AI Visibility answers one question: when a person asks an answer engine about your category, how frequently does your brand appear?
Formula: conversations where your brand appears ÷ total eligible conversations × 100
A brand at 80% appears in four of each five related answers. A brand at 15% is not visible for most of the category.

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What the score does not tell you

An appearance is not the same as a recommendation. An answer can mention your brand and then recommend a different brand. For example, the answer can name your brand as the expensive option, or as the option that the buyer no longer needs. For this reason, always read this number together with AI Recommendation. High visibility with low recommendation is a positioning problem, not an awareness problem. The solution for each problem is different.

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What changes the score

The visibility increases when an answer engine has more reasons to include your brand in an answer:
  • More sources that mention you. Answer engines use the content that they can find. Reviews, comparisons, and community threads give a brand more routes into an answer than its own website alone.
  • Coverage of the questions that persons really ask. If your brand appears for “best CRM” and for no other question, most of the category stays without coverage.
  • A name that is not ambiguous. When the name of a brand is the same as a common word or as a different company, the brand loses mentions.

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Read the score correctly

Compare the score with your competitors, not with an industry number. In a category with many brands, 40% can be strong. In a niche with three brands, 40% is weak. The score has a meaning only when you compare it with the brands that you really compete with. Examine the score for each topic. One number for a brand hides the distribution. Usually, your brand is strong on some topics and absent on other topics. The topics where your brand is absent show the work that you must do. Expect changes. Answer engines change their answers. A change of a few points up or down between runs is normal. A continuous decrease is not normal.