Why brands need to act now – my analysis with reference to persoenlich.com
My article on personal shows: Brands need to act now to stay visible in AI responses and ensure digital relevance.
A signal from the communications industry
The fact that my article “Why brands need to act now” on persoenlich.com is a clear signal: AI visibility is no longer a niche topic, but is being discussed in the mainstream of the communications and marketing industry. persoenlich is one of the best-known Swiss media for marketing, advertising and communications. When this medium reports on AI visibility, it shows how urgent the topic has become for brands and companies.
From SEO to AI visibility: the playing field has changed
For many years, Google was the central platform for visibility. But the rules of the game have changed:
- ChatGPT, Perplexity or Gemini provide direct answers instead of lists of links.
- Users expect concrete help – not a collection of links.
- The “first click” no longer takes place on a website, but in an AI dialog.
The article on persoenlich.com states:
“More and more people are no longer asking Google, but ChatGPT, Perplexity or Gemini directly. They don’t expect lists of links there, but concrete answers.”
The consequence: Those who are missing in these answers lose visibility.
Why brands need to act now
The urgency arises from three developments that I have described in the article:
- Change in user behavior
Customers enter their questions directly into an AI system – whether it’s a product search, travel planning or an insurance question. Anyone who does not appear here as an answer does not exist for this target group. - New gatekeepers
In the past, the Google algorithm decided, today language models decide which sources are included in their answers. Brands can no longer trust that a good SEO ranking is enough. - Acceleration through competition
Companies that invest in AI visibility at an early stage secure a head start that is difficult to catch up on later.
Or as I put it in the article on persoenlich.com:
“Brands that don’t act now run the risk of becoming completely invisible.”
What AI visibility means in concrete terms
AI visibility comprises two dimensions:
- Technical readability (LLMO)
Content must be structured in such a way that AI systems can process it at all. This includes Schema.org markup, clean HTML structures, avoidance of content silos such as PDFs and the provision of open data. - Relevance of content (GAIO)
Content must be formulated in such a way that it can be quoted in responses. This means: clear problem solutions, FAQ structures, thematic depth and consistent terminology.
The article states:
“It’s not just about being found, it’s about being part of the answer.”
This is the crucial difference to SEO: AI visibility means being present in the dialog.
How brands should proceed: The 4-step plan
I propose a strategic framework for action in the article:
- Analysis / Audit
Companies should regularly test how their brand is represented in ChatGPT, Gemini or Perplexity. Which answers appear, which are missing? - Optimize content
- FAQ blocks in chat style
- Service videos with transcripts
- Glossaries for technical terms
- Case studies and practical use cases
- Securing the technical basis
- Incorporate structured data
- Breaking down barriers for AI crawlers
- Standardized data maintenance on website & platforms
- Monitoring & new KPIs
Traditional SEO metrics are no longer enough. New indicators are:- Share of LLM: How often is the brand mentioned in AI responses?
- Zero-click visibility: Is the brand mentioned without the need for a click?
- AI Citation Quality: How high is the quality of the citations?
Typical mistakes that brands should avoid
In the article, I also show why many companies still remain invisible today:
- Content is published exclusively as PDFs.
- Websites are full of marketing jargon, but without a clear solution to the problem.
- Technical structures (e.g. JSON-LD, Schema.org) are completely missing.
- There is no responsibility for AI visibility in the company.
“Many brands are still treating AI visibility like a side issue. But this reluctance will cost them dearly.”
My conclusion: now is the time to act
The publication on persoenlich.com shows: The topic of AI visibility has reached the heart of the industry. Companies that want to secure their brand presence need to take action now – both technically and in terms of content.
Those who act today have the chance to emerge as leaders in the responses of AI systems tomorrow. If you wait, you run the risk of becoming completely invisible.
Click here for the full article on persoenlich.com:
Why brands need to act now
Need advice?
Do you have further questions or are you looking for personal advice? Then please get in touch with me.
