Not long ago, a company's online visibility meant mainly high rankings on Google. Today, some customers look for answers in a different way: they ask ChatGPT, check Gemini, use Perplexity or read the summary in Google AI Overviews. For companies, this is an important change. It's no longer just about whether a website exists. What matters is whether the brand is understandable, credible and present where the user is making a decision.

Why might a mere presence on Google no longer be enough?

Customers are increasingly not typing short phrases. They are asking questions in full sentences. Instead of searching for „marketing agency Krakow,” they might ask:

• „what agency will help me increase my online sales?”,
• „Is it better to start with SEO, Google Ads, or Meta Ads?”,
• „How to promote an online store in a small business?”,
• „How can AI help in marketing and lead handling?”.

This changes the way a company should think about content. A page with a brief description of services alone is often not enough. AI tools are looking for information that can be easily understood, combined with context and used in a response.

For business, this means a simple thing: the better structured the brand communication, the greater the chance that the company will be noticed in new forms of search.

What is positioning in AI?

AI positioning is a set of actions that increase the chance that a brand, expert, product or website will appear in responses generated by artificial intelligence tools.

This is not one technical trick. It's not enough to „add a site to ChatGPT” or install a special plug-in. In practice, the idea is to make the company information:

• easy to find,
• well described,
• UPDATE,
• consistent across channels,
• linked to real customer questions,
• Set in a credible context.

AI positioning combines classic SEO, content marketing, technical site preparation, branding, customer reviews, social media presence and a thoughtful communication strategy.

How do ChatGPT, Gemini, Perplexity and Google AI Overviews select information?

Each tool works a little differently. ChatGPT can take advantage of the model's knowledge and available sources, Gemini is strongly connected to the Google ecosystem, Perplexity bases answers on web sources, and Google AI Overviews presents generated summaries in search results.

From a company's perspective, the most important question is not how exactly each algorithm works. The more important question is: does our brand give AI systems good material to understand and recall?

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Content that has more potential usually meets several conditions:

1. They answer specific questions from users.
2. They are written in simple, precise language.
3. They have a logical structure of headings.
4. Include definitions, examples and context.
5. They show the experience of the company or expert.
6. They are linked to other valuable content on the site.

AI doesn't need empty slogans. It needs content that can be summarized, quoted, compared and used to answer a user's problem.

What makes content easy for AI to use?

Good content does not have to be complicated. It should be organized, unambiguous and useful to the person who is looking for answers.

They help especially:

• headline questions,
• short paragraphs,
• list of steps,
• FAQ sections,
• clear definitions of terms,
• examples from company life,
• specific descriptions of services,
• Linking between related topics.

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Example? Instead of just writing: „we run effective ad campaigns,” it's better to explain when Google Ads makes sense, for whom Meta Ads will work, how to measure conversions and what to do to make an ad lead to a well-designed landing page.

Such text helps the user. And, by the way, it makes it easier for search engines and AI tools to understand what the company really does.

Does SEO still matter in the age of AI?

Yes. SEO is still important, but the way we work with visibility is changing.

In the past, many activities focused mainly on phrases and positions. Today, you need to look more broadly: at user intent, quality of response, site structure, author credibility, timeliness of content and consistency of the entire online brand.

In practice, SEO continues to help in areas such as:

• page indexing,
• Visibility in organic results,
• content structure,
• selection of topics for the blog,
• Optimization of service subpages,
• Improving site speed,
• internal linking,
• Analysis of user queries.

The difference is that content should not be written „for robots.” They should be written for a human being who has a problem, question or decision to make.

This is especially important in Internet marketing. An entrepreneur is not looking for a definition for the sake of a definition. He wants to know what to do to get better leads, organize operations, increase online sales or stop burning through the advertising budget.

How to prepare a website for visibility in AI?

A company website should be more than an online business card. It should explain who the company helps, what problems it solves and why its offerings make sense for a particular audience.

When it comes to visibility in AI, order is important. The user, Google and AI systems need to quickly understand what the subpage is about.

A good starting point is to audit several elements:

A good website does not have to be overloaded with content. It needs to be well thought out.

The site as a practical resource

If a company only writes „we develop websites,” the client still knows very little. He may ask: what kind of sites, for whom, for what purpose, with what process, with what post-implementation support?

Content that answers questions works much better:

• When a landing page will suffice,
• When an extensive company website is needed,
• When an online store would be a better option,
• How on-page content affects conversions,
• Why UX, speed and analytics matter for sales.

