{"id":3800,"date":"2026-11-06T15:34:33","date_gmt":"2026-11-06T15:34:33","guid":{"rendered":"https:\/\/sabrinaortmann.de\/?p=3800"},"modified":"2026-11-06T16:48:21","modified_gmt":"2026-11-06T16:48:21","slug":"ai-visibility-aktiv-gestalten","status":"publish","type":"post","link":"https:\/\/sabrinaortmann.de\/en\/ai-visibility-aktiv-gestalten","title":{"rendered":"Taking Control of Your AI Visibility: Four Steps to Greater Visibility in the Right Context"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With the right corporate content and strategic media relations, you can actively influence how and in what context your company appears in AI-generated search results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>By Sabrina Ortmann and Simon Zaugg<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In future, only companies that find their way into AI-generated answers will remain visible. For B2B companies, this makes strategic media relations with industry publications even more important. When managed professionally, media relations can help companies actively shape both their visibility and the contexts in which AI systems mention them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond the well-established benefits of media relations for reputation, visibility, credibility, trust and transparency, coverage in relevant trade publications can also strengthen a company's presence in AI-powered search systems. This is where Generative Engine Optimisation (GEO) comes into play. AI systems draw on well-researched, publicly accessible articles from industry publications as sources of information and cite them in their answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">AI Systems Favour Industry Publications<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Large Language Models (LLMs) and AI-powered search engines increasingly provide users with direct answers rather than ranked lists of search results. As a result, these systems place particular value on content from editorial sources. Articles and images published by reputable media outlets are subject to journalistic scrutiny, making them trustworthy. They provide expert perspectives on technological developments and are generally well-researched, up to date and relevant to specific target audiences. Industry websites, including the online editions of specialist magazines, are considered particularly credible in this context. This also applies to smaller, highly specialised niche publications. Furthermore, articles published in these outlets are recognised as earned media rather than paid advertising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Journalistic Sources Account for Up to 22 Per Cent<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">Recent data from Germany supports this. For its \"German KI Search Index\", monitoring provider OtterlyAI analysed approximately 3.95 million source citations between 16 August and 28 September 2026. The study examined answers generated by seven AI systems, including ChatGPT, Gemini, Perplexity and Google's AI Overviews, in response to purchase-related questions across 16 industries. Almost 15 per cent of the cited sources came from news and media outlets, with industry associations accounting for a further 9 per cent. In its ongoing analysis, \"What is AI Reading?\", US media intelligence provider Muck Rack found that journalistic sources accounted for approximately 22 per cent of citations in September 2026, while paid content represented just 0.3 per cent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whether AI systems or generative search engines include a particular piece of content in their answers depends largely on its source. Content published on specialist industry websites is more likely to appear in AI-generated summaries, such as Google's AI Overviews, or to be cited directly in search results because it meets the criteria of Answer Engine Optimisation (AEO). These platforms provide AI systems with clearly structured, precisely written content that can easily be summarised and cited. After all, visibility in AI-generated answers is based on authority, structure and semantic clarity. An article that has passed through the editorial quality assurance process of a reputable trade publication typically offers all three.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Actively Shaping the Context in Which AI Presents Your Company<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When an industry magazine mentions a company or its expertise in an online article, the likelihood of that information appearing in AI-generated search results or answers to user queries increases significantly. AI systems also frequently draw on quotations from published articles. At the same time, an in-depth article allows a company to actively influence the context in which AI-generated answers present its business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Conversely, if there is no editorial coverage, AI systems turn to other sources, often the websites of competitors, agencies or comparison platforms. This is why specialist media relations and a company's own corporate content are most effective when combined. Articles in independent publications provide credibility, while the company's own website supplies the detailed information that AI systems can reference and cite. The OtterlyAI analysis also found that more than half of all cited sources (57 per cent) originated from companies themselves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Four Steps to Greater Visibility in AI Search<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A company's visibility in AI-powered search can be measured. A four-step approach, aligned with the company's sales and marketing strategy, has proven effective:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Identify the right questions:<\/strong> The first step is to establish which questions potential customers ask ChatGPT, Gemini, Perplexity and other AI systems at different stages of their purchasing journey.<br><\/li>\n\n\n\n<li><strong>Measure visibility:<\/strong> These questions are then submitted to the most relevant AI systems, with each query repeated several times to account for variations in the answers. This reveals whether and how the company is mentioned, and which competitors appear instead.