What Comes Up When ChatGPT Asks About Your Brand?
For years, we spent all our marketing budget and energy to appear on the first page of Google (SEO). But the rules of the game have changed dramatically. Now, instead of typing keywords into search engines, consumers, potential investors and even job applicants directly ask ChatGPT, Gemini or Claude the following question:
"Is [Brand Name] reliable? What are the differences between it and [Competitor Brand]? Why should I choose [Brand Name]?"
So, what does artificial intelligence know about your brand? More importantly, does it recommend your brand or point to your competitors?
As a marketing manager, I discussed this new reality and prepared AI Visibility Audit Template so that you can measure your brand's reputation in the world of artificial intelligence. You can quickly do your own AIO (AI Optimization) check-up using this template.
Step 1: Preparing the Correct Prompt Set
When testing artificial intelligence, you should not just type your brand name and leave it at that. You should create a prompt set that simulates different stages of the consumer journey.
4 Basic Question Types You Should Test:
Direct Brand Query (Awareness): "What is [Brand Name], what does it do? What is its position in the market?"
Category/Sector Query (Exploration): "Which are the best [Sector/Service - ex: cloud storage, vegan cosmetics] companies in Türkiye?" (Let's see if your brand can get on the list?)
Comparative Query (Evaluation): "Can you compare [Brand Name] and [Your Largest Competitor's Name]? Which one should I choose?"
Reputation and Complaint Query (Trust): "What are the user comments about [Brand Name]? Which issues receive the most complaints?"
Step 2: Conducting Multi-Model Testing
The data set and up-to-date status that each artificial intelligence model is fed with is different. You should ask the prompt set you have prepared not to a single tool, but to all major language models (LLM) with a high market share:
ChatGPT (OpenAI): (Both free 3.5/4o-mini versions and Plus versions with web browsing)
Gemini (Google): The most critical model in current data due to real-time search integration.
Claude (Anthropic): It is very important for B2B brands with its in-depth analysis and text processing capacity.
Perplexity AI: A new generation search tool that directly identifies sources, works as an "answer engine" and is rapidly rising.
Step 3: Output Analysis and Scoring
Transfer the answers you receive from the models to a table and evaluate them according to the following 3 criteria:
Accuracy and Hallucination Check: Is the model lying about you? Does it present an old campaign of yours as if it were new? Does it provide incorrect CEO or pricing information?
Sentiment Analysis: What is the general tone of the response? Does it praise your brand (Positive), provide a completely neutral Wikipedia description (Neutral), or highlight your chronic problems (Negative)?
Visibility and Recommendation Rate: Are you in the top 3 of industry-wide "Best of" lists? Does the AI say, “[Brand Name] is a great option for this need”?
Step 4: Source Identification and Root Cause Analysis
AI models do not produce this information out of thin air. If ChatGPT says that your brand's customer service is bad, he has read this somewhere (Şikayetvar, Reddit, Ekşi Sözlük, news sites, old blog posts).
Check out the source links below the answers, especially using Perplexity and Gemini.
Identify key source platforms that cause AI to recognize you positively or negatively. (These platforms will be the main target of your Digital PR and Content Marketing operations from now on).
Step 5: AIO (AI Optimization) Action Plan
Don't panic if the results are not what you expected after completing the audit. You can manipulate the way AI learns about you by:
Strengthen Knowledge Panels and PR: AI references trusted news sites, Wikipedia, and high-authority blogs. Publish press releases (Digital PR) enriched with the right keywords.
Structure Your FAQ Pages: Update the "Frequently Asked Questions" pages on your site with structured data (Schema Markup) to respond exactly to the comparison and review prompts posed to the AI.
Promote User Generated Content (UGC): Create campaigns that will increase the number of current and positive content about your brand on forums, review sites and platforms.
Well?
"What rank do we rank on Google?" The question was quickly replaced by "How does ChatGPT describe us?" leaves it to the question. Apply this audit template I prepared for your own brand and discuss the results. Brands that act early will gain the first-mover advantage of being the number one recommendation of artificial intelligence.
What was the most surprising response you got when you applied this template to your own brand? Let's talk about it on LinkedIn!