AI Brand Visibility: How to Measure & Maximize It?

If I got $1 each time someone said AI has revolutionized [insert anything you like], I wouldn’t be here writing this article. Instead, I’d be chilling on my private beach in Hawaii. But okay, let’s admit it – AI really has changed the rules of online visibility and brand discovery. So, how can we measure AI brand visibility in this new reality? And – more importantly – how can we maximize it? Let’s find out!

• AI brand visibility is how your brand appears in AI-generated responses from Large Language Models (LLMs) and chatbots.
• Strengthening brand visibility across AI is crucial as it increases market presence, improves brand discovery and conversions, builds a competitive advantage, and boosts brand awareness.
• Tracking visibility in AI search manually is challenging. Fortunately, more and more tools can do it effectively.

What is AI brand visibility?

AI brand visibility represents how often and in what context your brand is mentioned, cited, or recommended within Generative AI tools such as LLMs (ChatGPT, Gemini, Perplexity) and AI-powered features like Google’s AI Overview.

Em palavras simples: AI brand visibility = how and how often Generative AI shows your brand

How does AI brand visibility work?

Generative AI tools synthesize information from vast amounts of online content to generate answers.

When someone asks AI tools for recommendations (i.e., “What is the best furniture brand?”), the system decides which brand to mention concluding from:

• Its training data,
• Trusted web sources
• Current search integrations

In practice – and according to our current knowledge – AI brand visibility depends on several factors:

• Marca mentions – so, how often does your brand appear in articles, reviews, social media posts, and other public sources that AI tools can access (or have been trained on). 

Leia mais: Brand mentions for SEO and AI visibility

• Authority and credibility – AI models prioritize information from high-quality, trustworthy domains.
  
  Brands cited by reputable media and thought leaders are more likely to be recognized and recommended by AI.

✨ The difference between AI Overviews and LLMs

De acordo com o Search Engine Land’s research quoting Fractl’s findings, only 7.2% domains are quoted both in LLMs and AI Overview – so most brands show up in just one AI ecosystem. 

Google’s AI Overviews reflect traditional SEO authority: well-known news sites (BBC, CNN), educational social platforms (Reddit, YouTube), authoritative reference sources (Wikipedia), governmental and educational websites (.gov & .edu).

LLMs are more keen on niche expertise and educational depth: specific niche sources (i.e., Investopedia for finance), learning-based sources (GitHub, Coursera), investigative & analytical journalism, and well-structured information.

• Context and sentiment – in addition to frequency and credibility, how your brand is presented matters. AI models can interpret tone and intent behind your brand mentions.
  
  So, the brand discussed in positive and helpful contexts is more likely to be recommended in AI-generated answers.
  
• Relevância – generative AI tools prioritize delivering contextually relevant answers.
  
  Brands associated with specific topics, categories, or use cases gain more visibility when queries and prompts are relevant to them.

Why is AI brand visibility important?

Brand’s AI visibility impacts multiple practical business aspects:

• User adoption and market presence
  
  DataReportal “Digital 2026” report shared that AI chatbots have between 1 to 1.5 billion monthly active users.
  
  Your brand’s presence in AI systems is no longer optional. It is as vital as ranking high in traditional search engines, like Google, a few years ago.
  
• Vantagem competitiva
  
  De acordo com Search Engine Land’s study, 82% of users find AI-powered search more helpful than traditional search engines. 
  
  In this changing landscape of online search behavior, building up AI brand visibility becomes an early-stage competitive advantage.
  
• Discovery and purchases
  
  Adyen’s 2025 retail report states that 37% of consumers use AI to assist with shopping decisions, e 56% have used AI to find unique brands. 
  
  These two stats underline that being visible in “the eyes” of AI can increase product discoverability and create an opportunity for niche brands to gain exposure through AI-generated suggestions.
  
• Website traffic and reconhecimento da marca
  
  Ahrefs analysis of 75,000 brands discovered that those with the most web mentions appear up to 10× more often in AI-generated search results than their competitors. 
  
  This means that an online presence and strong brand awareness can dramatically increase brand visibility, website traffic, and conversions.

AI brand visibility vs. traditional brand visibility

Em poucas palavras: AI visibility earns trust through algorithms — traditional visibility through exposure.

Categoria	AI brand visibility	Traditional brand visibility
Primary platforms	ChatGPT, Google AI Overview, Google AI Mode, Perplexity, Claude, Gemini, DeepSeek	Google Search, social media platforms, ads, PR
Key drivers	Brand expertise & authority, contextual relevance recognized by AI models, citations from reputable sources	Content marketing, SEO, digital PR, marketing campaigns, paid ads, media coverage
Control level	Limited – AI systems choose what to display based on training data, authority, and sentiment	High – brands can directly influence visibility using SEO, paid ads, PR campaigns, and other marketing efforts
How to measure	AI citations, brand mention frequency, contextual sentiment	Website traffic, search engine rankings, keywords, social media engagement, brand mentions, share of voice

How to track visibility in AI search? 

Tracking brand visibility in AI models isn’t easy. 

Unlike search engines that show the same (or similar enough) results for everyone, AI chatbots generate answers dynamically – based on wording, intent, and the user’s previous interactions. 

