From Google AI mode to ChatGPT to Grok: How your startup can be found in the AI era

Search engines with long search results pages (SERPs) were the gateway to the internet for decades. But users are increasingly turning to AI models that provide direct answers instead of links. According to Capgemini, 58 percent of consumers were already using Gen-AI tools for product or service recommendations in 2024 – an increase of 25 percent over the previous year. ChatGPT has made search instantaneous, and with AI Mode, Google is finally setting the tone: the future prioritizes answers in natural language instead of links.

For startups, this means that classic SEO tactics such as keywords and backlinks are becoming less relevant. What is crucial is a clear digital identity that AI recognizes as a trustworthy source. Those who appear in response to search queries such as “innovative climate tech start-ups in Europe with a focus on automotive” gain attention – and the chance for conversion. This presents a new opportunity, especially for specialized companies or those with a clear USP.

How AI “thinks” – and why that matters

To remain visible in this new reality, brands need to understand how AI models construct knowledge. Large language models (LLMs) such as ChatGPT or Gemini — the basis for Google’s AI Mode — do not “think” in keywords, but in semantic spaces. They break down queries into many sub-questions (query fanout) and synthesize answers from two levels:

• Training Data: Static sources such as Wikipedia or Reddit, which can be influenced in the long term.
• Web-Grounded Data: Current content from websites, forums, reviews, or social media that can be created at short notice.

The key insight: AI systems view the brand as a whole.

An outdated Wikipedia entry, negative reviews on Trustpilot, or missing sources can influence perception more strongly than perfect on-page SEO. Visibility is created in the digital ecosystem — not just on your own website.

From SEO to AI Visibility: The Next Step in Evolution

Anyone who looks into AI visibility quickly realizes that it’s not about new tools, but rather a new perspective on brand and relevance.

• From keywords to prompts: The questions that users ask AI models are crucial.
• From traffic to trust: Relevance is demonstrated by mentions, not clicks.
• From onsite to offsite: Visibility is created through websites, reviews, PR, social media, and community.
• From ranking to recommendation: Brands must communicate in such a way that AIs select them as credible sources.

Brand authority replaces domain authority. Digital trust signals such as consistency, quotability, transparency, and positive feedback become currency.

How start-ups are specifically strengthening their AI visibility

The good news: Start-ups with clear unique selling points (USPs) have greater opportunities than ever before. While big brands are present for generic queries, specialized providers score points for targeted, problem-oriented questions.

Positioning beats size. Those who precisely occupy their niche and build trust through credible sources will quickly and effectively be brought to the surface by AIs as the “best answer” during the customer journey.
Concrete steps for start-ups:

1. Understanding prompts: Analyze the questions your target group asks, e.g., using tools such as AnswerThePublic, Google Search Console (filtered by long queries), or Grok. Goal: Position yourself as the answer provider in relevant contexts.

2. Measuring visibility and sentiment: Use tools such as Peec AI, SEMrush, Ahrefs, or Brandwatch to measure your AI share of voice—the presence and perception of your brand in AI responses. Regularly test queries on ChatGPT or Perplexity.

3. Maintain sources (Offpage): AI prefers platforms such as Wikipedia, Reddit, or specialist media. Keep Wikipedia entries up to date, engage authentically in forums, and promote positive reviews on Trustpilot or Google Reviews.

4. Designing content to be AI-friendly: Creates fact-based, structured content
(e.g., FAQs, guides) with clear outlines and schema markup. LLMs prioritize content that is easy to paraphrase. Uses server-side rendering, as many bots do not process JavaScript.

Trust remains the key

And one aspect remains as important as ever: trust. What used to apply to SEO is even more crucial in the world of AI recommendations (LLM Recommendations). Language models place a high value on credible, external sources – press reports, specialist articles, customer reviews, and case studies are the new SEO gold.

For young companies, this means starting PR work early, securing independent voices, and documenting real use cases. Clear, journalistic content with added value—not interchangeable AI texts—is essential.

Case Study: Successfully improve your AI share of voice

The example of Popl shows how effective this approach can be. Founded in 2020, the start-up offers digital business cards, lead capture, and contact enrichment. When Popl realized that 73 percent of B2B buyers already use AI tools to research suppliers, the team noticed that their own company was barely visible in these search queries.

The content strategy was fundamentally rethought: all pages were made clearer, more structured, and AI-friendly so that they could be better recognized and understood by language models. The team consistently analyzed relevant prompts and optimized them specifically for brand mentions and brand positioning.

The result: Visibility increased by 189 percent, brand mentions in AI responses by 130 percent, and direct quotes by 1,080 percent. Monthly leads from AI searches alone grew by 38 percent. The company is now the market leader in its market segment.

The Popl case shows how targeted optimization for language models can significantly increase not only visibility but also the quality and volume of leads—both directly from AI responses and after AI research, with noticeably higher conversion rates across other channels.

Conclusion: Positioning, not size, is what matters

AI visibility is not a vision of the future, but reality. For start-ups, it is an opportunity to become visible at the forefront of the new search logic. Those who invest in structured data, a clear digital identity, and high-quality content will appear in the responses of ChatGPT, AI Mode, and others—and thus reach investors, partners, and customers. Positioning, not size, is what matters.

A guest contribution by Sebastian Wicke, managing director of the creative and media agency Solokarpfen. The team combines brand understanding, technical expertise, and journalistic DNA to position start-ups and scale-ups for the future in the age of AI.
Contact: sebastian.wicke@solokarpfen.de