Diagnosis
How to know if your brand appears in ChatGPT, Gemini and Claude
A practical method to audit your AI visibility today — without paid tools.
Most brands don't know how AI sees them. They assume that if they have good Google presence, they also have it in AI. Or they assume that if there are no complaints, everything is fine. Both assumptions are usually wrong. The good news is that auditing your current visibility in the main AI engines doesn't require special tools — it requires knowing what to ask and how to interpret the answers.
The five engines you should review
Not all AI engines work the same or have the same user profile. For a complete initial audit, you should review:
ChatGPT (OpenAI): The most used globally. Uses GPT-4 and has real-time search mode in the Plus version. It's the engine that generates the most purchase decisions and recommendations.
Gemini (Google): Integrated in the Google ecosystem, with real-time search access. Especially relevant for brands operating in markets where Google dominates.
Claude (Anthropic): More technical and professional user profile. Widely used in B2B environments and by senior decision-making profiles.
Perplexity: A generative search engine with real-time indexing. Especially relevant because it cites sources — which makes it useful for seeing exactly which sources it uses to talk about your brand.
Grok (xAI): Integrated in X/Twitter. Relevant for brands with strong social media presence.
The questions you should ask
For each engine, try these query categories:
Generic category queries: 'What are the best [your category] in [your market]?' 'What [your product/service] would you recommend for [your ideal customer]?' 'Recommend me options for [your category]'
Queries with your brand name: 'What is [your brand]?' 'What does [your brand] do?' 'Is [your brand] a good option for [use case]?'
Comparison queries: '[Your brand] vs [main competitor]' 'Alternatives to [category leader]'
From each response, extract: Do you appear? With what context? Are you described correctly? In what position on the list? What exactly do they say about you?
Warning signs you should identify
There are patterns that indicate specific problems:
You don't appear in any category query. Semantic association problem. AI doesn't connect you with your main category.
You appear but with incorrect or incomplete description. Confused signals problem. AI has contradictory information and is building an incorrect image.
You appear in categories that aren't your main one. Positioning problem. Your communication isn't specific enough.
You only appear when asked directly for your name. Generative visibility problem. AI knows you but doesn't associate you with real search queries.
You appear with outdated information. Old signals problem. Past content is dominating the image AI has of you.
This manual audit gives you a first picture of where you stand. For a complete and systematic analysis — including competitor comparison, identification of the sources AI is using and a concrete action plan — that's exactly what PULSE™ does in 60 seconds and SCAN™ does in depth.
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