What is AI visibility?
AI visibility describes whether and how often a brand or website appears in answers from AI assistants and AI search systems, either named in the text or linked as a source. It is not a single number but a set of measures that vary by question, system and point in time.
Two forms of visibility should be kept apart. A brand can be named in the answer text without its website appearing as a source. Conversely, a website can serve as a source without the brand being mentioned. Mixing both into one number loses exactly the information that shows what is missing.
AI answers are also not deterministic. The same question returns different answers and different named vendors across repeated runs. A visibility figure without the number of runs, the exact question and a date is hard to verify.
Many tools condense AI visibility into a score. Such scores are not comparable between vendors, because each uses different questions, systems and weightings.
What it means for your website
AI visibility becomes verifiable when every statement comes with its evidence: the question asked, the system, the answer word for word and the date. A single query proves that a brand can be named. It does not prove that the brand is absent; that needs repeated runs. It also helps to report mentions and sources separately per system, because ChatGPT, Perplexity and Gemini read different sources.
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Sources
This entry contains no figures and relies on generally documented terms.
Terms help you understand. Whether AI crawlers can reach your site is something you measure.
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