Observed Signal · Oct 15, 2026 · Market Signal · Source: SCAILE · Impact: 2/5
How GEO works: how brands win in AI answers
OMR asked practitioners how brands become visible in ChatGPT and Gemini. Simon Wilhelm on unique company knowledge as a source, building sites that get cited, and measuring traffic over prompt tracking.
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Appearing in ChatGPT Gives Brands an Advantage — Rankscale
Mathias Ptacek, founder and CEO of Rankscale.ai, describes his startup’s work measuring brand and content visibility inside AI search systems and chat assistants. Rankscale statistically analyzes large sets of prompts sent to systems such as ChatGPT, Copilot, Gemini, Perplexity and Grok to determine which sources and entities are cited and where brands appear within model answers. The company is self-funded with strategic investors and business angels, runs a small team (~9 employees) with plans to grow, and offers features including Prompt-Research, Facts pages and a Visibility Score. Ptacek stresses model differences (e.g., Copilot leans on SEO tools, ChatGPT often cites Reddit or tech sites), recommends structured, authoritative content and offsite PR for AI visibility, and notes legal/regulatory questions about content use remain unresolved.
Brands Shift Focus to AI Search for Visibility
MarTech contributor Greg Kihlström argues that brand discovery is shifting from traditional search to AI-driven answer engines, making Generative Engine Optimization (GEO) a C-suite priority. Conductor research cited in the article finds nearly one-third of digital marketing leaders view GEO as the top performance challenge for 2026, with 97% reporting positive results from GEO efforts. Companies are reallocating budget and building GEO capabilities in-house—including structured data/schema work, API-based monitoring, publishing long-form authoritative content and prioritizing first‑party data—to remain discoverable by LLM-powered answer engines like ChatGPT and Gemini. The piece says measurement is moving from volume metrics to quality-focused KPIs (e.g., direct conversions from AI referrals, AI search market share and brand sentiment in AI outputs), and warns brands that delays may widen the gap between high-maturity and laggard organizations.
B2B Brands Risk Obscurity on AI Platforms, Study Finds
SEMAI analyzed 25,540 URLs cited by ChatGPT, Google Gemini, and Perplexity over a 60-day period and found each AI platform cites materially different content types. Blogs (41–55%) and webpages (38–47%) together account for more than 90% of AI citations, but platforms diverge on niche sources: ChatGPT cites LinkedIn, Wikipedia, and academic/research-backed content more than Gemini or Perplexity; Perplexity emphasizes comparison and solution pages; Gemini favors brand-owned blog content and avoids community sources. SEMAI argues that optimizing for a single channel (e.g., Google) can leave B2B brands invisible to buyers who begin research on AI platforms. SEMAI’s visibility platform tracks ChatGPT, Perplexity, Gemini, and Claude and offers LLM search volume metrics, cluster classifications, and AI-generated content calendars; a free AI visibility audit is available on its site.
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