For product marketing
AI is describing your product to buyers. Make it use your words.
“ChatGPT calls us a cheaper version of our competitor. Make it say what we actually are.”
The engines describe your product from whatever they can find: an old review, a competitor’s comparison page, a Reddit thread. Nobody on your team sees the result until a prospect repeats it back. We show you how each engine describes you today, against every competitor and per buying persona, and what has to change so they quote your positioning instead.
The problem
Your positioning has a co-author you never hired
AI answers do the describing now, and for a product marketing team it goes wrong in six ways.
You are your competitor’s alternative
Ask an engine what your product is and it answers “a cheaper alternative to the category leader.” That line came from their comparison page, and it is now the first thing a buyer hears about you.
The launch never reached the answers
You shipped the new positioning, the deck, and the homepage. Six weeks later Perplexity still describes the product you retired, because the pages it trusts have not changed and nobody checked.
You cannot see which personas you lose
The CFO’s shortlist and the admin’s shortlist come from different questions. You win one and never appear in the other, and nothing in your stack shows you the split.
Battlecards built from hearsay
Your competitive battlecards say what reps heard on calls. The engines are telling buyers something else, in writing, before the call, and your deck has never seen it.
A “vs” page you never wrote is the one being quoted
The comparison the engines cite was written by a competitor, a review site, or a stranger on Reddit. Your version does not exist, so theirs is the record.
Nobody owns the answer
SEO reports on the ranking. Sales reports on the call. What ChatGPT says in between belongs to no one, so the description drifts month after month and never shows up on either report.
The reassurances
Four things product marketers get told about AI search
Each one is true enough to end the conversation, and none of them survives a week of reading the answers.
What you have been told | What happens instead |
|---|---|
| AI search is a sliver of traffic. It can wait a quarter. | Half of software buyers open a chatbot before they open Google, and the shortlist gets set there, before anyone clicks a link. |
| The SEO agency has this covered under GEO. | Rankings and answers are different games. You can rank first for the category and be absent from the answer. |
| The positioning is on the homepage. The engines will pick it up. | Engines quote the page that states the positioning in one plain sentence. A headline and a deck leave them nothing to work with. |
| If AI got us wrong, someone would have flagged it by now. | The prospect flags it on the call, after an engine has already told them you are the cheap option. |
What the engines say
How each engine describes you today, against every competitor
Once a day we run the questions your buyers ask, unbranded, across ChatGPT, Gemini, Perplexity, Copilot, and Google AI Overviews, and we keep every answer. You read how the engines describe your product, in their words, next to what they say about each competitor, and you see who gets named first.
Then we line it up against your positioning and mark the gaps: the claims that never appear, the category the engines put you in, the competitor whose framing they borrowed.
- The full answer per engine, with every brand mention highlighted
- Share of voice and position score against named competitors
- A strategist’s read of which messaging claims the engines repeat, and which they drop
Per persona
Visibility per buying-committee role
A champion, an economic buyer, and an admin ask different questions. We group your tracked prompts by persona, one persona per prompt, so the mention rate splits into the roles you win and the roles where you never appear.
Filter share of voice to one persona and you see who takes your place on that role’s shortlist. The loss finally has a name on it.
- Mention rate per persona, with the change since the previous period
- Share of voice filtered to a single persona, to see who wins that role
- Prompts grouped by the questions each buying-committee role asks
What to publish
The pages that have to say it plainly, and the comparisons you have not written
The engines can only quote a sentence that is already written down. If your positioning lives in a deck and a hero headline, there is nothing to lift, so they lift someone else’s. We audit every page that should carry the positioning and tell your team what each one has to say.
Prompt research turns up the “X vs Y”, “best tool for”, and use-case questions your buyers ask and your site leaves unanswered. Those become the pages your team writes next, or drafts we hand over for approval.
- A 21-check GEO audit of every page that carries positioning
- The comparison and use-case questions with no answer on your site
- Draft articles for the weakest prompts, for your team to approve
Why now
The shortlist forms before anyone opens your site
Three figures from people who are not selling GEO. Behind each one is a buyer reading a description of your product that you did not write.
