A contribution from 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. More about Sophie Hundertmark on LinkedIn.
A CustomGPT was used for linguistic and stylistic creation – as well as for translation. This is based on the GPT-5 language model from OpenAI and was developed by Sophie Hundertmark herself.
The search is changing radically
Most of us have already experienced it ourselves: we no longer just enter our questions into Google, but directly into ChatGPT or similar systems. Instead of a list of links, we get a ready-made answer. Practical – but a huge challenge for companies.
Because: If your company is not mentioned in these answers, it simply no longer exists for many potential customers. Visibility today no longer means “being on page 1 of Google”, but “being part of the answer”.
Why trust is crucial
Trust has always been the basis of every relationship – whether between people or between customers and brands. It is created from two building blocks:
- Likeability – does the brand seem approachable, understandable, human?
- Competence – can it clearly demonstrate its expertise and quality?
The new thing in the age of AI: brands not only have to convince people, but also machines. This is because AI systems decide what content appears in the answers. They assess whether a source is credible, consistent and relevant. Only those who are classified as trustworthy have a chance of being part of this new search world.
An example: If a customer asks ChatGPT, “Which bank in Switzerland offers sustainable pensions?”, the AI decides which banks to name based on sources and reputation. Anyone who is not easy to find and trustworthy will not appear at all – even if the offer is actually a perfect fit.
From keywords to context: a paradigm shift
In the past, companies worked hard to place the right keywords: “Best vacuum cleaner”, “Zurich insurance” or “Hotel Ticino”. Those who mastered the game ended up at the top of the Google list.
Today, that is no longer enough. AI understands connections. She recognizes what people actually mean when they ask a question. Instead of keywords, it searches for context, intention and problem solving.
Customers don’t ask for a “drill”, they want a “hole in the wall to hang a picture”. AI understands exactly that – and shows the solution, not just the product.
AI chat management: the new answer to visibility
This is where AI Chat Management comes in. It is the overarching strategy that helps companies to be visible, credible and consistently represented in AI responses.
It connects three levels:
- LLMO (Large Language Model Optimization): Preparing content in such a way that language models can capture it technically correctly. This includes clear structures, Schema.org, clean data and crawl-friendliness.
- GAIO (Generative AI Optimization): Formulating content in such a way that it is AI-compatible – capable of dialog, “speaking” and tailored to users’ questions.
- AI Chat Management: The strategic framework that brings together technology, content, reputation and governance.
The three pillars of success
Three key factors are needed for companies to build trust in AI responses:
- Relevance – content must solve real problems and be formulated in the language of the customer. FAQs, how-tos and service videos are particularly valuable.
- Resonance – content has an impact when others pick up on it, quote it and recommend it to others. These can be specialist articles, social media posts or recommendations. Resonance shows: This brand carries weight.
- Trust – content must be consistent, transparent and verifiable. This includes clear authorship, up-to-date data and sources that are verifiable.
In short: Only those who are relevant, resonant and trustworthy are preferred by AI in responses.
The Playbook: Get started in 90 days
Many companies ask: “Where should we start?”. The good news is that the path to AI visibility does not have to be a major project. With a clear playbook, companies can get started in 90 days.
0-30 days: Analysis & focus
- Check where the company already appears in AI responses today
- Identify which products and target groups are particularly important
- Compile existing content, FAQs and sources
30-60 days: Improve content
- Revise service FAQs and How-Tos
- Formulate texts more strongly in customer language
- Publish first service videos with transcripts
60-90 days: Strengthen technology & reputation
- Integrate structured data (Schema.org, JSON-LD)
- Maintain profiles, names and details consistently
- Place specialist articles or interviews in relevant media
- Regularly measure key figures such as visibility or citation quality
This produces the first visible results, quick learning experiences and a solid basis that can be expanded step by step.
Practical example: The sustainable bank
A bank with sustainable pension products was practically invisible in AI responses.
After targeted optimization – structured FAQs, technical readability, articles in specialist media – the picture changed. Suddenly, the bank was regularly mentioned in responses when it came to sustainable pension provision.
This shows: If you start today, you can build trust and become visible in a short space of time.
Specific tips for getting started
- Start with a product or service that is already in frequent demand.
- Conduct a content audit: Which FAQs, videos or articles already exist – and are they AI-compatible?
- Start with small pilot projects instead of converting the entire website straight away.
- Regularly check whether your brand appears in AI responses – and learn from the results.
Conclusion: The future writes answers
The search world is changing. Customers no longer want links, they want answers.
SEO alone is no longer enough. Companies today need to invest in AI chat management – in relevance, resonance and trust.
Those who act now will become visible.
If you wait, you risk invisibility.
Or in one sentence:
The future no longer writes links – it writes answers.
If you have any questions or would like to discuss the topic in more detail, please get in touch with me directly – I look forward to hearing from you.
preferably by WhatsApp message or e-mail.
Further information:
SEO 2025: How to become visible in AI searches with ChatGPT, Perplexity & Co. A contribution incl. Video interview with Prof. Dr. Nils Hafner.
Revolutionize your business visibility with AI Chat Management. Various offers to get you started.
Frequently asked questions
- What is AI chat management?
AI chat management is the strategy of how companies prepare their content so that it appears visible and trustworthy in AI responses (e.g. ChatGPT, Perplexity, Gemini). - Why is traditional SEO no longer enough?
Because AI no longer searches for keywords, but for context and intention. If you only optimize keywords, you will remain invisible in responses. - How does AI chat management differ from SEO?
SEO optimized for Google link lists. AI Chat Management optimized for direct responses in AI systems – with a focus on relevance, resonance and trust. - What are the three pillars of AI Chat Management?
Relevance (solving customers’ problems), resonance (being quoted and shared by others) and trust (consistent, credible content). - How do you build trust in AI answers?
Through clear sources, up-to-date data, structured content and a consistent brand identity across all channels. - What role do structured data (Schema.org, JSON-LD) play?
They help AI systems to clearly recognize content, assign it correctly and classify it as trustworthy. - How can companies get started with AI chat management?
With a playbook: Analyze (0-30 days), Improve Content (30-60 days), Strengthen Technology and Reputation (60-90 days). - What new key figures are there for AI chat management?
Examples are: Share of LLM (share in AI responses), zero-click visibility, AI citation quality and consistency of statements. - Who is AI Chat Management relevant for?
For every company that wants to be visible online – regardless of whether it is a group or an SME. Customers are increasingly searching via AI systems. - What are the long-term benefits of AI chat management?
More visibility in AI responses, greater credibility, stronger customer loyalty and a future-proof marketing strategy.
