Generative AI: Are you being erased from responses without knowing it?

Tracking your positions on Google is no longer the only metric to watch. Today, brands want to know what ChatGPT says about them. And this is not mere curiosity: it’s a new dimension of search that is redefining the rules of the game.

Generative AI: the new playground for brands

Until recently, monitoring your ranking in Google results was enough for most brands. We tracked positions, the number of well-ranked keywords, clicks, backlinks... in short, everything that allowed you to shine on Google's first page.

But now: a growing share of searches is happening directly in conversational interfaces. ChatGPT, Gemini, Perplexity… These assistants generate synthetic answers instead of lists of links. Sometimes with no citation at all. Sometimes suggesting a competitor in your place.

So the question arises: are you visible in these new answer engines?

Welcome to the era of GEO (Generative Engine Optimization)

SEO as we know it is not disappearing, but it is slowly shifting toward a new logic. That of GEO, or optimization for generative engines.

We no longer only seek to be first on Google. We want:

• that the AI mentions our brand spontaneously,
• that the URL of our site appears as a credible source,
• that the generated answers are coherent, factual… even flattering,
• and that, in AI rankings or comparisons, we are not absent.

An SEO consultant managing a visibility plan today can no longer rely on the old tools. They must know what the AI answers when a user asks “What is the best invoicing software in 2025?” or “Which agency should I choose for an e-commerce redesign?”.

Qwairy, a step ahead in the Francophone market

Among the new entrants in this space, Qwairy deserves a closer look. Developed in France by Luca Fancello (known for the podcast SEO Position 0 and author of a training on programmatic SEO at FormaSEO), Nicolas Ihle and Aimé Dushimire, the platform tackles a well-defined problem: giving brands a real view of their visibility in AI-generated responses.

The tool is aimed at anyone who wants to go beyond simple "Are we there?", and understand how, why, and in what context how their brand is mentioned by AI.

Here’s what Qwairy lets you track:

• the queries asked to AIs about your company,
• the real-time answers given by LLMs like ChatGPT, SearchGPT, Gemini, Perplexity or Claude,
• the sources actually cited (or not),
• your share of visibility compared to your competitors.

But Qwairy doesn't stop there. Each week, the platform offers you an action plan based on data from AI, identifies strategic queries, and helps you measure visits coming from intelligent assistants.

It's concrete. And above all, it's local: the solution was designed for the European market, taking into account its linguistic and regulatory particularities.

Other players are emerging and positioning themselves (often English-speaking)

If Qwairy embodies a well-thought-out local response for the European market, it is not alone on this new terrain. The tracking of brand visibility in LLMs (such as ChatGPT, Claude, or Perplexity) becomes a global challenge, and several solutions, mainly English-speaking, are positioning themselves.

However, in this still-young ecosystem, there are many tools, but their approaches differ widely. Some focus on citation analysis, others on brand rankings, or on detecting missed opportunitiesThey do not all share the same level of maturity or the same goals.

To help you navigate, we have listed the most visible or promising tools in this field:

Although these tools are promising, many remain US/UK-focused or in an exploratory phase.

How to choose your GEO tool?

With the rise of visibility-tracking tools in AI responses, The choice can quickly become complexThe market is young, solutions are numerous, and their approaches vary widely. Some focus on citation analysis, others on rankings, and others on generating recommendations or competitive intelligence.

So, to avoid getting lost in demos and marketing promises, here are a few good questions to ask before committing.

• Does the tool query the AIs continuously, or is it just occasional?
  A good GEO tool should be able to launch hundreds, even thousands of promptsat regular intervals. Otherwise, you end up with a partial, biased… or simply unreliable view.
• Which models are covered?
  ChatGPT, Gemini, Claude, Perplexity… They don't all give the same answers, and Each LLM has its own characteristicsit's better to use a tool that covers multiple engines to get a realistic overall view.
• Can I track my competitors?
  It's good to know what the AI says about you. But it's even better to know what it says about others. Some tools include a comparative view that lets you spot missed opportunities or brands that are outranking you in the responses.
• Does the tool work well in French (or in my language)?
  Many platforms are still very focused on US English. For a French or European brand, this is a real issue. Check that multilingual prompts are supported and that the tool can analyze responses in your language with the right nuances.
• Is the data usable?
  A good tool isn't just lines on a dashboard. It's a tool that explain the context, segments results by sentiment, theme, source, and guides you suggests action steps. In short, that helps you decide, not just observe.
• And the support, the roadmap?
  Finally, ask yourself a very simple question: Is this product evolving? Is there a real team behind it, regular updates, and customer support? Because a good GEO tool is not just a tool. It’s a partner for navigating terrain that changes very quickly.

SEO agencies are also developing their own in-house tools

Faced with this shift, some agencies didn't wait for the market to mature. They launched their own internal solutions for their clients.

At iProspect, the solution LLMInsights allows you to visualize a brand's position in AI-generated responses, with a detailed view of the generation process.

On the side of Peak Ace, VoicIA offers share-of-voice tracking, sentiment analysis associated with brands, and a dynamic reporting system.

These tools have a dual function: to provide concrete data to clients, but also showcase the agency's capacity for innovation on a topic that is still poorly structured.

And now?

Companies must begin to integrate generative AI into their thinking about visibility.

Today, an increasing share of searches goes through tools like ChatGPT or Perplexity. These are new touchpoints between users and brands. And in many cases, they are even the first.

An SEO audit in 2025 can no longer be limited to Google's traditional results. It must also assess what AIs say, don't say, or say incorrectly about your company.

Is your brand mentioned? Are your contents being reused? Is the information conveyed reliable and favorable? If these questions are not yet part of your analyses, it's time to include them.

And that's probably only the beginning: we will see many other specialized tools emerge to analyze brands' positions in AI responses in the months and years ahead.

The article "Generative AI: Are you being erased from responses without knowing it?" was published on the site Abondance.