<br><\/li>\n\n\n\n<li><strong>Analyse the sources:<\/strong> The next step is to examine which sources underpin the AI-generated answers: trade publications, directories, review platforms or competitors' websites. This helps identify where the company is missing and which publications offer the greatest potential to improve its visibility.<br><\/li>\n\n\n\n<li><strong>Develop and implement a plan:<\/strong> These gaps form the basis for a list of relevant topics and target publications, from which a concrete action plan is developed. After a few months, visibility is measured again to assess what has changed.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many companies currently have little idea what ChatGPT says about them when a potential customer searches for a solution. Quite often, the answer is: nothing at all. Instead, AI systems mention competitors that are present in the right sources.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These findings provide a basis for strategically aligning content across a company's own channels, such as blogs and social media, as well as its media relations activities. The objective is Answer Engine Optimisation (AEO): ensuring that a company becomes visible in the desired context, precisely where potential customers are asking their questions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Your Team for Strategically Managing Your Company's AI Visibility<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sabrina Ortmann and Simon Zaugg offer this approach as a joint service. They analyse your company's visibility in AI-powered search, work with you to develop an appropriate content and media relations strategy, and can also support you in implementing the recommended measures. The time commitment is manageable. Once the initial assessment and implementation plan are complete, an investment of just two to three working days per month can be sufficient to establish a sustainable, ongoing presence in relevant media and actively manage your company's visibility in AI-generated search results. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Arrange a free, no-obligation introductory consultation with us. Simply email us at ki@sabrinaortmann.de. <a href=\"mailto:ki@sabrinaortmann.de\">ki@sabrinaortmann.de<\/a> .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Your Expert in Strategic B2B Media Relations and Content Creation: Sabrina Ortmann<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sabrina Ortmann has 25 years of experience in public relations, gained in senior in-house positions and as an independent consultant. For more than a decade, she has specialised in developing, establishing and implementing strategic media relations programmes for B2B companies and technology-driven start-ups (<a href=\"https:\/\/sabrinaortmann.de\/en\/\">sabrinaortmann.de<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A former journalist, she advises clients on identifying and selecting relevant topics, develops journalistic-quality customer success stories in collaboration with clients and their business partners, and helps produce in-depth expert articles for publication in industry media. She identifies the most appropriate publications, builds relationships with editorial teams and coordinates the entire publication process. Her preferred approach is to take responsibility for the complete media relations programme, from initial planning and strategy development through to operational implementation. Sabrina Ortmann also creates content for her clients' blogs and other corporate communication channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Your Expert in Strategic AI Visibility: Simon Zaugg<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through his consultancy Content Engineer (<a href=\"https:\/\/www.content-engineer.ch\/\" target=\"_blank\" rel=\"noreferrer noopener\">content-engineer.ch<\/a>) Simon Zaugg helps B2B and technology companies in German-speaking markets become visible in the answers provided by ChatGPT, Gemini, Perplexity and other AI systems. He brings around 15 years of experience in B2B marketing within the Swiss IT industry. His previous positions include Head of Communications and Marketing at the industry association swissICT, Content Marketing Manager at construction software provider smino, and editor at one of Switzerland's leading IT business magazines. He therefore understands both sides of the relationship: the editorial perspective and that of companies seeking media coverage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His particular focus is on context: where and how a company is mentioned beyond its own website, including in trade publications, directories and digital platforms. For companies that have yet to establish a widely recognised brand, this is one of the most effective ways to strengthen their visibility. Through his own regular measurement studies, he investigates which companies and sources AI systems mention in their answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Quelle Beitragsbild: Simon Zaugg\/KI-generiert mit Google Flow<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Only companies that find their way into AI-generated answers will remain visible in the future. This makes strategic media relations with industry publications even more important for B2B companies. When managed professionally, media relations can help companies actively shape both their visibility and the contexts in which AI systems mention them. A company\u2019s visibility in AI-powered search can be measured. <\/p>","protected":false},"author":2,"featured_media":3801,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3800","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI Visibility aktiv gestalten: In vier Schritten zu mehr und der richtigen Sichtbarkeit - Sabrina Ortmann Kommunikation. Technologie-PR aus Berlin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sabrinaortmann.de\/en\/ai-visibility-aktiv-gestalten\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Visibility aktiv gestalten: In vier Schritten zu mehr und der richtigen Sichtbarkeit - Sabrina Ortmann Kommunikation. Technologie-PR aus Berlin\" \/>\n<meta property=\"og:description\" content=\"Sichtbar bleiben zuk\u00fcnftig nur die Unternehmen, die einen Weg in die Antworten der KI-Systeme finden. F\u00fcr B2B-Unternehmen wird damit die strategische Fachpressearbeit noch wichtiger. Denn setzen sie diese professionell um, k\u00f6nnen sie damit die Sichtbarkeit und die Kontexte, in dem KI-Systeme das Unternehmen nennen, aktiv gestalten. 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