Then the website begins to work like an advisor. It doesn't just present an offer, but helps the customer understand what they really need.

How do you create content that has a chance of appearing in AI responses?

Content under AI should answer real customer questions. This is the simplest and also the most difficult rule.

It is not enough to write an article on the phrase „Internet marketing.” It is better to plan a series of topics that cover the different stages of the purchasing decision:

• „Does SEO pay for a small business?”,
• „When to choose Google Ads and when to choose Meta Ads?”,
• „How to prepare a landing page for an advertising campaign?”,
• „How to measure the effectiveness of social media?”,
• „How much does it cost to create an online store?,
• „How can AI improve marketing and sales?”.

Such content builds semantic visibility. They show that the company not only uses popular phrases, but understands the entire topic.

Well-designed content marketing should include a variety of formats:

1. Guide articles
   They help answer search engine and AI questions.
2. FAQs on service subpages
   Make it easy to find answers quickly before contacting the company.
3. Case studies
   They show the process, decisions and results without empty promises.
4. Solution comparisons
   They help the user choose between SEO, advertising, website, automation or social media.
5. Updated guides
   They signal that the company cares about the freshness of the information.

AI can only use a piece of content if that piece makes sense on its own. Therefore, each paragraph should respond to a specific thought, not just fill the space between headings.

What off-page activities help build visibility in AI?

Visibility in AI doesn't end with a company's blog. Tools that analyze the Internet can take into account the broader brand picture. Therefore, external channels also matter.

They work well especially:

• current Google business card,
• customer reviews,
• consistent social media profiles,
• expert publications,
• mentions in industry websites,
• presence in podcasts, webinars and events,
• Links from valuable sources,
• Clear branding and repeatable communications.

Social media matters too, although it doesn't always directly translate to SEO. They help build brand recognition, trust and context. If a company regularly talks about SEO, advertising, marketing automation, e-commerce or web design, it is easier to associate it with these areas.

This is why online marketing should be consistent. The website, social media, ads, graphics, branding and sales communications cannot speak different languages.

How to combine SEO, advertising and marketing automation?

Positioning in AI is best treated as part of a larger system. A blog article alone won't fix all marketing. Similarly, a Google Ads campaign alone won't solve the problem if a user ends up on a poor landing page.

Well-structured Internet marketing combines several elements:

An example from the life of a service company might look like this: an article answers a customer's question, an ad directs the customer to a tailored landing page, a form saves the data in the CRM, and automation sends a message with the next step. The sales team gets structured information instead of random notes.

When does AI and automation realistically help a company?

AI in business makes sense when it solves a specific problem. Not when it is added just because it sounds modern.

Practical applications include:

• Analysis of queries from forms,
• Grouping leads as needed,
• Creating drafts of content for further editing,
• summarizing sales calls,
• automated campaign reports,
• Monitoring customer feedback and inquiries,
• SEO topic planning support.

Well-implemented automation saves time, but does not replace strategy. First you need to know what the company wants to measure, who it is selling to, and which activities really support growth.

How to measure the effects of positioning in AI?

Measuring visibility in AI is more difficult than checking position in classic Google results. Answers can vary depending on the tool, location, how the question was asked, and the context of the conversation.

That's why it's not worth basing the evaluation on a single test like „I asked ChatGPT and it didn't show us.” It is better to track several indicators at the same time.

You can monitor:

• organic traffic to the site,
• Google phrase visibility,
• number of brand inquiries,
• Quality of leads from forms,
• GA4 or CRM conversions,
• brand mentions on the web,
• The presence of Perplexity or AI Overviews in the responses,
• clicks from guide content to service subpages,
• The number of queries from longer, more specific phrases.

Positioning in AI is worth evaluating business-wise. Not just through the lens of traffic. Traffic matters when it leads to conversations, inquiries, sales or better brand recognition.

The most common mistakes of companies that want to appear in AI

The biggest mistake is treating AI like an acronym. Companies sometimes try to mass-publish content that sounds similar and doesn't bring specifics or show experience. This is a quick path to chaos.

The most common problems are:

1. General texts without a clear answer
   The user reads several paragraphs and still doesn't know what to do.
2. No content updates
   An article from several years ago may still generate traffic, but give stale information.
3. Copying competitors' communications
   The brand loses its own voice and becomes one of many similar companies.
4. Chaos in services
   SEO, advertising, social media, websites and branding are all described in one block, without distinction.
5. No evidence of trust
   There are no realizations, reviews, company data or process information on the site.
6. Separation of content from sales
   The blog generates inputs, but does not lead the user to the next step.

