A contribution by Sophie Hundertmark.
Sophie Hundertmark is an expert in the practical use of artificial intelligence with a focus on chatbots, AI strategies and responsible technology integration. She is a researcher and lecturer at the Lucerne University of Applied Sciences and Arts and is currently writing her dissertation in the field of Conversational AI at the University of Fribourg. As a consultant, she supports companies, administrations and educational institutions in the introduction of effective AI solutions. Find out more about Sophie Hundertmark on Linkedin.
More and more people are no longer asking their questions to Google, but directly to ChatGPT, Perplexity or Claude. For companies, this means that anyone who does not appear in AI-based chat systems simply does not exist for many potential customers.
But how do you ensure that your own brand appears visible, correct and trustworthy in such chats?
Three terms play a central role here:
- LLMO – Large Language Model Optimization
- GAIO – Generative AI Optimization
- AI chat management – the holistic strategy
What is behind the terms?
| Term | Meaning | Focus | Goal |
|---|---|---|---|
| LLMO | Technical optimization for language models | Structure, readability | Prepare content so that LLMs grasp it correctly |
| GAIO | Extension of classic SEO to generative AI systems | Content, formulations | Formulate & place content in an AI-compatible way |
| AI Chat Management | Strategic control of presence in AI chat systems | Strategy, tools, governance | Ensure sustainable relevance and visibility |
How do the concepts interact?
You can think of it as a system with three levels:
- LLMO is a technical sub-area of GAIO that takes care of structural and data-driven optimization: e.g. structured content, entities, vectorization, RAG integration.
- GAIO includes LLMO, but goes beyond it – e.g. prompt-optimized content, speaking websites or AI-compatible FAQs.
- AI Chat Management ist das übergeordnete Framework, das GAIO + LLMO + strategische und organisatorische Aspekte bündelt:
- Optimize visibility
- Making company data accessible
- Empowering teams to use AI properly
- Establish monitoring and feedback
- Incorporating governance, data protection and ethics
LLMO + GAIO = Visibility
LLMO + GAIO + AI Chat Management = sustainable management & competitive strength
Practical example: Making a sustainable bank visible in ChatGPTPractical example: How your brand appears in ChatGPT – or not
User question in ChatGPT:
“Which sustainable bank in Switzerland offers good pension solutions?”
A potential customer no longer asks this question on Google, but directly in an AI-supported chat. The expectation: a concrete, comprehensible and trustworthy answer.
This is what it looks like without preparation:
ChatGPT responds with:
- general information on sustainable investment,
- well-known banks that are frequently mentioned (e.g. Migros Bank, PostFinance, Raiffeisen),
- possibly foreign examples or outdated information.
Your company? Doesn’t happen at all – even though you have the perfect offer.
What does it take for you to be named anyway?
1 LLMO: Ensure technical legibility
- Your website uses structured data (Schema.org, JSON-LD).
- Terms such as “sustainable pension provision”, “bank account with impact” and “green investment advice” are neatly integrated.
- FAQ sections are semantically correctly labeled – e.g. with
<strong>or<h3>for important questions. - All content is crawlable (no content only in PDF or hidden in JavaScript).
Without this basis, the language model will not even recognize your content as relevant – no matter how well formulated it is.
2. GAIO: Writing content for generative AI
- You have specific pages or articles with descriptive titles such as:
- “Our 5 tips for sustainable pension provision in Switzerland”
- “How [bank name] supports you with your green investment”
- Contents explicitly answer typical questions such as:
- “What sustainable pension options are there?”
- “How can I support the climate and society with my account?”
- Language is capable of dialog: comprehensible, natural, prompt and friendly.
GAIO ensures that the content in AI chats not only appears, but also sounds meaningful.
3 AI chat management: strategy, control & monitoring
- You know the most frequently asked questions of your target group and have them tested regularly (e.g. with an AI Visibility Assessment).
- You may run your own custom GPT that correctly maps your products and answers.
- You have established processes to regularly update content and identify incorrect ChatGPT responses.
- You manage the collaboration between marketing, IT and product teams to anchor AI visibility as a strategic goal.
AI Chat Management ensures that you are not randomly represented in AI chats, but rather in a targeted and permanent manner.
Result: You are recommended – and convince
If you cover all three levels, the ChatGPT response will be soon:
“[Bank name] is a Swiss bank that offers sustainable pension solutions. It combines ecological investments with individual advice and has received several awards for its impact approach. Find out more here: www.bankname.ch/nachhaltig-vorsorgen”
This is digital visibility in the age of AI.
LLMO → technical structuring of the website with clear terms and metadata
GAIO → Speaking texts, relevant FAQs, good prompt examples on the web
AI chat management → overarching strategy, internal expertise, own GPT instance, performance measurement
When should you act?
- Would you like to know if and how you appear in ChatGPT & Co.
- Do you want to prepare your content for AI?
- Do you want to be visible, relevant and controllable in AI systems in the long term?
Then now is the right time to get started with AI Chat Management.
Possible next step: AI Visibility Assessment
I’ll analyze for you:
- How well your brand is represented in ChatGPT & Co. today
- What questions your target group asks
- Which optimizations are necessary – technical, content-related, strategic
I am always happy to receive your messages, preferably by WhatsApp message or e-mail.
