As AI-powered tools like ChatGPT, Gemini, Claude, and Perplexity become the default gateways to information, B2B brands face a new challenge: being visible in AI-generated answers. Traditional SEO is no longer enough. If your brand isn’t showing up in AI responses, you’re invisible to a growing segment of your audience.
Welcome to the era of Answer Engine Optimisation (AEO) — a strategic shift that’s redefining how B2B marketers approach digital visibility in 2025.
Why This Matters Now
AI models are increasingly used by professionals to ask complex, intent-driven questions. Whether it’s a procurement manager researching software vendors or a CMO exploring marketing automation platforms, these users are bypassing search engines in favour of direct answers from AI.
If your brand isn’t part of those answers, you’re not in the consideration set.
What Works Best for B2B Brands
Through our work at Promina, we’ve analysed hundreds of AI-generated responses across leading models. Here’s what we’ve found to be most effective for B2B brands looking to improve their answer engine visibility:
1. Own the Category Language
AI models rely on patterns in language. If your brand isn’t using the same terminology your audience and competitors are using, you’re less likely to be mentioned in AI-generated answers.
- Align your content with how people ask questions, not just how they search.
- Use structured FAQs, comparison pages, and glossary content to reinforce your relevance.
- Include competitor comparisons — AI often surfaces brands that are contextually linked.
Pro tip: Use tools like Promina to identify the exact phrases AI models associate with your competitors, then build content that bridges those gaps.
2. Optimise for Entity Recognition, Not Just Keywords
AI models don’t rank pages — they generate answers based on entities, relationships, and context. That means your brand needs to be recognised as a credible entity in your space.
- Ensure your brand is consistently mentioned across authoritative sources (press, directories, review platforms).
- Use schema markup and structured data to reinforce your identity.
- Create content that clearly connects your brand to key industry topics and use cases.
Think of it this way: If your brand were a Wikipedia page, would the AI know what you do and who you help?
3. Monitor and Adapt in Real-Time
Unlike traditional SEO, answer engine visibility changes rapidly. AI models are updated frequently, and your brand’s presence can fluctuate week to week.
- Use AI visibility platforms like Promina to track where and how your brand appears across ChatGPT, Gemini, Claude, and Perplexity.
- Benchmark against competitors to spot opportunities and threats.
- Adjust your content strategy based on real-time insights — not quarterly SEO audits.
Visibility is no longer static. It’s dynamic, and your strategy should be too.
Final Thoughts
B2B marketing teams can no longer afford to treat AI-generated answers as a novelty. They’re the new front page of the internet — and your brand needs to be there.
The good news? With the right strategy, tools, and mindset, you can shape how AI models understand and represent your brand. It’s not about gaming the system. It’s about being the most helpful, relevant, and trusted source in your category.
How is your brand showing up in AI-generated answers today — and what’s your plan to improve it?
Learn how Promina can help you monitor, benchmark, and boost your AI visibility across leading models. Visit https://promina.ai to start a free trial today.