The gap between good and great writing, strategy, design etc. is invisible to someone starting out in their career. It only becomes visible through years of looking, making, failing, and refining.

And it turns out, that gap is also where AI runs into its limits.

Many buyers now use LLMs during their purchasing journey. But not all buyers are using the same tool. And the one they're using changes everything about whether you show up.

Download my full LLM platform comparison which encludes demongraphics, industries and roles across ChatGPT, Perplexity, Claude, Gemini, and others.

Your brand ranks well on Google. So when your clients open Microsoft Copilot and ask it to research suppliers or shortlist vendors in your category, you’d expect to be in the answer….but for some reason, you’re not.

Here’s the reason why.

This is one of the questions I get asked all the time: “Why is it that when you type the exact same question into ChatGPT, Copilot, Perplexity, and Claude, my company shows up in one but not the others?”

Large language models (known as LLMs) like ChatGPT, Claude, and Gemini are increasingly where buyers go for recommendations, comparisons, and category education. If your company isn’t in the training data, the citations, or the trusted sources these models draw from, you don’t exist in that conversation.

Here are four tactics to you ensure AI visiblity is part of your communications strategy.

An Emmy-nominated journalist and Top 50 Disrupter Awardee, Michelle Ponto brings more than 20 years of experience helping executives articulate who they are, where they are going, and how to communicate that with credibility across the GCC, Europe, and North America. Most recently, she is using her expertise to help companies and individuals boost their AI Visibility.

One question I’m often asked is whether or not you still need SEO if you are going to start optimizing your content for AI visibility / GEO. The answer is yes.

For the last few years, sustainability was often treated as a reporting exercise. What I'm seeing now in global conversations is sustainability moving closer to the center of leadership, operations, and commercial decision-making. And when that happens, the way we communicate about ESG and sustainability has to change too.