AI visibility – definition and how to measure it

Definition

AI visibility describes how visible a brand, a piece of content or a product is in AI-powered search engines and chatbots, based on how often and how clearly it is used in AI-generated answers.

What AI visibility actually measures

AI visibility describes how visible a brand or a piece of content is in AI-powered search engines and chatbots, based on how often and how clearly it is used in AI-generated answers. Unlike traditional SEO visibility, which focuses on positions for specific keywords, AI visibility is more spread out: what matters is whether your brand is mentioned, cited or recommended when AI summarises an answer – whether or not a click follows. Want to know how your company shows up in ChatGPT specifically, and why a competitor is named instead? We answer that in the section How does my company show up in ChatGPT's answers? – this page is about how visibility is measured.

AI visibility is made up of several factors: citations (how often your content is given as a source), frequency and distribution (how consistently you appear across many question variants and intents) and context quality (whether AI describes your product or service correctly and positively). The last of these is often underestimated – being mentioned is not enough; you want to be mentioned in the right way.

How to measure your company's visibility in AI – the method

Both Bing and Google now provide first-hand data on AI visibility, but it is still thin (more on that below). In practice, then, measuring it takes a combination of methods:

• Bing Webmaster Tools (BWT) – Currently the most useful first-hand source on how your content is used in AI-powered answers. Copilot is built on the same index as Bing's search engine. BWT shows which pages are cited in Copilot answers and which search phrases the AI used to find them. An essential starting point
• Google Search Console (the Generative AI report) – Shows how often your pages appear in AI Overviews and AI Mode, by page, country, device and date. Available since 31 August 2026 for all websites with enough impressions. No clicks and no queries
• Prompt sampling – Regularly ask ChatGPT, Perplexity and Gemini a selection of questions relevant to your industry. Log whether and how your brand is mentioned. This gives a qualitative picture that complements the quantitative tools
• GA4 – referral tracking from AI chatbots – Traffic from ChatGPT, Perplexity and Copilot shows up in GA4 as referral traffic from specific domains
• AI brand tracking via Brand Radar / Brand Mentions – Tools such as Ahrefs Brand Radar and the Semrush AI Visibility Index track mentions in AI answers. Use them alongside BWT and GA4

Third-party tools for AI visibility – an overview

The market for AI visibility tools and platforms is young and moving fast. A few established names, with our assessment:

• Peec AI – Focused on share of voice in AI answers. Good for systematic AI brand tracking in English-speaking markets
• Profound – An enterprise tool with in-depth analysis. The high price is justified for large international brands
• Evertune – Specialised in LLM visibility and brand sentiment in AI answers. A growing player with a strong focus on context quality
• Otterly AI / Scrunch AI – Simpler and cheaper options for ongoing prompt tracking. A reasonable starting point for small and medium-sized companies
• Ahrefs Brand Radar – Integrated into the Ahrefs ecosystem. Convenient if you already use Ahrefs
• Semrush AI Visibility Index – Good for comparing share of voice against competitors

Our view: for small and medium-sized companies in Sweden, expensive third-party AI visibility tools rarely pay off at the moment. Start with Bing Webmaster Tools, Search Console and GA4 referral tracking – they give more reliable data than most paid tools, at no cost.

You can automate prompt sampling with AEO-kollen, a free tool we have built for the Swedish market. It puts 10–15 Swedish-language buying questions from your industry to ChatGPT and Perplexity. Each question is run three times, because the answers vary. The report shows whether your company is mentioned, how it is described and which competitors come up instead. Treat the result as a diagnostic, not a KPI – the tool only measures the questions it asks.

What you should not measure

A common mistake is trying to "rank" in AI answers the way you would in organic search. It does not work, and it leads to the wrong conclusions:

• Position in ChatGPT answers – AI models are not deterministic. The same question gets different answers depending on wording, timing and user context. Measuring "position 1 in ChatGPT" is meaningless
• Frequency without context – Being mentioned often is good, but if the mention is negative or wrong it is counterproductive. Always measure sentiment and context quality, not just frequency
• One-off prompt measurements – A snapshot is not a lasting state. Track the trend over time, not individual data points

Bing Webmaster Tools – still the most useful first-hand data

There is a flood of third-party tools that promise to measure AI visibility – but AI gives probabilistic answers tailored to context, so the answers vary enormously. The most reliable first-hand data currently comes from Bing Webmaster Tools, which shows how your content appears in Bing's AI, Copilot and "partners". A reasonable guess is that the partners include ChatGPT, given Microsoft's stake in OpenAI.

Google took a step in the same direction on 3 June 2026 with Generative AI performance reports in Search Console – dedicated views for AI Overviews, AI Mode and generative AI surfaces in Discover. In the Swedish-language version of Search Console, the report is called Generativ AI. Since 31 August 2026, it has been available for all websites, including Swedish ones. According to Search Console Help, it only appears when the website has enough impressions in the AI features. The report shows only impressions by page, country, device and date. So you can see where you appear, but not for which queries or how much traffic it brings. This is where Bing Webmaster Tools still has the edge: its AI Performance report shows which queries led to each citation.

In October 2026, AI Performance gained a beta tab, Topics Portfolio. It groups the queries where your website is cited by topic and estimates how large each topic is. It also suggests queries where only other websites are cited.

As a planning tool for a Swedish-language website, the tab is not good enough yet. In our test on seosdesign.se, fewer than one per cent of the suggested queries were in Swedish, and you cannot choose a language or market. At the top of the list were misspellings of "google search console". The topics are assigned by AI and are sometimes wrong, and the current month is not shown. The figures are also approximate, as Bing itself points out.

To get started, create a Bing Webmaster Tools account, verify your domain and open AI Performance. Start with the Citations & Pages tab, which shows which queries and pages earn citations. Open the Generative AI report in Search Console as well. Then add GA4 referral tracking to measure how the AI traffic converts.

Want help setting up a structured way to measure AI visibility? Get in touch and we will explain how we work.