How to Get Your Brand Mentioned by AI Tools

In a world where digital trends are constantly shifting, AI-powered tools like ChatGPT, Perplexity, and Gemini are reshaping how information is sourced and shared. Brands are keen to appear in the answers generated by these large language models (LLMs), but doing so requires an entirely new playbook. Unlike traditional SEO, where backlinks and keyword optimization are ruled, AI relies on mentions and training data. 

So, how can brands make sure they’re part of this new AI ecosystem?

AI’s Changing Game: From Links to Mentions

Back in the day, getting your brand to rank on search engines like Google was all about links and keywords. SEO experts built strategies around link building, smart keyword placement, and content that matched search engine algorithms. But AI models don’t play by the same rules.

These models use “training data” — vast collections of web content — to decide which words come after others when formulating answers. 

When a user asks an LLM a question, the model predicts the most likely word sequences based on how often they’ve appeared together in its training data. 

Unlike Google, which crawls the web for links, AI’s new “currency” is mentions — particularly, words that tend to show up together.

Getting Your Brand into AI Answers: Where to Start

To get your brand mentioned in LLM results, you have to include your name in the training data. But unlike a straightforward SEO campaign, influencing AI requires you to be strategic about the kinds of mentions your brand receives across the web. 

Here are a few steps to boost your chances:

1. Identify the Right Conversations 

Start by researching the online conversations that matter to your brand. If you’re a skincare company, for example, look for websites, beauty blogs, and forums that frequently discuss topics like skincare routines or natural beauty products.

The more your brand is mentioned in the same context as “best natural skincare products,” the better your chances of being featured in AI-generated responses when users ask about recommendations for natural skincare solutions.

1. Leverage High-Value Platforms 

Some websites are more likely than others to be included in AI training data. 

For example, reputable media outlets like Conde Nast Traveler, Eater, and Reddit are often used in LLM training. If you can get your brand mentioned on these platforms, there’s a good chance those mentions will influence how LLMs like ChatGPT respond to relevant queries.

Wondering which platforms matter most? You can even ask ChatGPT itself! Use the AI to estimate how likely it is that a certain website will be included in the model’s training data. The results might not be perfect, but they’ll give you a strong starting point.

• Be Persistent with PR and Outreach

It’s not easy to get your brand mentioned in major publications, but it’s crucial if you want AI to take notice. 

Pitch your business to journalists, bloggers, and influencers in your industry. Offer value, whether it’s through interviews, guest posts, or unique insights, and always aim to get your name into authoritative online discussions.

1. Use Tools to Monitor Your Mentions 

Tools like BuzzSumo and SparkToro can help you track where your brand is being mentioned online. These platforms also show you what websites are likely to resonate with your target audience. 

By exporting the domains of these websites, you can double-check their relevance by running them through AI like ChatGPT, seeing if they’re likely sources for training data.

1. Create Content That Resonates 

While PR and outreach are key, don’t forget about content marketing. Writing authoritative blog posts, guides, and industry insights not only increases your visibility but also helps ensure your brand is associated with the right keywords and topics. 

AI tools favor brands that are synonymous with the subjects they discuss — the more credible, high-quality content you produce, the better.

Why This Matters: The Impact of AI-Driven Answers

Appearing in AI-generated answers can significantly impact your brand’s visibility. When people turn to ChatGPT or similar models, they’re looking for quick, reliable recommendations. Being mentioned in those answers can establish trust and authority with potential customers.

But there’s a challenge: AI-generated answers are not consistent. Because LLMs predict the next word based on probabilities, your brand might appear in an answer once and not the next time. It’s frustrating, but that’s just the nature of the beast. 

So, your goal should be to increase the odds of being mentioned repeatedly by ensuring your brand appears frequently in authoritative sources.

What Lies Ahead: The Future of Brand Mentions in AI

As AI continues to evolve, the ways in which brands can influence LLMs are likely to become more refined. We can expect AI developers to improve the consistency of the models’ answers and potentially make it easier for businesses to optimize their presence in AI results. However, one thing is clear: AI’s reliance on training data won’t change anytime soon.

This means your brand’s digital footprint is more important than ever. The more relevant mentions you can earn in trusted sources, the more likely AI will recognize your brand as authoritative on a given topic. 

The future may hold new tools and techniques to better influence AI results, but for now, the key is simple: be everywhere your customers are looking.

Practical Steps to Take

Here are some actionable steps to start getting your brand into AI results:

• Research where your target audience spends time online and what platforms are frequently used in AI training data.
• Develop a PR and content marketing strategy that focuses on getting your brand mentioned in high-authority publications.
• Monitor your online mentions using tools like BuzzSumo to ensure your brand is part of the right conversations.
• Leverage AI insights by asking ChatGPT or other models how likely certain websites are to contribute to training data.
• Stay consistent with your efforts. AI answers might not mention your brand every time, but with enough mentions, your chances will increase.

Key Takeaways

• AI tools like ChatGPT use “mentions” rather than backlinks to generate answers.
• Your brand’s presence in authoritative sources increases your chances of appearing in AI results.
• Websites frequently used in AI training data include major outlets like Reddit, Conde Nast Traveler, and Eater.
• Consistency is key — the more your brand is mentioned in relevant contexts, the more often it will appear in AI-generated answers.
• Tools like BuzzSumo and SparkToro can help you track where your brand is being mentioned and identify new opportunities for PR and content marketing.