As AI-generated answers become the new front page of the internet, brands are waking up to a critical question: How visible are we in AI-powered search—and how do we stack up against the competition?
In 2025, platforms like ChatGPT, Gemini, Claude, and Perplexity are shaping how consumers discover and trust brands. These AI models don’t just index websites—they synthesise information to deliver direct answers. If your brand isn’t showing up in those answers, you’re invisible to a growing share of your audience.
That’s where benchmarking your AI visibility comes in. It’s no longer enough to track traditional SEO metrics. You need to know how your brand performs in AI-generated responses relative to your competitors—and what to do about it.
Why AI Visibility Benchmarking Matters
AI visibility isn’t just a vanity metric—it’s a strategic advantage. Here’s why:
- AI is the new search engine: More users are turning to AI assistants instead of traditional search engines for product recommendations, brand comparisons, and answers to buying questions.
- Visibility drives trust: If your brand is consistently mentioned in AI-generated answers, it signals authority and builds credibility.
- Competitors are catching on: If you’re not monitoring your AI presence, chances are your competitors are—and they’re optimising to outrank you.
Let’s explore how to benchmark your AI visibility effectively and turn insights into action.
Step 1: Identify the Right AI Platforms
Start by focusing on the AI models that matter most to your audience. In 2025, the key players include:
- ChatGPT (OpenAI) – Widely used via web, mobile, and integrations like Microsoft Copilot.
- Gemini (Google) – Embedded across Google’s ecosystem, including Search and Workspace.
- Claude (Anthropic) – Known for its reasoning and enterprise use cases.
- Perplexity – A rising star in AI-native search experiences.
Each model draws from different sources and presents information in unique ways. Benchmarking across multiple platforms gives you a fuller picture of your brand’s AI presence.
Step 2: Track Brand Mentions in AI Answers
To benchmark effectively, you need to know when and how your brand appears in AI-generated responses. This includes:
- Direct mentions: Is your brand named as a top provider or recommended solution?
- Contextual relevance: Are your products or services described accurately and favourably?
- Answer positioning: Are you listed first, last, or not at all?
Manual testing can offer snapshots, but it’s not scalable. Tools like Promina automate this process by monitoring your brand’s visibility across AI models, tracking changes over time, and surfacing insights you can act on.
Step 3: Benchmark Against Competitors
Once you understand your own visibility, it’s time to compare it to your competitors. Key metrics to evaluate include:
- Share of AI voice: What percentage of AI answers in your category mention your brand versus others?
- Sentiment analysis: Are competitors portrayed more positively or with greater authority?
- Content gaps: Are there topics where competitors are visible but you’re absent?
This competitive benchmarking helps you identify where you’re leading, where you’re lagging, and where opportunities lie.
Step 4: Take Action on Insights
Benchmarking is only valuable if it leads to action. Based on your findings, you can:
- Optimise content for AI discoverability: Update or create content that aligns with how AI models source and summarise information.
- Address misinformation or gaps: Ensure AI models have access to accurate, up-to-date information about your brand.
- Strengthen topical authority: Build content clusters around key themes where you want to dominate AI answers.
Promina provides tailored recommendations to help you close visibility gaps and improve your competitive standing across AI platforms.
Key Takeaways
- AI visibility is now a core part of digital brand strategy. If you’re not showing up in AI-generated answers, you’re missing out on high-intent audiences.
- Benchmarking against competitors reveals your true position in the AI landscape and helps prioritise your content and brand efforts.
- Tools like Promina make it possible to monitor, compare, and improve your AI visibility at scale, turning insights into competitive advantage.
Final Thoughts
In a world where AI answers are shaping brand perception and consumer decisions, visibility is power. Benchmarking your AI presence isn’t just about tracking mentions—it’s about understanding your digital influence and making smarter strategic moves.
How are you currently measuring your brand’s visibility in AI-generated content—and what would it take to outperform your competitors?
Learn how Promina can help you monitor your AI presence, benchmark against competitors, and boost your brand’s visibility across ChatGPT, Gemini, Claude, and Perplexity. Start your free trial today.