Artificial intelligence is no longer just a sci-fi tool: today it decides what we see, what we read, and even which companies appear in our searches. Generative AI engines, like GPT, Gemini, or Claude, are changing the way things work. Why? Because they don’t just generate answers or write texts; they also mention and position brands, directly influencing how users perceive a company.
In a world where digital visibility defines reputation, understanding how these platforms work and their impact on company mentions has become as important as showing up on Google a decade ago. The big question is: Are generative AI engines taking your business into account? Or is your company ready to be named by AI?
At Nativa PR, we explain everything you need to know about this key topic to position your company on ChatGPT, Gemini, or Claude.
- What are generative AI engines and why are they transforming the way companies are mentioned?
- Which AI platforms can mention my company?
- How does OpenAI’s GPT work and in what contexts does it usually name brands or companies?
- What does Google’s Gemini (formerly Bard) offer and how does its connection with Search influence business visibility?
- What is Anthropic’s Claude’s approach and why is it relevant for companies seeking reputation and credibility?
- How does Microsoft Copilot + Bing combine AI with real-time search to mention companies?
- Why is Perplexity AI becoming a reference for directly citing sources and companies?
- What role do You.com and other AI-powered search engines play in mentioning emerging brands?
- What do open-source models like LLaMA (Meta), Mistral, or Falcon bring to content generation that includes businesses?
- How do closed engines (GPT, Claude, Gemini) differ from open engines (LLaMA, Mistral) when it comes to company mentions?
- Which generative engine will be key in the future for companies to achieve visibility in AI?
- Why are mentions of my company on authoritative sites important for generative AI engines?
- Q&A on generative AI engines
What are generative AI engines and why are they transforming the way companies are mentioned?
Generative AI engines use large language models (LLMs) and neural networks to produce coherent, relevant content. Their ability to synthesize information allows companies to be named in analyses, reports, blogs, social media, or automated responses, even without direct intervention from marketing teams. As businesses adopt generative AI internally, their visibility on automated platforms grows: for example, weekly use of GenAI in companies rose from 37% in 2023 to 72% in 2024.
Which AI platforms can mention my company?
Today, a wide variety of generative AI platforms can mention and recommend companies in their content. In business contexts, tools such as OpenAI’s GPT, Google’s Gemini, Anthropic’s Claude, Microsoft Copilot + Bing, and Perplexity AI, as well as AI-driven search engines like You.com, are at the forefront.
In addition, open-source models like LLaMA (Meta), Mistral, or Falcon are gaining traction, offering freedom for internal customization.
There are also enterprise cloud-integrated solutions such as AWS Bedrock, Google Vertex AI, IBM watsonx, and Microsoft 365 Copilot. This diverse landscape gives companies multiple entry points and varying levels of control to be mentioned—whether through direct integrations, customized internal models, or content optimization on external platforms.
How does OpenAI’s GPT work and in what contexts does it usually name brands or companies?
GPT works by using language models trained on a massive database of text, enabling it to generate coherent responses based on linguistic probability. Brands are mentioned when the model has been trained with public information about them or when explicitly prompted.
GPT is often used in contexts such as customer service chatbots, blog post generation, drafting emails or reports, and even in corporate tools for internal documents or analysis. However, GPT doesn’t always provide specific sources or citations, meaning mentions can sometimes be vague or contextually inaccurate. That’s why it’s important to review any critical information that comes from these mentions.
The use of ChatGPT is changing consumption habits: people now use this tool to find answers to doubts, questions, and even recommendations. This makes it crucial for businesses, companies, and online stores to understand and adapt to users’ needs.
What does Google’s Gemini (formerly Bard) offer and how does its connection with Search influence business visibility?
Gemini leverages its integration with Google Search and the Google ecosystem (Gmail, Docs, and more) to provide multimodal (text, images, and more), highly contextualized, and up-to-date content. Thanks to this direct connection, it can refer to companies based on recent information and appear in the user’s daily workflow—a key point for brand visibility.
Just as appearing in Google’s top search results was once essential, positioning online has now expanded to a new goal: showing up in AI-generated answers. Traditional SEO has not lost its value; instead, it expands and merges with this new visibility approach. When a company gets AI mentions, it strengthens traditional SEO and directly impacts how users discover and perceive a brand.
What is Anthropic’s Claude’s approach and why is it relevant for companies seeking reputation and credibility?
Claude, developed by Anthropic, prioritizes safety, ethics, and clarity in its responses, making it less likely to generate offensive or inaccurate content. This makes it particularly appealing for companies that value maintaining a reliable and ethically aligned image. Claude is designed to provide highly applicable, responsible answers, which helps generate high-quality content in sensitive areas like public relations, customer service, and corporate communications.
