AI visibility: get your brand recommended by ChatGPT, Copilot and Gemini

Buyers ask AI before they ask Google

A growing share of B2B research now starts with a question to ChatGPT, Microsoft Copilot, Google Gemini or Perplexity: which providers should we consider, who are the experts on this, what does the market think. The answers those tools give are shaping shortlists before a salesperson is ever involved.

AI visibility is how often, and how favourably, your business appears in those answers. Generative engine optimisation, or GEO, is the work of improving it.

How AI assistants decide who to cite

Large language models and the search systems behind them weigh several signals when they recommend a business:

• Credible third-party coverage. Mentions in respected publications carry far more weight than a company’s own website or low-quality directories.
• Consistency. The same description of what you do, who you serve and where you operate, repeated across many sources.
• Clear, structured information. Pages and content that state plainly what the business is and answer the questions buyers ask.
• Recency and volume. A steady flow of new, relevant mentions rather than a single burst.

That is a description of good PR. Which is why earned media, done with AI visibility in mind, is now one of the most effective ways to influence what these tools say about you.

What we do

1. Baseline audit. We test how the main AI assistants currently describe your business and your competitors, and which sources they draw on.
2. Entity consistency. We align how your business is described across your website, profiles, directories and coverage.
3. Coverage strategy. A media relations and thought leadership programme targeted at the publications and formats these tools cite most.
4. Answer-ready content. Guides, FAQs and structured pages on your own site that directly answer buyer questions.
5. Measurement. Monthly tracking of AI citations, sentiment and share of voice alongside conventional coverage metrics.

Proven with Inntelo AI

Inntelo AI, an AI-native concierge platform for hospitality, engaged us to build its profile in a crowded market. Over the programme we secured more than 100 pieces of coverage, and the business began to win customers who had found it through AI assistants. In the words of its co-founder and chief executive, high-quality credible coverage proved far more effective for AI visibility than low-quality sources, and it led directly to new business. Read the case study.

Who this is for

B2B businesses whose buyers research before they buy: financial services, technology, professional services and hospitality suppliers. It is particularly valuable for challengers competing against better-known incumbents, because AI assistants reward relevance and evidence, not size.

Research: what AI reads

AI assistants build their answers overwhelmingly from earned media. Our report, The State of Financial Services Media 2026, sets out the evidence and what it means for brands.