ChatGPT Tracking: What Visibility Means for Marketers

Five years ago, SEO was all about optimizing for Google. Now, with tools like ChatGPT, Claude, and Gemini, there’s a brand-new frontier. You need to know how your company shows up in answers from Large Language Models, what’s currently called LLM visibility. If you’re in marketing, growth or on a brand team, you’ve probably noticed that organic search isn’t the only game in town anymore.

Here’s a quick breakdown:

  • LLM visibility means understanding and working to improve how your brand appears in answers from AI chatbots and Large Language Models.
  • It’s like SEO, but made for answer engines instead of search engines. Some are calling it AEO.
  • As more people turn to AI chat instead of searching Google, LLM visibility is shaping the future of your brand’s reach and reputation.

Why jump in now? Because as language models answer questions with what they “know,” they create new risks and new opportunities for your brand story. Get ahead of it, and you get a say in what customers, prospects and industry insiders learn about you.

Why Traditional SEO Tools Don’t Cover LLM Visibility

SEO tools have delivered insights for years, but they’re built for websites and search rankings, not for conversational AI. When you ask ChatGPT, “What’s the best B2B SaaS tool for project management?” you don’t see a list of blue links. You get a synthesized answer and most SEO platforms have no way to track or shape that result.

Here’s what they leave out:

  • No reporting on brand mentions or messaging accuracy inside chatbots
  • No way to track unbranded topics where you want visibility
  • Zero health scoring or competitive benchmarking for AI-generated answers
  • Insights stop at Google (and sometimes Bing)

You’re going to need a new toolkit. That’s where Murmur comes in.

Murmur: Helping Brands Track ChatGPT and other AI Answer Engines

Meet Murmur, a visibility platform made for this new challenge. Unlike legacy SEO products, Murmur tracks how your brand appears in LLMs like ChatGPT or Gemini, across both branded and generic queries. It then delivers insights you can use to adjust your content strategy.

Think of it as your window into the black box of AI. You enter your brand and queries once and Murmur does the heavy lifting. There’s no need for interns or technical setups. If you want clarity, here’s what Murmur shows you:

  • Which branded queries your company wins and where your messaging hits or misses
  • Your standing against competitors in key product or problem areas
  • How consistent, accurate and visible your brand looks inside AI chats
  • Opportunities to optimize prompts so your brand appears more reliably as answer engines evolve

If you care about how people find and judge your brand, tracking ChatGPT and LLM visibility isn’t something to put off. 

The Strategic Advantage of LLM Visibility

LLM visibility isn’t just a trend, it’s a real business edge. When you’re tracking how your brand shows up in platforms like ChatGPT, you can catch misinformation before it spreads, make sure your latest messages land the way you intended and show up in front of people who weren’t even searching for you by name. 

Tracking ChatGPT and other LLMs also gives you a way to stack yourself up against competitors and adjust when you’re falling behind. All of this adds up to more control over how and when new audiences discover you. That means stronger marketing ROI, better brand trust and more fuel for top-of-funnel growth.

How to Get Started Tracking ChatGPT and other LLMs

Ready to take your first steps? Here’s how you can get moving.

  1. List your core branded and unbranded queries. Review your existing SEO data for ideas.
  2. Sign up for Murmur and get your brand set up (it only takes a few clicks).
  3. Check your initial report for accuracy gaps, missing mentions, or off-brand messaging.
  4. Prioritize what to fix. Assess and update your content or focus on big visibility wins first.
  5. Share what you learn with your team and use those insights to drive smarter strategy.

If you want to lead the AI chat era, don’t wait. Early action means faster learning and more control over your brand story.

LLM Visibility and Murmur: Frequently Asked Questions

  • How is LLM visibility different from SEO?
    SEO optimizes for web rankings, but LLM visibility is about showing up in AI-generated answers where results aren’t just links and context shifts constantly.
  • Can Murmur influence LLM results?
    Murmur gives you the data to influence outcomes, but LLMs are closed systems. You’ll optimize content in the training pools so the model “learns” from better input and context over time.
  • Who should pay attention to this?
    Brand, marketing and growth teams. If people could find you through AI chat, it’s time to get in front of it.
  • Is this only for big brands?
    Not at all. Early and midsize B2B companies often stand to gain the most. With less competition and more room to fine-tune messaging, you can break out in new categories.

Looking Ahead: Tracking ChatGPT and Your Marketing Toolbox

The move from search to chat is happening now, not sometime in the future. As AI answer engines close the gap between questions and buying decisions, brands that get LLM visibility right will earn more attention, trust and market share. Murmur helps you transition smoothly and gives you visibility as things evolve.

Curious how your brand looks in AI chat? Start tracking AI responses with Murmur.