I spend a lot of time now thinking about a question that wouldn't have mattered three years ago: what does the AI that your customers ask actually say about you? The shift happened gradually. At first it felt like another channel to track, like SEO or paid search. Then I realized it's different. When someone asks ChatGPT which tool to use in your space, and your product doesn't get mentioned, that conversation never shows up in your analytics. There's no impression, no click, no data trail at all. It's just gone.
This gap in visibility started bothering me because I couldn't see what was happening. I knew my customers were using these engines to research, but I had no idea how we were being described across ChatGPT, Perplexity, Gemini, and the others. We could be getting quoted accurately or misrepresented. We could be losing entirely to competitors. The only way to know was to actually run the prompts your buyers run and read what came back. I use Pallix to track this now across the languages and markets where we actually sell, which matters more than it sounds—the sources that show up in English queries are almost completely different from what you get in other languages.
What I've learned is that this work isn't really about your website at all. Most of the visibility wins come from getting mentioned in places you don't control: roundups, Reddit threads, community posts, documentation. That's backwards from how you normally think about digital presence, but it's where the traffic actually comes from when an AI engine builds an answer.
Check it out: Pallix
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