Why Brand Discoverability in AI Matters Now

Not long ago, your biggest worry was ranking on Google. Today, people are asking ChatGPT for product recommendations, business advice and even which tools to trust. 

While search engines aren’t going anywhere as of 2025, we’re living in a world where chatbots like ChatGPT, Claude and Gemini quickly deliver answers and those answers shape what people remember.

That means your brand’s visibility in these chat-based platforms is as important, and becoming more important, than your traditional web SEO presence. If you’re ignoring AI-driven answer engines, you risk vanishing from new customer journeys just as they’re taking shape.

What Influences Brand Discoverability in ChatGPT?

Brands show up in an AI chat when the chatbot’s language model connects the right queries to your name, expertise or products. 

Unlike classic SEO, you can’t just optimize a web page and call it a day. Here’s what actually gets picked up:

  • Reputation and mentions across the web. Think videos, posts, reviews and news
  • Structured data that helps language models learn facts about your brand
  • Unique, high-quality thought leadership that bots can reference for recommendations
  • Clear, consistent messaging in your digital presence so brand identity is recognizable

But tracking these signals and understanding how AI perceives your brand? That’s where most teams struggle.

Murmur: The Platform for AI Brand Visibility

Murmur helps brands see and shape how they appear in Large Language Models (LLMs) like ChatGPT. Think of it as the visibility dashboard for AI-powered search so you don’t have to guess whether your brand is getting picked up or drowned out.

  • Tracks both branded and unbranded queries to spot when you’re named directly or recommended without naming
  • Compares your visibility to competitors for real benchmarking
  • Works with multiple models like ChatGPT, Claude, and Gemini
  • No heavy setup—just enter your brand, and Murmur does the rest
  • Delivers actionable insights and health scores so you can improve your presence, not just watch it happen

Strategies to Boost Brand Discoverability in ChatGPT and Chatbots

Ready to guide AI engines toward your brand? 

Here are practical steps your team can start on today:

1. Build Authoritative, Shareable Content

Much like traditional search, AI models pick up on content that’s trusted and referenced by others. 

  • Publish original research or thought leadership on industry blogs and news sites
  • Share actionable advice and how-to guides. You want your videos and posts to get cited in broader content
  • Promote your expertise on community forums, social media and podcasts 

Insight: With AI in a position to easily provide the basic information, having a unique perspective in voice will become more important than ever.

2. Strengthen Structured Data and Brand Consistency

Language models love structured, factual information. Make it easy for LLMs to know who you are.

  • Keep your brand’s “About” page updated with key facts and differentiators
  • Add schema markup to your website wherever possible
  • Maintain accurate directories and business profiles with the same messaging

3. Monitor AI Mentions and Messaging

You need to know how you’re being spoken about by people and by AI.

  • Ask ChatGPT direct questions about your brand and your competitors
  • Track branded and unbranded queries with platforms like Murmur
  • Note which products, value props, or stories show up in responses

Use this data to gap-fill content or change positioning if you aren’t getting the answers you want.

4. Optimize for Unbranded Queries and Product Categories

Many buyers ask for “the best project management software” rather than a company name. Make sure chatbots connect those category searches to you.

  • Create content that positions your brand within key product or industry categories
  • Mention and clarify relevant use cases for your solutions
  • Collaborate with customers or influencers who can create third-party content about you

Again, much like traditional search optimization you want to provide your message on as many credible platforms as possible.

5. Encourage and Amplify Third-Party Validation

Chatbots reference reviews, news articles, partnerships and user testimonials. Don’t fly solo.

  • Reach out for press coverage or thought-leadership opportunities
  • Ask happy users for detailed, authentic reviews on trusted platforms
  • Partner with other brands or leaders to create credibility signals

Turns out that press releases might be useful after all. Mix traditional media with user generated content to cover your brand story from all angles.

Getting Started: A Simple Checklist for ChatGPT Brand Discovery

Here’s a quick-start guide to get your brand on track for AI chat discoverability:

  • Ask about your brand in ChatGPT and see what answers you get (do the same for your category terms as well)
  • List out your key value props and make sure that they’re clearly explained on your website and socials
  • Update business profiles and add structured data across your main pages
  • Sign up to track your visibility automatically with tools like Murmur

Looking Forward: Own Your Brand’s Future in Answer Engines

Early movers are already gaining ground. As language models continue to shape how people search and discover, being proactive now will give you an edge as marketing continues to become more fractured.

You don’t need to become an AI expert, but you do need to know how your brand shows up and make improvements backed by data. Try tracking your brand in ChatGPT with Murmur. We’re here to help you keep up and stay ahead, no jargon or extra work required.