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Understand how often your brand appears in AI-generated answers.

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What is Visibility?

Visibility measures the percentage of tracked AI responses in which a brand is mentioned. It helps you understand how consistently an AI model includes your brand when answering the questions you monitor. A Visibility score of 40%, for example, means that the brand appeared in 40% of the analyzed AI responses within the selected filters and time period.
Visibility

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How Visibility is calculated

Visibility is calculated using the following formula: Visibility = (Responses mentioning the brand ÷ All analyzed responses × 100

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Example

Palagus analyzes 100 AI responses for your tracked prompts:
  • Your brand appears in 35 responses.
  • Your brand does not appear in 65 responses.
Your Visibility is therefore: 35 ÷ 100 × 100 = 35% Each response counts only once. If your brand is mentioned several times in the same response, the response still counts as one response containing your brand.

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What Visibility tells you

Visibility answers a simple question:
How often does your brand appear when AI platforms answer the prompts we track?
You can use Visibility to:
  • Measure your overall presence in AI-generated answers
  • Compare your brand with competitors
  • Identify personas for which your brand is frequently or rarely mentioned
  • Discover topics where your brand has limited visibility
  • Compare performance across AI models
  • Monitor changes over time
Visibility measures whether a brand appears. It does not measure how prominently or positively the brand is presented. To understand the complete picture, combine Visibility with metrics such as Average Position, Share of Voice, and Sentiment.

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Understanding your Visibility score

There is no universal “good” Visibility score. The result depends on:
  • The prompts you track
  • The personas behind those prompts
  • The topics covered
  • The AI models included
  • The competitors in your market
  • The selected time period
A Visibility score becomes more meaningful when you compare it with:
  • Your previous performance
  • Your competitors
  • Different personas
  • Different topics
  • Different AI models
For example, a Visibility score of 20% may appear low on its own. However, it could represent strong performance if your closest competitor reaches only 12% for the same prompts.

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Visibility by persona

Each prompt in Palagus belongs to a persona. This allows you to examine whether your brand is visible to different audiences and decision-makers. For example:
  • Managing directors: 48% Visibility
  • Marketing managers: 36% Visibility
  • Technical decision-makers: 17% Visibility
This comparison indicates that the brand appears more frequently for business-oriented questions than for technical questions. You can use this information to identify audiences for which your brand positioning or content may need improvement.
A difference between personas does not automatically mean that one persona performs poorly. Review the underlying prompts and AI responses to understand what causes the difference.

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Visibility by topic

Prompts can be connected to multiple topics in Palagus. Filtering by topic helps you understand where your brand is already established and where it is less frequently mentioned. For example:
  • Brand monitoring: 55%
  • Competitor analysis: 42%
  • Content optimization: 21%
A lower score for a topic can indicate an opportunity to investigate:
  • Whether your brand is relevant to the tracked questions
  • Which competitors appear instead
  • Which sources influence the answers
  • Whether your website covers the topic clearly
  • Whether the prompt set accurately represents customer demand

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Visibility by AI model

Different AI models may generate different answers for the same prompt. Palagus allows you to compare Visibility across the supported AI models and understand where your brand is most frequently mentioned. For example:
  • Model A: 44%
  • Model B: 31%
  • Model C: 19%
These differences can result from the information available to each model, the sources it retrieves, and the way it interprets a prompt. When reviewing model-level Visibility, avoid evaluating a model from a single response. Use a consistent set of prompts and review performance over time.

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Comparing your brand with competitors

Visibility can be calculated for your own brand and for tracked competitors. Comparing brands helps you place your score into market context. For example: Your brand 32% Competitor A 47% Competitor B 28% Competitor C 15% In this example, your brand appears more frequently than Competitors B and C but is mentioned less often than Competitor A. Open the underlying prompts and responses to identify:
  • The questions where Competitor A appears and your brand does not
  • The personas for which the difference is greatest
  • The topics driving the visibility gap
  • The sources associated with the competitor
  • The language AI models use when recommending the competitor

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Why Visibility can change

Visibility may change even when you have not modified your prompts. AI-generated responses can vary because models and their underlying information sources can change over time. Your score can also change when you:
  • Add or remove prompts
  • Change persona assignments
  • Add or remove topics
  • Select a different AI model
  • Change the date range
  • Change the monitored location
  • Update the tracked names or aliases of a brand
For meaningful comparisons, use a consistent prompt set and review the filters applied to each result.

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How to investigate low Visibility

Low Visibility is a signal to investigate, not a final diagnosis.

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1. Review your prompts

Check whether the prompts represent questions for which your brand should realistically appear. A low score may be expected if the questions are only loosely related to your products, services, or market.

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2. Compare personas

Identify whether low Visibility affects all personas or only specific audiences. This can reveal whether your brand is recognized by one type of decision-maker but not another.

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3. Compare topics

Look for topics where your competitors appear more frequently. These areas may indicate content, positioning, or authority gaps.

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4. Review the AI responses

Open the underlying responses and examine:
  • Which brands are mentioned
  • How the recommendations are structured
  • Which requirements influence the answer
  • Whether your brand is considered relevant
  • Which sources support the response

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5. Analyze the sources

Identify the websites and pages used by AI models when answering the relevant prompts. This can help you discover potential opportunities involving:
  • Your own website content
  • Industry publications
  • Comparison pages
  • Partner websites
  • Directories
  • Community platforms

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6. Monitor changes over time

After making improvements, continue tracking the same relevant prompts. Visibility should be evaluated as a trend rather than from a single response or isolated day.

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Frequently asked questions

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Is a higher Visibility score always better?

A higher score means that your brand appears in more of the analyzed AI responses. However, you should also consider where the brand appears, how it is described, whether it is recommended, and which competitors appear alongside it.

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Can two brands have a Visibility score above 50%?

Yes. Multiple brands can appear within the same AI response. Visibility is calculated independently for each brand and does not need to add up to 100%.

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Does mentioning a brand multiple times increase Visibility?

No. Visibility measures whether the brand appears in a response. Multiple mentions within the same response do not increase the Visibility score for that response.

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Why is my competitor’s Visibility higher?

The competitor may appear in more responses because AI models associate it more strongly with the monitored topics or customer requirements. Review the affected prompts, personas, topics, and sources to identify the reason.

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Why does Visibility differ between personas?

Different personas ask questions with different goals, requirements, and language. AI models may therefore recommend different brands for each persona.

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Does Visibility measure website citations?

No. Brand Visibility and source visibility are separate concepts. Your brand can be mentioned without your website being cited. Your website can also be used as a source without the brand being prominently mentioned.