Insights · AI Visibility
Observations from early B2B scans: where brands are invisible without knowing it
Every Infera scan tells its own story — but some patterns repeat across industries. Four observations from the early B2B scans, anonymised.
1. Strategic topics belong to the competition
The most common result: topics regarded internally as core competence are held by competitors in AI answers. In one early B2B scan, several of seven strategic topic clusters were connected more strongly with competitors than with the brand itself — even though the company was objectively leading there.
2. The company’s own website gets skipped
AI systems often prefer to cite external sources over the company website. The reason is rarely the quality of the service — it is content that is not citable: no direct answers, no clear statements, a lot of prose.
3. One topic dominates the brand picture
Many brands are visible for exactly one topic — often the one they became known for years ago. Google AI frequently recognises brands “broadly but shallowly”: a little bit everywhere, authoritative nowhere. Both are signal problems, not competence problems.
4. Every AI system holds a different picture
ChatGPT, Claude, Gemini, Google AI and Copilot regularly arrive at different categorisations of the same brand — because they weight sources differently. Check only one system and you know a fifth of the truth.
The consequence of all four patterns: a stocktake comes before any optimisation. That is exactly what the scan is built for.
Which topics does AI connect with your brand?
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