How can I improve my brand's visibility across AI platforms like ChatGPT and Claude?
A practical plan to improve your brand's visibility across AI platforms like ChatGPT and Claude: measure, fix crawl access, close gaps, earn citations and track results.
Improving a brand's visibility across ChatGPT, Claude and other AI platforms is not one trick. It is a loop: measure where you stand, find out why, fix what is in your control, and measure again. Nobody can guarantee that a model will recommend you, and anyone who claims otherwise is selling something. What you can do is raise your odds in ways that show up in data. This is the loop, step by step, with the tools that fit each step.
First, understand how these platforms pick brands
Models draw on two broad sources. Some knowledge comes from training data, which you cannot change quickly. The rest comes from live retrieval: when a platform searches the web to answer, it picks pages to read and cite. Most practical work targets that second source, because it is the part that responds to what you publish and what others write about you.
That has consequences. A page the platform's crawlers cannot fetch cannot be used. A question your site never answers cannot be cited. And a brand that other sites barely mention has little for a model to quote. The published GEO research is early, so be sceptical of anyone offering a precise formula. The reliable approach is empirical: test against your own prompts and see what moves.
Step 1: measure your baseline
Write 30 to 100 prompts that look like real buyer questions: category, comparison, "best for" and brand prompts, split by country. Run them on a schedule across the platforms you care about, and record whether you are named, in what position, with what sentiment, and which competitors appear instead.
Promptwatch is built for this. Monitors run prompt panels daily per model, country and language and report Visibility Score, Share of Voice, Sentiment and Position in Answer. It monitors the live interfaces of ChatGPT (Search), Google AI Overviews, Google AI Mode, Copilot, Gemini, Perplexity, Amazon Alexa and Meta AI. Claude is tracked through the API, not the consumer interface, as are DeepSeek, Mistral and Grok, which is worth knowing when you read the numbers.
Step 2: check that AI crawlers can reach your site
This is the most overlooked fix. If bots are blocked by robots.txt rules, a CDN setting or errors, nothing else works. Relevant crawlers include GPTBot, OAI-SearchBot and ChatGPT-User for OpenAI, and ClaudeBot, Claude-User and Claude-SearchBot for Anthropic.
Promptwatch's Agent Analytics reads real, IP-verified AI crawler logs, so spoofed user agents are filtered out, and shows which of those bots hit which pages and where they fail, with error explanations and a citation rate per page. Crawler logs start on the Professional plan ($245/mo). Without log data you are guessing, so a log source is worth the effort whichever tool you use.
Step 3: find the content gaps
Look at prompts where competitors are named and you are not. For each, check the query fan-outs, the sub-searches a model runs behind the prompt, and the pages it cites. Promptwatch's content gap analysis scores coverage per topic, query fan-outs show the sub-questions, and Prompt Explorer suggests new prompts from Search Console, People Also Ask or any page. Fill gaps with pages that answer a specific question clearly, in plain language, with real detail.
Step 4: earn presence beyond your own site
Models cite third-party sources heavily: review sites, listicles, forums and video. Citation analytics shows which domains get cited for your prompts, including Reddit, YouTube and LinkedIn reports. Offsite mentions shows where your brand is named without a link. Work on being accurately described in the places that matter: correct directory entries, factual review profiles, and honest participation where you have expertise. Skip fake reviews and coordinated posting.
Step 5: publish and refresh
Content Creation drafts from a brief, Content Refresh suggests diff-style updates to existing pages, and publishing goes to WordPress, Webflow or Framer. On the Business plan the Content Agent can plan and publish on a schedule, with a review inbox. A human should check every page for accuracy and add original detail.
Step 6: measure what matters
Mentions are a leading indicator. Citation rate per page, AI-referred visits and conversions are closer to outcomes. Visitor analytics counts AI-referred traffic, including from ChatGPT, Perplexity, Gemini, Claude and Copilot, via a lightweight script, a GTM template or the WordPress plugin. One published case: Crisp reported AI-referred traffic converting at twice the rate of traditional channels. That is Crisp's result and not a general expectation.
How other tools fit
AthenaHQ covers measurement with an Action Center and content agent: Starter is $295/mo with credit-based billing. Scrunch AI Core is $250/mo and focuses on monitoring and crawler-side optimization. Ahrefs Brand Radar includes Custom Prompts with paid Ahrefs plans and an index from $199/mo, and covers Claude for Custom Prompts only. Semrush AI Toolkit adds an AI column to a Semrush plan, and the catalog notes Claude coverage gaps. They help with measurement. The crawler logs, citation depth and conversion tracking are where Promptwatch goes further.
What to expect
Progress is gradual, and some answers will stay stubborn. Expect to find access problems quickly, content gaps over weeks, and third-party presence over months. Keep the prompt set stable so changes mean something, and judge trends, not single answers.