Understanding AI Visibility
What is AI visibility and why should employers care?
AI visibility is a measure of how accurately and completely artificial intelligence models represent your company to the people asking about it — particularly job seekers.
The shift in candidate behaviour
800 million people use ChatGPT every week. When a candidate considers applying to your company, they increasingly ask AI rather than opening Google. The response they get — accurate or not — shapes their decision in seconds.
Research from the NBER shows that 13.5% of all ChatGPT conversations are information-seeking queries — the type that used to go to search engines. That's hundreds of millions of questions per week about companies, salaries, benefits, and working conditions.
Why should employers care?
1. AI hallucinates employer data
Our audits show 78% of salary estimates from AI are inaccurate — most underestimate by £15-25K. If candidates think you pay less than you do, they don't apply.
2. Candidates don't click through
60% of Google searches are zero-click. When an AI Overview appears, only 8% of users click any link. Your careers page is increasingly irrelevant if AI gives the answer first.
3. You can't control the sources
ChatGPT cites Wikipedia (7.8%) and Reddit (1.8%). Glassdoor — where most employers invest their reputation management — isn't in the top 10 cited sources for any major LLM.
4. The problem is growing
Gartner predicts a 25% drop in traditional search by 2026. Semrush projects AI search will surpass organic by 2028. Meta AI has 1 billion monthly users in WhatsApp and Instagram. This isn't a future problem — it's happening now.
What does a good AI visibility score look like?
| Score | Rating | What it means |
|---|---|---|
| 80-100 | Excellent | AI can accurately describe your company. You're ahead of 95% of employers. |
| 60-79 | Good | AI has solid basics but gaps in specific areas. Minor fixes needed. |
| 40-59 | Needs work | AI has partial information. Candidates get an incomplete or misleading picture. |
| 0-39 | Poor / Critical | AI is guessing. Candidates are likely being misinformed about your company. |
The average score across our audits is 34/100. Most employers are invisible to AI — which means candidates are getting answers built from Reddit threads and Wikipedia stubs, not from anything the employer controls.