Isso significa que two people asking nearly identical questions may receive completely different results.

Sure, you could try typing every possible prompt related to your niche in incognito mode or using a VPN. But this approach would be time-consuming, ineffective, and far from representative.

That’s why AI visibility tracking requires the use of specialized tools designed to analyze how often and in what context your brand appears across generative AI models. 

The good news is that the number of AI tracking software is growing, and these tools are becoming increasingly relevant.

Below, you’ll find a few leading examples.

SEO tools with LLM tracking

Semrush

Semrush – a well-known SEO and marketing platform – has its own AI SEO toolkit. 

At its core, it allows you to measure your brand’s visibility in ChatGPT, AI Overview, Perplexity, and other AI platforms.

Semrush’s AI SEO toolkit enables you to conduct pesquisa da concorrência, prompt research, track prompts, measure your desempenho da marca, identify primary narrative driverse gain insights into the questions people ask in AI tools (along with their intents).

Ahrefs

Ahrefs – another major player in the SEO tools field – has expanded its traditional keyword and backlink intelligence to include AI and LLM visibility tracking.

It monitors how brands are cited within AI-generated search results, including Google AI Overview, ChatGPTe Perplexidade. 

The tool helps identify when and where your brand (or competitors) appears in AI-generated summaries, along with context, sentiment, and source attribution.

Online monitoring tools with LLM tracking

Brand24 + Chatbeat

O Brand24 é um sistema de monitoramento de mídia tool that tracks and analyzes online mentions published on multiple platforms, including:

• Mídia social – Facebook, Instagram, X (Twitter), YouTube, TikTok, LinkedIn, Reddit, Telegram, Bluesky, and Twitch
• Fontes não sociais – news sites, blogs, podcasts, video platforms, review sites, forums, newsletters, and other websites.

The tool focuses on traditional visibilidade da marca and performance, which undoubtedly impact LLM’s presence.

Chatbeat is a complementary solution to Brand24, but instead of tracking mentions across the web, it focuses on how your brand appears within Generative AI models.

It continuously monitors how AI tools like ChatGPT, Gemini, Claude, Perplexity, DeepSeek, Grok, Copilot, and Google AI Overview reference, describe, and recommend your brand.

The tool runs and analyzes structured prompts across the abovementioned generative AI models to determine what their responses are about your brand, competitors, industry, and product.

Chatbeat translates these findings into actionable insights and metrics, such as Brand Score, Median Position, Visibility Rating, Compartilhamento de vozetc.

Together, Brand24 and Chatbeat create a complete ecosystem for monitoring modern brand visibility.

Peec AI

Peec AI is an LLM visibility and brand intelligence platform designed to track how your brand appears across ChatGPT, Gemini, Claude, Perplexity, and Google AI Overview.

It monitors mentions, citations, and sentimento, showing how your brand is perceived and compared to competitors in AI-generated content. 

Peec AI provides share of voice analytics, visibility trendse contextual narratives that, collectively, reveal not just if you’re mentioned, but how you’re described (quantity + quality).

How to improve the brand’s AI visibility? 

1. Monitor brand mentions and AI mentions 
   
   Mentions are trust signals proving that your brand is reputable for being cited. 
   
   Use tools like Brand24 to track online mentions and Chatbeat or Peec AI to monitor how your brand shows up in AI models.
   
2. Invest in traditional and digital PR 
   
   The more trustworthy channels, experts, and news outlets discuss your brand in a positive light, the higher the chance that it will appear in AI responses and recommendations.
   
3. Optimize content for AI 
   
   Adapt Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) strategies. 
   
   Structure your content so it clearly answers user questions, uses natural language, quotes verified facts, and builds topical authority.
   
4. Build a consistent digital footprint
   
   Multichannel marketing is everything. Keep your messaging, tone, and facts aligned across all platforms – from your website and blog to social channels and external publications. 
   
   AI models get data from multiple sources, and consistency helps them assess your brand identity and minimize the risk of misinformation in AI summaries.

PERGUNTAS FREQUENTES

How can I improve my product visibility using AI strategies?

To improve your product visibility and discoverability, you can use universal AI visibility strategies, such as:

• Answer Engine Optimization – adjust your content into Q&A formats. Use conversational wording and provide concise, factual, and direct answers.
• Structuring your data – include the most important product details from a customer perspective. Add structured data (schema markup) with key elements such as price, availability, brand, reviews, and use cases. AI models rely on structured data in their recommendations.
• AI-powered content generation – use AI tools to create, analyze, and refine your product copy.
• Visual search optimization – prepare your images and videos for AI discovery. AI models can process visual data, so ensure your product visuals include high-resolution images, descriptive filenames, and alt text.

What are the risks to brand reputation from using AI?

Using AI can harm brand reputation if it produces biased, misleading, or offensive content that can quickly spread online.

Here are some practical examples:

• Mistakes made by AI chatbots or automated customer support can make a company seem careless or inhuman. 
• Poor data handling, such as using customer information without consent, may lead to privacy concerns and data breaches. 
• Overusing AI in communication can make a brand sound impersonal and, ultimately, weaken trust and authenticity.

Start Brand24’s free 14-day trial and monitor your brand mentions to strengthen your brand’s AI presence!