How to Show Up in AI-Driven Search

If you've been following marketing trends, you've noticed something shifting. People aren't just searching anymore—they're asking AI tools for recommendations. When someone asks ChatGPT, Claude or Perplexity, "Who should I hire for X?" your business either shows up in that answer or it doesn't.

Good news, in many ways AI has leveled the playing field for businesses. You can’t game the algorithm or buy your way to the top of AI research responses. 

Making your business more visible to AI requires the same strategic fundamentals you should already have in place: clear positioning, consistent messaging, and genuine representation of your expertise.

Here are five actions you can take to improve how AI understands and recommends your business.

1. Audit How AI Currently Sees You

Before you change anything, understand where you stand. Open ChatGPT, Claude, or Perplexity and ask:

• "What is [your company name] known for?"

• "Who are the best companies for [your service/industry]?"

• "I need help with [problem you solve]. Who should I consider?"
  

The answers reveal whether your positioning is landing. If AI can't describe you clearly, or doesn't mention you at all, you've identified your starting point. This isn't about gaming a system; it's about understanding how your business is perceived in aggregate across the web.

2. Get Hyper Clear About What You're Known For

AI synthesizes information at scale. Unlike a person browsing your website who can piece together what you do, AI needs clarity to include you in its recommendations. Muddled positioning means you don't get mentioned.

Write one sentence that captures what you're known for—not what you do, but what you're known for. Test it by asking yourself: "If someone asks AI for this specific thing, would my business come up?"

Then audit your digital presence for consistency. Does your website say the same thing as your LinkedIn? Do client testimonials reflect this positioning? Fragmented messaging dilutes you in AI-driven search.

3. Focus on Specificity Over Generalities 

"We serve all industries" sounds appealing because it feels like you're keeping doors open. In practice, it causes you to get lost. AI has nothing specific to grab onto when synthesizing recommendations.

Look at where you actually have traction: What types of clients do you do your best work with? What problems are you genuinely known for solving? What services are most profitable?

Focus there. It can be counter intuitive, but narrowing often expands your reach because the recommendation becomes clearer. People know exactly when to think of you.

4. Invest in Being Referenced, Not Just Visited

The old marketing playbook focused on driving traffic to your website. The new reality: third-party validation matters more than ever. AI forms its understanding of your business based on what's written about you, not just what you write yourself.

This means:

• Seek earned media opportunities. Get quoted in industry publications. Contribute to relevant podcasts. Share expertise in forums where your clients gather.

• Encourage client testimonials and reviews. These conversations inform AI's understanding of your reputation.

• Build relationships with others in your space. Being mentioned by peers and partners signals authority.

This isn't about manipulating or blanketing other channels with your name, it's about building a genuine reputation. The difference matters.

5. Create Content Worth Citing

AI is looking for original thinking: unique research, proprietary frameworks, contrarian perspectives that prove out. Consider: Is this content just rephrasing what everyone else says, or does it add something new? If you're part of the background noise, AI will summarize you away. If you're the source of an idea, you get credited.

Also: Don't underestimate your newsletter. If you have a direct relationship with your audience through email, that's increasingly valuable. AI can synthesize public information, but it can't replace timely, relevant content delivered directly to people who already trust you.

The Strategic Foundation Still Matters

AI rewards businesses that have done the strategic work. Clear positioning, consistent messaging, building a reputation—these fundamentals matter more now, not less.

If you've been putting off clarifying your positioning because it felt like an internal exercise, this is your signal. It's not just internal anymore. It's how you become part of the answer when someone asks for help.