two to focus on and ignoring the rest? How do you even decide which one matters most for your category?