How Brands Compete for Visibility in AI Chatbots

In 2025, the way consumers discover brands is undergoing a seismic shift. Traditional search engines are no longer the sole gatekeepers of digital visibility. Instead, AI chatbots like ChatGPT, Gemini, Claude, and Perplexity are becoming the new front doors to the internet — and the new digital shelf for brands.

When a user asks an AI assistant for product recommendations, travel advice, or B2B software comparisons, the answers they receive are often concise, curated, and sourced from a blend of online content. But here’s the catch: only a handful of brands make it into those answers. If your brand isn’t visible in AI-generated responses, you’re not even in the conversation.

This shift demands a new approach to digital strategy. Visibility in AI chatbots is no longer optional — it’s essential.

Why This Matters

The digital shelf used to be a list of blue links on a search results page. Now, it’s a single AI-generated paragraph. And in that paragraph, only a few brands are mentioned. The implications for marketing and SEO teams are profound:

Reduced real estate: AI chatbots summarise answers, often highlighting just 2–3 brands or sources.
Opaque algorithms: Unlike traditional SEO, the mechanics behind AI-generated answers are less transparent.
New user behaviours: Users are increasingly skipping websites altogether, relying on AI to deliver final answers.

If your brand isn’t showing up in these AI responses, you’re losing visibility, traffic, and ultimately, revenue.

Key Insights for Competing on the AI Shelf

1. Visibility in AI Chatbots Is the New SEO

Think of AI chatbots as the new search engines — but with even higher stakes. Instead of ranking on page one, you’re aiming to be included in a single answer. This demands a shift in how we think about content optimisation.

Authority matters: AI models favour trusted, well-cited sources. Building domain authority is more important than ever.
Clarity and structure: Content that is clear, well-structured, and semantically rich is more likely to be surfaced by AI.
Topical coverage: AI models look for comprehensive content. Gaps in your topic coverage can cost you visibility.

2. Benchmarking Competitors in AI Responses

Knowing how your brand stacks up against competitors in AI-generated answers is crucial. Are you being mentioned more or less often? In what contexts? Promina’s AI visibility platform helps you monitor this in real time.

Track mentions across models: Understand how often and where your brand appears in ChatGPT, Gemini, Claude, and others.
Identify content gaps: See which topics your competitors are dominating — and where you’re missing out.
Get actionable insights: Receive tailored recommendations to improve your AI visibility and close the gap.

3. Content Strategy Must Evolve

To win on the AI shelf, content teams need to adapt their strategies. This isn’t just about keywords anymore — it’s about being the best possible answer.

Focus on user intent: AI chatbots aim to satisfy queries directly. Your content should anticipate and answer real user questions.
Invest in structured data: Schema markup and structured formats help AI models understand and trust your content.
Refresh and expand: Keep content up to date and expand coverage on high-intent topics to stay relevant.

Final Thoughts

The rise of AI chatbots has redefined the digital shelf. It’s no longer about who ranks #1 on Google — it’s about who gets mentioned in the answer. Brands that adapt quickly will gain a significant competitive edge, while others risk becoming invisible.

Now is the time to audit your AI visibility, understand your competitive position, and evolve your content strategy accordingly.

How is your brand showing up in AI-generated answers — and what are you doing to improve it?