Visibility in AI language models

Isabelle Hofmann

08.05.2025 | 16:16

38 min reading time

Content

01.

Introduction

02.

The New Search Landscape: From Google to AI Language Models

03.

How AI models “think”: Evaluation factors for digital brand presence

04.

Make Your Brand AI-Ready: Strategies for a Strong LLMO Position

05.

Checklist: Optimizing Visibility in AI Language Models

06.

Conclusion

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Introduction

The way people search for information is undergoing a fundamental transformation. Traditional search engines are losing relevance, while AI-powered language models like ChatGPT or Google Gemini are increasingly being used. Instead of browsing through a list of links, users now receive direct answers to their questions—precise, contextual, and without detours.

For companies and brands, this shift means that traditional SEO strategies are no longer sufficient. A strong ranking in conventional search engines does not automatically translate into visibility within the content generated by large language models.

This gives rise to a new strategic focus: LLMO (Large Language Model Optimization)—the optimization of content for generative AI systems. In practice, this topic also appears under the following terms:

Generative Engine Optimization (GEO)
Answer Engine Optimization (AEO)
Generative Artificial Intelligence Optimization (GAIO)
Artificial Intelligence Optimization (AIO)

In this e-book, you will learn which factors influence your visibility in AI-driven search processes—and which measures you can take to strategically position your brand.

The New Search Landscape: From Google to AI Language Models

How AI is fundamentally changing search behavior

More and more people today no longer expect a list of links when making a search query, but rather direct, immediately usable answers – and they are increasingly receiving them from generative AI systems such as ChatGPT, Gemini, or Perplexity.

The trend toward zero-click search has long become reality. More and more queries are answered directly within the AI overlay – without users clicking on a search result. In the case of Google AI Overviews, for instance, websites in certain subject areas are losing up to 64% of their organic traffic.[1] Voice assistants like Google Assistant or Alexa are also increasingly delivering directly generated answers.

And it’s not just isolated cases: according to Gartner, by 2028, half of today’s search traffic will be replaced by AI. At the same time, the market for Large Language Models (LLMs) is growing by around 36% per year – a clear signal that companies need to act now to ensure their digital visibility remains future-proof.[2]

Anyone who wants to