Why LLM Visibility Isn’t Optional Anymore

Not long ago, marketers focused all their energy on Google search results. Now, large language models (LLMs) like ChatGPT, Gemini, and Claude have changed the game. Over 100 million people are turning to these AI chat platforms every day instead of typing questions into Google. The way brands get discovered, compared, and recommended is shifting fast. If you care about marketing, brand, or growth, keeping tabs on your company’s presence in LLMs isn’t an optional extra anymore.

People trust the answers they get from AI. When someone asks ChatGPT which project management tool to try or how to choose the best B2B SaaS provider, your brand’s presence or absence is a big deal. Unlike with search engines, you can’t just buy your way to the top with ads (yet). If you want real-time insights into how your brand stacks up, you need to monitor your brand’s performance in LLMs, making it measurable and comparable. 

What Brand Visibility in LLMs Really Means

Brand visibility in LLMs is all about understanding when, how and where your brand shows up in AI-generated answers. 

Ask yourself:

  • Are you mentioned when someone asks for “top [your sector] companies”?
  • Do you show up in comparison queries like “Murmur vs. Other Platform”?
  • How does the AI talk about you—are your brand messages actually coming through?

This isn’t about Google rankings. There’s no first page to fight for. LLMs rewrite and remix information on the fly so everything depends on the prompt and the context. Monitoring your brand here means stepping into a new kind of SEO, shaped by generative AI and answer engines.

Why Traditional SEO Tools Can’t Keep Up

Most SEO platforms are built for classic search results. Think blue links, meta descriptions and snippets, but LLMs play by different rules:

  • They generate fresh responses every time, based on context and how questions are asked.
  • There’s no static “ranking” to rely on.
  • They pull insights from a wider pool of evolving sources.

If you want to understand your brand’s visibility in LLMs, you’ll need tools built for answer engines, not search engines. Murmur acts as a visibility platform for LLMs, letting you track brand mentions (branded and unbranded) and see exactly how AI talks about you across different chat platforms. It’s not about chasing a page rank, it’s about showing up in the answers that matter.

How ChatGPT Brand Monitoring Actually Works

Ready to start tracking your brand in LLMs and stay ahead of the curve? Here’s a quick breakdown:

  1. Automate Your Tracking
    Stop copying and pasting into ChatGPT every week. With platforms like Murmur, just add your brand and a few competitors to automatically track how often and in what context you show up across models like ChatGPT, Claude, and Gemini.
  2. Watch Both Branded and Unbranded Queries
    You’ll see your brand in prompts like “Tell me about Murmur,” but also in searches like “What’s the best tool for AI brand monitoring?” or “Alternatives to [a competitor].” Showing up in unbranded results reveals your true brand health.
  3. Get Health Scores and Insights
    Murmur scores your brand’s LLM presence, giving you actionable feedback, competitive insights, and trendlines. Is ChatGPT describing your solution the way you want? Are you missing from key searches? Now you’ll know.
  4. Update Your Messaging in Real Time
    Use those insights to tweak your messaging, refresh your website content, and guide what subject matter experts say about you online. LLMs can update how they talk about you quickly. It’s your chance to shape the narrative.

This is about more than just tech. Measuring and influencing your presence across AI platforms isn’t “just SEO for LLMs” it’s building real digital visibility in the places where future customers are already looking.

What Sets LLM Visibility Apart

So what makes brand visibility in LLMs so different? A few things stand out:

  • The answer engine model: Forget rankings. What matters is how frequently you’re mentioned, in what order, and whether the AI nails your messaging in each answer.
  • Conversational context: LLMs adapt your story based on everything that came before, user intent, previous prompts, and more.
  • Cross-model differences: ChatGPT, Claude, and Gemini might each describe your brand in their own way. Spotting these gaps helps you fix biases and seize missed opportunities.
  • Rapid shifts: As web content and training data evolve, your brand’s place in the answer landscape can shift in days, not months.

Typical SEO tools just aren’t built for this. Murmur was designed from scratch to give you LLM-specific monitoring and real, actionable intelligence.

Turning LLM Brand Insights Into Action

Knowing your brand’s position is just the start. The real value comes from putting those insights to work. 

Here’s how top B2B marketers use LLM visibility data to stand out:

  • Share findings with content teams to close messaging gaps and update key pages
  • Fine-tune your competitive positioning by seeing exactly how you compare in AI-generated answers
  • Pinpoint important “category” prompts and work with experts to sharpen your narrative
  • Spot negative or inaccurate descriptions and fix them before they spread
  • Give leadership early warnings about AI trends, so your team stays ahead of the curve

The best marketers aren’t waiting for LLMs to become as mainstream as Google. They’re already using this data to drive smarter marketing, content, and even PR decisions. 

Start Here: The 5-Minute LLM Visibility Checklist

You don’t need to build complex scrapers or become a prompt engineer. Here’s how to get started fast:

  1. Pick 5 to 10 branded and unbranded prompts your customers actually use
  2. Manually check your brand’s responses in ChatGPT and at least one other LLM to get a baseline
  3. Take note if competitors are listed more often or described more clearly
  4. Sign up for Murmur to start automated tracking across prompts, competitors, and AI models
  5. Review health scores and insights weekly, and share big shifts with your team

That’s all it takes to start measuring your brand’s visibility in the AI era, a step most marketers still haven’t taken. Let the data guide your next steps, and let Murmur handle the heavy lifting.

See Where You Stand in the World of LLMs

The LLM wave has arrived. If you want to stay ahead, start measuring and improving your brand’s visibility in AI answers right now. Track your brand visibility in LLMs with Murmur and see how your brand shows up in the future of search.