Your Buyers Are Already Asking AI About You - Do They Get Answers?

Your buyers have changed how they research solutions.

They're not starting with Google. They're asking ChatGPT, Claude, and Perplexity for recommendations. And unlike traditional search engines that rank links, these AI systems summarise what they understand about your company and recommend brands they can actually interpret.

At Fraymwerk, we see this pattern across B2B and B2G: Commercial teams invest heavily in SEO, paid media, and content marketing - but remain invisible to the AI systems their buyers are now using to shortlist vendors.

The problem isn't your product. It's that AI can't find or describe what you do.

If AI cannot discover your story, it cannot share it.

Why B2B Companies Are Missing from AI Search

Most B2B companies are invisible to AI by design.

Years of "thought leadership" content focused on vision over clarity. Product pages written for internal stakeholders, not buyers. Technical language that confuses both people and models.

AI systems need structured, factual, and verifiable information. They need to understand what you do, who you serve, and why it matters - in clear, unambiguous terms.

Here's what we see most often:

Too little owned content that explains what you actually do. Plenty of blog posts about industry trends. Almost nothing that says: "We help X type of company solve Y problem through Z approach."

Technical language that creates confusion. If your positioning requires a glossary, AI will struggle to categorise you correctly.

Limited third-party validation. AI systems weight credibility. If trusted sources don't mention you, you don't exist.

Inconsistent messaging across channels. Different positioning on your website, LinkedIn, and in press releases means AI cannot build a coherent picture of your expertise.

The playing field has been reset. It's no longer about who ranks highest. It's about whose answer is clearest.

How to Make Your Commercial Story Visible to AI

You don't need a massive budget. You need intentional clarity.

Think of it as teaching AI to describe your company exactly as you would in a first meeting with a qualified prospect.

1. Make Your Website AI-Readable

Treat your website as training data. Every page should help AI describe you accurately.

Home page: What does your company do? Who do you serve? What problem do you solve? Answer all three in the first two paragraphs.

Product or service pages: Focus on outcomes, not features. Use verbs that describe impact: improve, reduce, accelerate, eliminate.

About page: Share your mission and audience clearly. This strengthens AI's association between your brand and your category.

Pricing page: Transparency matters. If you hide pricing behind forms, AI cannot answer the question "What does Company X cost?" - and your competitor who publishes pricing will.

Comparison pages: Write factual, structured comparisons that differentiate your approach. AI uses these to position you against alternatives.

Put yourself in the shoes of a buyer using AI to research your industry. Each page should answer a question an AI might receive: "What does Company X do?" "Who is Company X for?" "How is Company X different from Company Y?"

2. Publish Credible, Structured Content

AI systems prioritise trustworthy information. You build credibility by publishing original data and clear frameworks.

Share findings from your work with clients. A "State of [Your Industry]" post or benchmark report carries weight - even if the data set is small.

Organise content clearly with sections like methodology, key insights, and implications. Structure helps AI extract and cite your content accurately.

Repurpose insights on LinkedIn and industry publications. Momentum builds visibility.

When you publish factual, well-organised content, AI doesn't just recognise your brand. It learns from you.

3. Focus Your Discovery Channels

Better to dominate one or two channels than scatter effort everywhere.

LinkedIn: Highest reach and credibility for B2B commercial leaders. Consistent presence here feeds AI systems directly.

YouTube: Visual content and explainers get indexed and surfaced in AI responses.

Industry publications and podcasts: Third-party mentions create the validation AI systems use to assess credibility.

One consistent, well-maintained channel beats five inactive ones.

What Good AI Visibility Looks Like

Some smaller B2B companies are already outperforming larger competitors in AI search results.

They share three characteristics: They clearly communicate what they do. They maintain transparent pricing and positioning. And they publish original insights that establish expertise.

When your online presence is consistent and discoverable, AI systems cite you more often - even over bigger names with weaker clarity.

From Insight to Action

AI is already shaping how your buyers discover and evaluate solutions. If you're not showing up, you're losing visibility before the conversation even starts.

Start here:

Ask ChatGPT, Claude, or Perplexity: "What companies help [your ICP] with [your problem space]?" See if you appear. Note how you're described - or if you're missing entirely.

Then audit your website against the three questions every page should answer: What do you do? Who do you serve? What problem do you solve?

Fraymwerk helps B2B and B2G companies build commercial clarity - from positioning and messaging to demand generation and pipeline architecture. If your buyers can't find you, nothing else matters.

Ready for an honest conversation about your commercial visibility?