AI reshapes how companies are discovered

Artificial intelligences like ChatGPT, Gemini, and Copilot are becoming major ways people access information, changing how companies are found online. Instead of focusing solely on being well indexed by search engines like Google, companies now need to be recognized and recommended by AI systems.

AI visibility requires a three-step strategy

Achieving visibility in AI responses involves a three-step communication strategy: auditing current visibility, acting on relevant sources, and measuring results. This approach helps companies understand how they are presented in AI-generated content and where they need to improve.

Search engines no longer dominate digital visibility

For years, companies built their digital presence around search engines. However, the rise of generative AI is shifting this dynamic. Now, users can ask AI tools to find innovative companies, recommend suppliers, or identify firms specializing in certain technologies.

AI relies heavily on external sources

According to the AI Brand Tracker barometer by Havas Market France, 87% of the sources cited by ChatGPT come from external sites like media, social networks, marketplaces, and comparators. Only 13% of sources are from manufacturers and service providers themselves.

Visibility varies by industry and AI engine

The influence of external sources in AI responses differs depending on the sector, the type of question, and the specific AI engine used. For example, an industrial company may rely on different sources than an insurance or pharmaceutical company.

Understanding AI's portrayal of a company

To build an effective AI visibility strategy, companies must first understand how they and their competitors are presented in AI responses. This involves querying multiple AI engines with a set of representative questions from their target audiences.

Strengthening presence in influential sources

Once a company identifies the sources AI relies on, it can prioritize strengthening its presence in those that matter most for its industry. Press relations, expert analyses, and contributions to specialized rankings or directories can help increase visibility.

Creating content that AI can access

Companies must also develop content on their own sites that answers their audiences’ questions, such as original studies or expert analyses. Social media can help share this content, but it must be accessible to AI engines.

Measuring AI visibility over time

AI visibility is tracked over time through audits that assess whether a company appears more frequently in AI responses, is more recommended, or outperforms its competitors. This helps identify progress and areas needing improvement.

Mastering both internal and external presence

In the AI era, companies must balance their own content creation with visibility in external media and information spaces. Success depends on being recognized in both the channels they control and the broader ecosystem where their expertise is acknowledged.