Not long ago, we were competing for the top spot on Google. Today, more and more often, we ask our questions to ChatGPT, Bing Copilot, or Claude. Large Language Models (LLMs) are becoming a new source of information. They don’t display a list of links – they generate ready-made answers. That’s why companies must now think not only about SEO but also about how to “position themselves” in the awareness of artificial intelligence.
Brand Visibility in the AI Era: What’s Changing?
Search engine algorithms used to mean a battle over keywords, technical SEO, and link building. Now, it’s LLMs that decide which content to reference in their answers.
This means that:
- Content must be understandable both for people and for AI.
- Being present in the sources that models are trained on becomes crucial.
- The answers provided by AI can directly influence users’ purchase decisions.
LLM Optimization – A New Approach to Content and SEO
Traditional SEO is not going away, but it needs to be complemented with an AI perspective. The key elements include:
- Creating content that AI wants to “quote” – clear, reliable, and well-structured.
- Being present in training sources – industry portals, expert publications, and knowledge bases.
- Optimizing for AI retrieval – for example, through RAG (Retrieval Augmented Generation) mechanisms.
- Thinking in terms of user questions – instead of focusing only on keywords, create content in Q&A formats.
What Can You Do Right Now?
To prepare your brand for the AI era, don’t wait to implement these actions:
Optimize your content for questions and answers – FAQs, guides, case studies.
Organize and update your knowledge – AI prefers structured and up-to-date information.
Build presence in credible sources – publish in industry media, engage in forums and communities.
Use natural language – the way people ask questions to AI.
Test your AI visibility – ask models questions and check how they “see” your brand.
Why You Can’t Afford to Miss This Shift
AI is already supporting sales and customer service processes. Brand visibility in generated answers creates an advantage that can’t be replaced by advertising.
Those who adapt first to the new information ecosystem will gain a lasting presence in the “memory” of language models – and that can translate into customer loyalty and purchase decisions.
AI Find Out What Your Brand “Says” to AI
Don’t wait until your competitors become more visible in AI-generated answers. You can already check how your brand is presented by LLMs. Get in touch with us. At GROW, we’re already working on AI positioning strategies – for B2B, for industry, for leaders.
