The short answer
Ask it. Open ChatGPT, Gemini, Claude and Perplexity and type the questions a customer would ask to find a business like yours. See whether you are named, what is said, and who is recommended instead. Do this monthly from a fresh or logged-out session and keep a simple record. That is AI visibility tracking in its simplest form.
Buyers increasingly ask an AI before they ask Google. On ChatGPT, one large study of over 50 million prompts found that generative requests, "recommend", "compare", "which should I use", now make up the biggest share of activity. If those answers do not mention you, you are losing business you never see, because there is no click and no line in your analytics to tell you it happened.
The first step is not a tool or a budget. It is ten minutes and a bit of honesty.
Why does this matter now?
When an AI recommends three providers by name and yours is not one of them, that customer may never reach your website at all. The decision was shaped before you had a chance to compete. Knowing what the AI says about you is now as basic as knowing what your Google reviews say.
How to check, step by step
Write down your buyer's questions
List the ten questions a customer would actually type. "Best [what you do] in [your area]", "who should I use for [service]", "compare [your category] providers".
Run them across all four tools
Ask each question in ChatGPT, Google's AI answers, Gemini, Claude and Perplexity. Use a fresh or logged-out session so your own history does not skew the result.
Record what you find
For each, note whether you are named, whether the description is accurate, and which competitors are recommended instead.
Check the sources it cites
Many tools show their sources. Note which pages they trust. Those are the pages you want to be, or be mentioned on.
Repeat monthly
Keep a simple sheet with the date. AI answers move, and a monthly check shows whether your visibility is climbing or slipping.
What if you're not showing up?
Do not panic, and do not pay someone promising to "guarantee" a spot in AI answers, because nobody can. The fix is generative engine optimisation: become the credible, well-structured, frequently-cited source that AI tools want to quote. Publish clear answers to your buyers' real questions, earn mentions on the sites the AI already trusts, and keep your reviews and listings current and consistent.
How the four engines pick sources
| Tool | Tends to favour |
|---|---|
| ChatGPT | Well-known, consistently described sources and, in search mode, current web pages |
| Google AI answers | Pages that already rank well in Google search |
| Perplexity | Fresh, clearly-sourced pages it can cite directly |
| Claude and Gemini | Comprehensive, well-structured, credible content |
Do you need a paid tracking tool?
Not to start. The by-hand method above tells you most of what you need for free. Paid AI visibility tools help once you want to track many prompts over time or across a big brand, but do the ten-minute check first. It is often a genuine wake-up call.
Does ChatGPT Recommend You? – frequently asked questions
How do I know if ChatGPT recommends my business?
Ask it directly. Type the questions a customer would use to find a business like yours, in a fresh or logged-out session, and see whether you are named and how you are described. Repeat across Gemini, Claude and Perplexity.
Why isn't my business showing up in AI answers?
Usually because your content is not clear, credible or frequently-cited enough for the AI to trust and quote, or your brand is described inconsistently across the web. Generative engine optimisation fixes this.
How often should I check my AI visibility?
Monthly is a sensible rhythm. AI answers change as models and sources update, so a regular check shows whether you are gaining or losing ground.
Can I influence what AI says about my business?
Yes, though not instantly. Publish clear answers to your buyers' questions, keep your listings and reviews consistent, and earn mentions on sources the AI already trusts. Over time this shapes what the AI says.
Do I need a paid AI tracking tool?
Not to begin with. The manual monthly check is free and revealing. Paid tools help when you want to track many prompts over time, but start by hand.
Which Oxford AI School training fits this need?
Check it, then fix it. GEO training for teams and agencies, in person across the UK or live online.
Not showing up in AI answers?
Our Introduction to GEO workshop shows your team how to check, track and improve the way AI tools describe and recommend your business.
Book Introduction to GEO Write content AI will quote
Harry Lang runs The Oxford AI School, teaching teams and businesses the basics of AI in a fun, easy and practical way. A marketing leader turned AI trainer, he can be reached at Learn@TheOxfordAISchool.com.