{"id":42722,"date":"2026-08-17T07:21:08","date_gmt":"2026-08-17T07:21:08","guid":{"rendered":"https:\/\/www.open-up.ch\/chatgpt-knows-your-company-do-you-like-what-it-has-to-say\/"},"modified":"2026-08-18T06:35:38","modified_gmt":"2026-08-18T06:35:38","slug":"chatgpt-knows-your-company-do-you-like-what-it-has-to-say","status":"publish","type":"post","link":"https:\/\/www.open-up.ch\/en\/chatgpt-knows-your-company-do-you-like-what-it-has-to-say\/","title":{"rendered":"ChatGPT knows your company. Do you like what it has to say?"},"content":{"rendered":"\t\t
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17.08.2026 |<\/p>

ChatGPT <\/span><\/span><\/span><\/span><\/span><\/span><\/strong>knows your company. Do you like what it has to say?
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Rather than securing that top ranking on Google, the focus for businesses today is about the answers people get from AI assistants. The good news is that companies can influence what ChatGPT and other tools say about them. <\/strong><\/p>

The rules of the web are undergoing a fundamental shift for businesses everywhere. For years, Google was our gateway to websites. Now, though, we\u2019re using it less and less when seeking out recommendations. Instead, we ask an AI assistant such as ChatGPT, Claude or Perplexity.<\/p>

And instead of getting back a list of hundreds of links, we receive an answer \u2013 often with a clear recommendation. AI assistants don\u2019t simply summarise information. Based on so-called large language models (LLMs), they build narratives about companies. They assess and weigh information and determine which brands appear in their answers at all<\/p>

The result: if your company is absent from those answers, it is effectively invisible to many users. This is also changing the way companies communicate. The most important question is no longer: \u201cHow do I get as many people as possible to visit my website?\u201d It is: \u201cHow do I become part of the answer?\u201d<\/p>

Reputation beats reach<\/strong><\/p>

Marketing departments continue to invest significantly in advertising and search engine optimisation. Both remain important, but it is no longer enough on their own.<\/p>

A company can use its website to claim that it is a market leader. A campaign can repeat that message a thousand times. But to an AI tool, it remains just that: a claim made by the company. Trust only develops when independent sources are able to support that claim.<\/p>

This is why AI systems compare information from different sources. They assess whether trade publications, industry platforms, studies, experts and customer reviews paint a similar picture. Credibility grows where such sources align. If a company\u2019s own voice is the only one speaking, the claim has no support.<\/p>

This is why reputation is becoming more important relative to reach alone. Or, put simply: Attention can be bought. Trust cannot.<\/p>

SEO remains important, but its role is changing<\/strong><\/p>

A company\u2019s website still serves as its digital home, listing its products, services, areas of expertise and positioning. Structured data, a clear information architecture, fast loading times and well-structured content help search engines and language models alike to interpret information correctly.<\/p>

Even so, this is no longer enough today. ChatGPT doesn\u2019t just consider what a company says on its own website. It also asks: \u201cAre other trustworthy sources saying the same thing?\u201d Only when a consistent picture emerges across multiple sources does a company become more likely to appear in AI-generated answers.<\/p>

Communication and marketing are converging<\/strong><\/p>

For communications teams, this presents a major opportunity. While marketing has traditionally focused primarily on visibility and communications on building reputation, these two worlds are increasingly converging.<\/p>

Companies that regularly feature in trade media and are recognised as experts not only improve their reputation, but also increase their visibility in AI searches. Traditional media relations therefore serve two purposes today: They persuade people and shape what AI systems know about a company. This turns reputation into a real competitive advantage.<\/p>

AI optimisation doesn\u2019t have to be complicated<\/strong><\/p>

To make your company visible in an AI search, you don\u2019t need to understand the technology behind ChatGPT. What matters is understanding how the leading LLMs currently perceive and present your brand.<\/p>

Many companies assume they need to begin by overhauling their entire website. In most cases, however, this is the wrong starting point. The first step is much simpler. Here\u2019s what you need to know:<\/p>