How to make sure you’re visible in AI search

At Varn, we’re hearing the same questions again and again:

“Will ChatGPT cite my product if someone asks a relevant question?”
“Are we invisible to AI search platforms?”
“What do we need to do now to show up in AI search results?”

These are the right questions to ask, because the homepage of the internet is no longer just Google. AI search tools like ChatGPT and Perplexity are reshaping how people discover information. So how can you make sure your brand is visible in this new search landscape?

In this short video, Tom Vaughton shares practical steps from our AI Visibility Framework to help businesses audit and improve their performance in AI-driven search. Watch below to hear his take on what matters most right now.

Search is no longer just about Google rankings. AI tools generate answers by pulling from multiple sources across the web, selecting content they see as clear, credible, and authoritative. This means if your brand isn’t being mentioned, or worse, if your competitors are, it’s time to take action.

Here are three starting points Tom highlights in the video:

1. Check where you’re being mentioned

AI platforms don’t operate like traditional search engines. Start monitoring where (and if) your brand is cited in AI-generated responses. This gives you a performance baseline and an opportunity to compare against competitors and our benchmark report can highlight these opportunities.

2. Focus on building authority

Being visible in AI results relies on being trusted. That means consistently producing high quality, accurate content and reinforcing your expertise across your digital footprint.

3. Structure content for AI 

AI systems favour content that is clear, well-structured, and backed by reliable sources. Reviewing your content through this lens can reveal important gaps and this will help you adapt for better AI discoverability.

If you’re not sure how to assess your current AI visibility, or if you want to benchmark yourself against the competition, do get in touch with our expert team. Our AI Visibility Framework is designed to give clarity, direction, and practical steps to improve your search presence as AI search evolves.