You can measure this yourself, this afternoon, without a tool or a budget. Most brands never do — which is why most brands don't know they are invisible.
Almost everyone runs the same first experiment: they open ChatGPT and type their own company name. The model produces a paragraph, the paragraph is broadly accurate, and they conclude things are fine.
That test measures nothing. You have asked a question only your brand can answer. Your buyers do not do this. They ask which agency, which hospital, which supplier — and your name is what they are trying to discover, not what they type.
The useful test is the uncomfortable one: ask the question a buyer would ask, and see whether you are in the answer at all.
Write twelve prompts in your buyer's language. Not keywords — sentences, the way someone types into a chat window when they are trying to solve a problem rather than search a database.
Cover four kinds:
Category discovery. “Which companies do X in Y city?” “Who are the best providers of X in India?”
Comparison. “X vs Y — which is better for a mid-sized business?”
Qualification. “What should I look for when choosing an X?” “What does X typically cost?”
Problem-first. “My site gets traffic but no enquiries — what's wrong?” The buyer who asks this doesn't yet know they need your category.
Twelve is enough to be meaningful and few enough that you will actually re-run them next month. That second property matters more than the first.
Four surfaces, minimum: ChatGPT, Perplexity, Gemini and Google's AI Overviews. They pull from different indexes and weigh sources differently, and it is entirely normal to be cited confidently by one and absent from another.
Two practical cautions. Run them logged out or in a fresh session — personalisation and memory will quietly show you a friendlier world than your buyers see. And set location deliberately if geography matters to your business; an answer for “in Gurgaon” differs from an answer served to someone actually in Gurgaon.
A simple sheet, one row per prompt per engine, four columns:
Mentioned? Yes or no. Blunt and binary.
Position. First name in the answer, somewhere in the middle, or a footnote. Being the third of eleven is not the same as being named first.
Cited sources. Which URLs the engine actually linked. This is the most valuable column and almost nobody fills it in.
Accuracy. If you were described, was the description right? Models confidently repeat outdated positioning, old service lists and defunct locations.
The citation column is the scoreboard because it tells you what the model trusts. If the same four directories appear across every answer in your category, you now know exactly where the next quarter of effort goes.
First, don't panic and don't start writing forty blog posts. Read the citation column.
If directories and listicles dominate — which in most Indian service categories they do — the fastest route into the answer is onto those lists. Getting listed is a different, cheaper job than outranking them.
If competitors' own pages are being cited, look at what those pages do that yours doesn't. Usually the answer is dull and structural: a direct, self-contained answer near the top, clean headings, a real FAQ, current specifics rather than vague evergreen copy.
If nothing in your category is cited well, that is an opening. Publish the resource that deserves to be the citation — original data, real numbers, an honest framework — and you can occupy a space nobody is defending.
Monthly, same twelve prompts, same four engines, same sheet. Identical inputs are the whole point — change the prompts and you have destroyed your own baseline.
One month's reading tells you almost nothing; models vary run to run. Six months of the same twelve prompts tells you whether you are becoming more citable or less, which is the only question worth asking.
How do I check if my brand appears in ChatGPT?
Don't ask ChatGPT about your brand by name — that guarantees a mention and measures nothing. Instead write twelve prompts in your buyer's language (category discovery, comparison, qualification and problem-first questions), run them logged out across ChatGPT, Perplexity, Gemini and Google AI Overviews, and record whether you appear, where, and which sources got cited.
Why does my brand appear in one AI engine but not another?
Each engine draws on a different index and weighs sources differently. Being cited confidently by Perplexity and absent from ChatGPT is common and does not indicate an error. It usually means the sources each engine trusts in your category differ — which is why recording the cited URLs matters more than recording the mention.
What should I do if my brand isn't mentioned in AI answers?
Look at which sources are being cited instead. If directories and listicles dominate, getting listed on them is faster and cheaper than trying to outrank them. If competitor pages are cited, compare structure — direct answers near the top, clean headings, real FAQs and current specifics. If nothing in the category is cited well, publish the resource that deserves to be.
Want this run properly, at scale? Our AI Search / AEO practice tracks share-of-answer across engines monthly and ties it to enquiry volume.
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