Most companies have no idea what ChatGPT, Gemini, or Perplexity say about them. Learn how to audit your AI visibility and detect problems before they cost you customers.
There's a brand discovery channel growing faster than any other. It's not TikTok. It's not a new search engine. It's AI assistants — and most companies in Chile have no idea what they say about them.
When a potential customer asks "what are the best logistics companies in Chile?" or "what accounting software do Chilean SMBs use?", increasingly they're asking ChatGPT, Gemini, or Perplexity before searching on Google.
The numbers are striking. According to OpenAI data, ChatGPT exceeds 100 million weekly active users globally. In Latin America, adoption is growing even faster than in mature markets. And it's not just consumers — executives, B2B buyers, and corporate decision-makers consult AI assistants as part of their research process.
And here's the problem: what the AI answers is not the same as what appears on Google.
Traditional SEO optimizes for an algorithm based on links, keywords, and technical signals. Large language models (LLMs) operate with completely different logic. This has given rise to a new discipline: Generative Engine Optimization (GEO) — also known as Answer Engine Optimization (AEO) — which focuses specifically on optimizing brand visibility in generative search engines.
LLMs decide what to recommend based on:
If your brand isn't well represented across these three layers, you simply don't exist for the AI. And that means you don't exist for a growing percentage of your potential customers in Chile and Latin America.
You don't need sophisticated tools for an initial AI visibility diagnosis. Manual auditing is an excellent starting point to understand your current situation. Open ChatGPT, Gemini, and Perplexity in three different tabs, and systematically run these queries:
Discovery queries (Awareness):
Consideration queries:
Verification queries (Fact-checking):
Create a simple table to document the results. For each query and each AI model, note:
This exercise takes approximately one hour, but it will give you a clear picture of your current situation. For a more complete guide on how to improve these results, check our article on how to appear in ChatGPT answers.
After doing this exercise with dozens of Chilean companies across various sectors — from retail to financial services, logistics, and technology — we've identified four patterns that indicate a serious Generative Engine Optimization problem:
The AI responds with a list of companies in your category and you simply don't appear. This is especially serious if your competitors are mentioned — it means you're actively losing consideration.
We frequently see this in companies that have excellent positioning on Google but little presence in specialized media, industry publications, and sources that LLMs consider authoritative.
The AI says your company was founded in 2015 when it was 2010. Or it mischaracterizes your main product. Or attributes offices in cities where you don't operate.
Every incorrect piece of data erodes potential customers' trust. Worse still, incorrect information tends to propagate: if it's in a model's training data, it can influence responses for months or years.
When the AI lists "the 5 best options," you're number 4 or 5 — while your competitor with less market share appears first. Position matters as much in AI responses as in Google results.
You run the specific query about your category and the AI enthusiastically recommends your competitor, mentioning you as a secondary alternative or ignoring you completely.
If you detected any of these signals, you're not alone. It's more common than it seems — and it has a solution.
This is where many marketing directors get confused. "But we're first on Google," they say. "We invest heavily in SEO."
The problem is that LLMs aren't Google. They have their own rules. For a deeper explanation, we recommend our article GEO vs SEO: What's the Difference?.
1. They don't crawl links the same way
Google measures authority by backlinks. LLMs weigh contextual mentions, textual citations, and consistent repetition of information across diverse sources more heavily.
2. They prioritize content they can cite
LLMs look for clear, verifiable claims they can incorporate into their responses. SEO-optimized content that repeats keywords without substance doesn't serve them.
3. They understand brands as entities, not keywords
Language models build an internal representation of your brand as a brand entity with associated attributes. This "entity strength" determines how well they know you.
4. They have selective memory
What was written about your brand years ago can still influence current responses. A 2018 reputation crisis you've already overcome on Google might still appear in ChatGPT.
5. Local context matters differently
LLMs often have less data about Latin American companies than their US or European equivalents.
6. Bing indexing matters for ChatGPT
A critical point: ChatGPT Search uses Bing's index for its real-time searches. Verify your presence in Bing Webmaster Tools.
7. Conversational search changes queries
Users don't type "best CRM Chile" in ChatGPT — they write "I'm looking for a CRM for my SMB in Chile, what do you recommend?"
The first step is to stop ignoring the problem. The manual audit gives you a valuable initial diagnosis, but has limitations.
For a serious strategy, you need:
Additionally, there are immediate technical actions:
This is exactly what we do at Lumos. We automate the audit process at scale.
To better understand the fundamentals, we recommend reading our complete guide to Generative Engine Optimization.
GEO is the practice of optimizing your brand, content, and digital presence to appear favorably in responses from generative search engines like ChatGPT, Gemini, and Perplexity.
AEO is a term used interchangeably with GEO. Both refer to optimization for AI-powered answer engines.
Run the same audit queries for your category and systematically observe who appears first, how frequently, and with what level of detail.
Depends on the model. Models with real-time search can reflect changes in weeks. Models based on training data take months.
No. GEO complements SEO — it doesn't replace it.
At minimum: ChatGPT, Gemini, and Perplexity. Claude is gaining enterprise adoption.
Yes, you can start with basic improvements, but systematic monitoring at scale requires specialized tools.
If you're ready to see what AI assistants really say about your company — and do something about it — request a Lumos demo.
AI visibility isn't the future of digital marketing. It's the present.
Lumos tracks what ChatGPT, Gemini, and Perplexity say about your brand so you can take control.
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