51%
of B2B software buyers now start research with an AI chatbot more often than with Google
Up from 29% in G2’s 2025 Buyer Behavior Report. 71% now lean on a chatbot somewhere in the research.
69%
of buyers bought from a vendor they had not planned on, because the chatbot recommended it
85% think better of a vendor when an AI answer names it, and one in three bought from a company they had never heard of, so the description is the pitch.
45%
of AI assistant answers had at least one significant issue
A 3,000-answer study of news questions, checked by journalists. Nobody is checking the answers about your product.
The blunt version
The engine’s description is your positioning now, whatever the deck, the messaging house, and the homepage headline say. What ChatGPT tells a buyer who asks what your product is, that is the version that reaches the market, and it was assembled from sources you did not write. You can keep polishing the document, or you can go and change the answer.
That is a channel, and on most org charts it has no owner. Product marketing is the team whose job it already is.
The engagement
GEO Consulting & Trends for product marketing teams
Your team owns the messaging and the site. We bring the evidence and the roadmap, then a monthly read on what moved.
For product marketing teams at large companies
GEO Consulting & Trends
A retainer or a project, quoted after your free audit. If you would rather we ship the page changes and the comparison content as well, Managed GEO covers that.
- A baseline of how every engine describes your product, against each competitor and per persona
- A gap analysis between your positioning and the engines’ description, with the sources behind each one
- A page-by-page brief: what each positioning page has to state to be quoted
- The comparison and use-case questions your site does not answer, prioritized by demand
- Daily tracking across ChatGPT, Gemini, Perplexity, Copilot, and Google AI Overviews, with saved views by persona and engine
- A monthly briefing on movers: prompts, competitors, and sources, tied to what your team shipped
- A dedicated strategist your product marketing and content leads can call
The platform behind the work
Where you check the answer yourself
You get a login. Your strategist works from the same three views.
- Mention rate per buying-committee role, so you can see which personas shortlist you and which pass you over.
Visibility by Persona
- Share of voice, who gets named first, and which competitors gained or lost ground since the previous period.
Competitor Research
- Your buyers’ questions, run daily across every engine, with each answer kept so you can read the description in the engine’s words.
Prompt Tracking
Questions product marketers ask
Five things to settle before you take this internally
Can you change what ChatGPT says about our product?
Not directly, and nobody can. Engines build the description from the sources they retrieve, so the work is changing the sources: your pages stating the positioning plainly, comparison and use-case content that answers the questions buyers ask, and presence on the third-party pages the engines cite. We show you which ones each engine leans on, and the description follows them.
How fast does the description change once we fix the pages?
Unevenly, and never on a date we can promise you. The rewrite has to be recrawled first, and that alone takes weeks. After that the engines separate: the one that reads your site often starts quoting your sentence, while another repeats a two-year-old review because nothing better exists for it to lift, and a competitor’s comparison page keeps winning the “vs” prompts until yours is published. What we can tell you is which engine changed, on which prompt, on which day, because we ran that question that day. A claim that is still missing from every engine after a quarter is usually a claim no page of yours states plainly enough to quote.
How do you track our personas?
Every tracked prompt belongs to one persona, so the answers split cleanly by role: the questions an economic buyer asks, the ones a champion asks, the ones an admin asks. The mention rate per persona shows where you are shortlisted and where you are absent, and every other view, share of voice included, can be filtered to a single persona. You define the personas with us at the start, rather than leaving a model to guess them.
Does this replace our messaging and positioning work?
No. It is the feedback loop that work never had. You still own the positioning; we tell you how much of it survives contact with the engines, which claims they repeat, which they drop, and whose framing they use instead. Most teams end up changing the pages, not the positioning.
What do we get every month?
A report and a call. The report shows what moved since the previous period: prompts where you gained or lost visibility, competitors who rose or fell, sources the engines started or stopped citing, all sliceable by engine and persona. On the call we tie each movement to a cause and agree the next changes for your team. If you are on Managed GEO, we ship those changes too.
See what AI is already saying about your brand.
A free audit shows you exactly where you stand across ChatGPT, Gemini, Perplexity, Copilot, Claude, Grok, and AI Overviews, and what it would take to close the gap.