How can I measure my brand’s visibility in AI search?

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Most CMOs can tell you where they rank on Google. But in the age of AI search, visibility has become a moving target. LLM search tools like ChatGPT, Claude, Perplexity and Microsoft Co-Pilot no longer return a page of links, they generate fully-fledged, rich answers.

So, how do you know if your brand features in those answers, and how do you know if the models can even see your content?

Read time: 3 minutes

Why traditional SEO metrics don’t tell the full story

Search visibility used to be measured in clicks, impressions and keyword rankings. Those still matter for organic traffic, but generative AI shifts the focus from click-through to inclusion.

The real question becomes:

“Does this model recognise my brand as a credible source when summarising my topic?”

Because LLMs synthesise rather than index, they reference what’s clear, structured and semantically rich. That means your traditional analytics dashboard won’t reveal whether ChatGPT or Claude surface your brand in their responses.

What to measure instead

You need to think of AI search visibility in three layers:

Presence: is your brand being mentioned or summarised by LLMs in response to relevant prompts?
Accuracy: when mentioned, is the information correct and aligned with your positioning?
Authority: how often do models cite, quote or rely on your content relative to competitors?

Each of these can now be tested and tracked using specialist GEO (Generative Engine Optimisation) tools.

Tools that help you track AI search visibility

At Frontier15, we partner with Otterly.ai one of the first platforms to quantify how brands appear across major AI systems. Otterly scans ChatGPT, Claude, Perplexity, Gemini and Co-Pilot results for your chosen topics, then reports on visibility, accuracy and brand sentiment within generated answers.

Other emerging solutions offer similar capabilities, combining prompt-based testing, citation monitoring and sentiment scoring. The key is to benchmark consistently. Treat AI search visibility as a new channel to measure alongside organic, paid, and social.

How to start building a visibility baseline

Identify your core topics
These will be your strategic cornerstones; the brand and product areas where you want recognition
Run model queries
Test across several LLMs using both branded and non-branded prompts
Record responses
Note whether your brand appears, how it’s described, and if key messages are still intact
Track over time
Repeat monthly or quarterly to see if visibility improves as models retrain or refresh.

What success looks like

You’ll know your brand is gaining traction when:

LLMs use your phrasing or data points in their answers
You appear consistently across multiple models
The model-generated descriptions align with your brand voice and facts.

That’s the new version of ranking first.

Measuring visibility in AI search means tracking inclusion, accuracy and authority across LLMs, and not just focusing on keyword ranking. Tools such as Otterly.ai are emerging to help CMOs benchmark performance and prove their brand’s presence in the age of generative discovery.

Top three takeaways

Traditional SEO metrics don’t show AI visibility, but new GEO metrics do.
Specialist platforms provide cross-model brand visibility data.
Track your brand’s inclusion and accuracy in AI results treating it as a new performance channel.

About the author

GEO Expert & Frontier15 Founder

Jo Robb

Jo is the founder of Frontier15, where she helps brands stay visible in the age of AI search. With 25 years working in digital and over a decade focused on writing and strategising for technology and brand clients, she’s become obsessed with how content performs in generative search… and what that means for the future of brand visibility.

What we do

Frontier15 helps brands achieve visibility in the era of AI search, creating content strategies that make your expertise discoverable and trusted by both people and machines. Get in touch and ask us how we can map a GEO-informed content strategy that helps future-proof your brand.

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