AI can help with analysis and drafting, but it is no substitute for a good marketing strategy. Content must come from knowledge of customers, offerings and the market.

Where to start positioning a company in AI?

It's best to start by getting the basics right. Without that, subsequent actions will be haphazard.

A simple plan might look like this:

1. Do a website audit
   Check that the user understands the offer after a few minutes.
2. List customer questions
   From sales calls, emails, forms, comments and meetings.
3. Divide services into separate topics
   Don't mix SEO, advertising, website and automation in one general description.
4. Create a content plan
   Include how-to articles, FAQs, case studies and service sub-pages.
5. Improve technical SEO
   Take care of speed, mobile version, meta data, indexing and link structure.
6. Ensure brand credibility
   Reviews, realizations, social media and consistent branding help build context.
7. Measure the effects
   Look at leads, sales, conversions, visibility and query quality.

Such a process does not give immediate certainty of appearance in AI. However, it gives something more important: order in marketing and a better basis for long-term visibility.

Positioning in AI - summary

AI positioning is not about looking for one trick. It's a more mature approach to a company's online visibility. You need a good website, thoughtful SEO, content that answers real questions, consistent branding, reviews, social media and judiciously used marketing automation.

Companies that want to appear in ChatGPT, Gemini, Perplexity and Google AI Overviews should start by getting their own information in order. What do they offer? Who are they helping? How do they solve problems? Why should a customer trust them?

At Two Colours, we look at marketing in just that way: as a system to support sales, save time and make business easier. SEO, Google Ads, Meta Ads, social media, websites, e-commerce stores, branding and AI & Automation work best when they lead in one direction.

If you want to see if your website, content and brand communications are ready for AI Search, it's a good idea to start with an audit of your visibility, service structure and the questions your customers are realistically asking.

FAQ - frequently asked questions

Can a company be guaranteed to appear in ChatGPT or Google AI Overviews?

No. It is impossible to responsibly promise a certain presence in specific AI responses. What you can do, however, is increase the chance of visibility through good SEO, expert content, a structured website, brand reputation and a consistent online presence.

Can a small business also build visibility in AI?

Yes. A small company can compete with specificity, specialization and good knowledge of its customers. Sometimes the advantage is just a narrow niche, locality or very practical content that answers the audience's questions.

Do you need a company blog for SEO in AI?

Not always, but in many cases a blog helps a lot. It provides a place to expand on topics that don't fit into the service pages. A blog can answer customers' pre-purchase questions and support visibility for long-tail phrases.

How often to update the content?

It's best to update content when information, offerings, tools, pricing, processes or customer behavior changes. In practice, it's a good idea to review your most important articles and service pages once every few months.

Does structured data help with visibility in AI?

They can help search engines better understand a site's content, especially with FAQs, articles, products, company location or organization data. However, they are not a stand-alone way to appear in AI responses.

Does Google Ads affect AI responses?

It's not a straightforward path to appear in AI. However, it can help test queries, messages, landing pages and user intent. Campaign data is often very useful for SEO and content marketing planning.

How long does it take to build visibility in AI?

Visibility in AI should be treated as a long-term process. The first results of cleaning up your site and content may be visible sooner, but building recognition, authority and a consistent online presence usually requires regular work over the following months.

How to see if a brand appears in AI responses?

It is a good idea to test different questions in several tools, for example, ChatGPT, Gemini, Perplexity and Google AI Overviews, but do not base your evaluation on a single question. A better approach is to regularly monitor a set of questions related to your offer, industry, location and customer concerns.

What to prepare before talking to an agency about positioning in AI?

Before the call, it's a good idea to gather a list of services, the most common customer questions, examples of good leads, data from Google Analytics or CRM, information about current SEO and advertising efforts, and addresses of key subpages. This allows you to more quickly assess which elements of your communication need to be cleaned up.

Sources

Google Search Central. (n.d.). AI-based features and your website. Google for Developers. Downloaded May 8, 2026 from:
https://developers.google.com/search/docs/appearance/ai-features?hl=pl

Perplexity Support. (n.d.). What is Perplexity? Perplexity Help Center. Downloaded May 8, 2026 from:
https://www.perplexity.ai/help-center/en/articles/10352155-what-is-perplexity