ChatGPT
ChatGPT is an AI chatbot from the US company OpenAI, based on a large language model. You ask a question in ordinary language and get a written-out answer instead of a list of links. Since 2022, ChatGPT has been the best-known AI assistant and it strongly shapes how people search for information today and which brands get mentioned along the way.
Why ChatGPT matters for your visibility
Millions of people ask ChatGPT instead of Google when they are looking for a recommendation: "Which CRM is right for small teams?" or "Where should I go on holiday in Tyrol?" ChatGPT answers with a handful of specific names – and anyone who does not appear in it does not exist for that user. Unlike with a search engine, there is no second page where you can still be found. The answer is the stage, and there is little room on it. That is why it becomes crucial for companies whether and how they show up in ChatGPT answers. This is exactly where Generative Engine Optimization comes in: the deliberate work of being mentioned in AI answers visibly, correctly and positively.
How ChatGPT arrives at answers
ChatGPT was trained on huge amounts of text from the internet and learned statistical patterns about language and knowledge from it. It does not "know" things like a database; instead it predicts the most likely next word each time. Newer versions can additionally search the web live and then include current sources with links. For you, that means: two factors decide whether you are mentioned. First, how often and how clearly your brand appears in the training material and in trustworthy sources. Second, whether your website is easy to find, well structured and citable when it is fetched live. Both can be influenced – through good content, clear facts and a clean technical foundation.
Common mistakes and misconceptions
Many believe ChatGPT always delivers facts. In reality it can invent convincing-sounding but false statements – this is called hallucination. For brands this is risky: ChatGPT might state outdated prices, wrong opening hours or even made-up offers. A second mistake is thinking that classic SEO is enough. A top ranking on Google guarantees no mention in ChatGPT, because other signals count. Third, many ignore that ChatGPT reads in web content via the AI crawler GPTBot. Anyone who accidentally locks it out via robots.txt disappears from the live knowledge. So check regularly what ChatGPT says about you, and correct misinformation at the source, that is, on your own website and in reputable directories.
Relevance to AI recommendations
ChatGPT is long past being a toy: it has become a recommendation channel. When someone asks "Which provider is best for X?", the answer helps decide the purchase. It is therefore worth systematically measuring whether your brand is mentioned for relevant prompts – that is your AI visibility. What matters here is the mention rate (how often you are named) and the tone of the mention. Since ChatGPT is only one of several systems, you should also keep an eye on Claude, Gemini and Perplexity. Whoever understands early how ChatGPT selects and phrases things can prepare their content deliberately so that the AI offers them up as a trustworthy answer.
Example
Imagine a small tax firm. A founder types into ChatGPT: "Recommend me a tax advisor for the self-employed in Cologne." ChatGPT names three firms with a brief rationale. If your firm does not appear, the potential client goes to the competition without you ever hearing from them. If you check such typical questions yourself and make sure your website clearly describes who you advise and what you specialise in, the chance rises that ChatGPT suggests you as a fitting answer – and the same principle holds regardless of industry.
Common questions
Can I influence whether ChatGPT mentions my brand?
You cannot book a mention directly. But you clearly improve your chances by providing clear, fact-rich content on your website, by being present in trustworthy sources and directories, and by not locking out the AI crawler GPTBot.
Are ChatGPT's answers always correct?
No. ChatGPT can deliver wrong or outdated information, including about your company. Such errors are called hallucinations. So check regularly what is being said about you, and maintain correct information at the source.