What is AI visibility?

written July 4, 2026 · based on our own dated measurements

AI visibility is how often ChatGPT, Google’s AI (AI Overviews and AI Mode), Gemini, and other assistants name your product when a buyer asks which software to use in your category.

Ask for the “best contract management software” and the AI returns a short list of specific products. If yours isn’t on it, you’re not on page two. You’re absent from the shortlist before a human compares options.

Why this is new, and why it matters now

For twenty years, being found meant ranking in a list of blue links. Buyers scanned results and built their own shortlist. AI assistants collapse that: they don’t hand back a list to browse. They hand back an answer, a short, confident set of recommendations.

The shortlisting that used to happen in the buyer’s head now happens inside the model, before they ever reach your site. Whoever the AI names makes the evaluation. Everyone else isn’t beaten; they’re absent.

This isn’t a forecast. ChatGPT reports over 800 million weekly users, Google’s AI Mode has passed a billion, and Pew found that when Google shows an AI summary people click a result just 8% of the time, versus 15% without one.

The list of links is quietly becoming one answer. We keep a running, fully-sourced tally: AI search statistics.

Generative Engine Optimization (GEO)

The work of getting named is called Generative Engine Optimization, or GEO, the AI-era counterpart to SEO. Where SEO tries to rank a page in a list, GEO tries to get your product cited in a generated answer.

The two overlap less than you’d expect, because the engines read a different set of sources. A fuller comparison: Is AI visibility the same as SEO?

Why one number isn’t an answer

Most tools reduce all of this to a single “share of answer” score. That’s where the trouble starts, because one number hides two things you need to act on.

First, the range across engines. ChatGPT and Google’s AI Mode read different sources, so you can be named consistently on one and almost never on the other.

ChatGPT 12/20 ChatGPT: Icertis named in 12 of 20 runs

Google AI Mode 0/12 Google AI Mode: Icertis named in 0 of 12 runs

The same vendor on two engines, in one category. A single blended score would hide it, and the consecutive-run log behind this sits on how we measure.

Second, the instability between reruns: ask the same question twice and the answer moves. Some of your buyer prompts flip run to run. An average erases both. A distribution keeps them.

How you measure it honestly

Because AI answers vary run to run and engine to engine, you can’t judge visibility from one question or one score.

You ask your buyers’ real questions, several times each, on both engines. You count how often you’re named, and you report the full spread, plus which prompts are stable, who dominates the answers, and which sources the engines cite. Then you repeat it monthly to see movement.

That’s the whole method, and it’s public: exactly how we measure it, with every raw answer archived and published.

What actually moves it

The AI doesn’t invent recommendations. It reads the public record. So the work is on that record.

That means plain-text, well-structured answers on your own site to the questions buyers ask; presence in the third-party sources the engines actually cite (we publish the cited domains in the sample measurement); and earned authority in your category. No guarantees, no gaming, the honest levers, measured monthly against the distribution.

See it in one place

• How we measure AI visibility, the multi-engine, multi-run method, with an example.
• The AI Visibility Index, live measured leaderboards: who the engines actually name, per B2B software category.
• A sample measurement, the distribution, the flips, the leaderboard, the cited sources.
• Is this just SEO?, where GEO and SEO overlap, and where they don’t.
• How do I find out if ChatGPT recommends my product?, the ten-minute version you can do yourself.
• Why doesn’t ChatGPT recommend my product?, the four usual reasons a good product goes unnamed.