Tip: To ensure generative AI engines mention your company properly, it’s important to work on your digital image—from SEO efforts on your website to PR and digital communications. If you need advice, send us an email and we’ll be happy to chat.
How does Microsoft Copilot + Bing combine AI with real-time search to mention companies?
Copilot, within the Microsoft 365 ecosystem, is integrated with Bing, allowing it to access up-to-date information while generating content in tools like Word, Excel, Outlook, or Teams. This ensures company mentions are backed by recent data (news, reports, etc.). The combination of text generation with real-time search improves accuracy and relevance, while also accelerating the creation of business documents and presentations.
Why is Perplexity AI becoming a reference for directly citing sources and companies?
Perplexity AI was designed with a focus on attribution and source citations, unlike more opaque models. However, a study by the Tow Center found that on average, chatbots give incorrect answers in more than 60% of cases; Perplexity was the most accurate, but still wrong 37% of the time.
So while its citation style is valuable, it’s not infallible. This makes it useful for companies seeking visibility through sources—though always with the recommendation to manually verify important data.
What role do You.com and other AI-powered search engines play in mentioning emerging brands?
Search engines like You.com offer an alternative window for emerging brands to appear in generative results. By diversifying sources and not relying solely on established giants (Google, Microsoft), these search engines can amplify mentions of newer or niche businesses. This creates opportunities for these brands to be discovered by a wider audience or by generative tools that pull from varied sources.
What do open-source models like LLaMA (Meta), Mistral, or Falcon bring to content generation that includes businesses?
Open models allow companies to train and fine-tune data internally, giving them control over tone, topics, and mentions they want to emphasize. This customization is key for maintaining brand consistency and accuracy, as they aren’t subject to external provider policies. They also provide transparency and technical flexibility, making it easier to implement within internal infrastructures without third-party dependency.
How do closed engines (GPT, Claude, Gemini) differ from open engines (LLaMA, Mistral) when it comes to company mentions?
Key differences:
- Closed (proprietary) engines: offer accessibility, integration, and brand backing, but provide less control over generated content and less transparency.
- Open engines: offer high control, customization, and auditability, ideal for companies needing to manage reputation and brand consistency.
This contrast defines the balance between immediate visibility and strategic control.
Which generative engine will be key in the future for companies to achieve visibility in AI?
The future of business visibility will depend on choosing the right generative engines. With AI increasingly embedded in decision-making and content creation, knowing which platforms prioritize your mentions—and how they display them—will be as important as having a strong digital marketing strategy.
The future will likely combine:
- Closed platforms like Copilot and Gemini for wide reach and scalability.
- Open models for reputational control and customization.
- Tools focused on accuracy, like Perplexity, if their precision improves.
The key will be choosing the right solution for each objective: mass visibility or strategic control.
Why are mentions of my company on authoritative sites important for generative AI engines?
Generative systems tend to prioritize reliable, well-documented information. Being cited on authoritative websites increases the likelihood that AI will recognize and reproduce accurate information, reinforcing brand reputation and visibility in the automated digital world.
In other words, if you already have digital PR in place and your company has been mentioned—or even linked—by digital media, you’re on the right track.
Would you like to position your brand or business effectively with these new updates? At Nativa PR, we can help. We have web and PR strategies in Spain, Mexico, and Germany that will take your brand to where you’ve always dreamed.
Write to us and our team will get in touch with you!
Q&A on generative AI engines
1. What percentage of companies actively use generative AI?
Generative AI use has grown exponentially in recent years. According to Innovación Digital 360, weekly use of GenAI in companies rose from 37% in 2023 to 72% in 2024, showing rapid adoption across industries. Queries through generative AI engines have also grown significantly, making visibility in these searches increasingly important. Want to know if your website is optimized for generative AI engines? Write to us.
2. What reach do open vs. closed models have for companies?
Closed generative engines (GPT, Claude, Gemini) offer immediate visibility and easy integration with widely used tools like Word, Excel, or Gmail. On the other hand, open-source models (LLaMA, Mistral, Falcon) give greater control over content, tone customization, and mention management to protect corporate reputation. Since they can be trained with proprietary data, they are ideal for maintaining brand consistency and accuracy, though their reach depends on how they’re integrated into internal or external systems.
3. How can a communications agency like Nativa PR help my company get mentioned in AI engines?
Generative AI engines need reliable references to learn from and then cite companies. That’s why a well-designed communications and PR strategy is essential. At Nativa PR, we work to get your brand featured in authoritative digital media, specialized blogs, and high-credibility sites. These mentions strengthen your visibility and increase the chances of engines like ChatGPT, Gemini, or Perplexity including your company in their answers.
Are you interested in building your company’s visibility strategy? Write to us—we’ll be happy to help you develop a plan to gain digital authority in Spain and Mexico.
How do I know if my content is optimized for AI?
At Nativa PR we recommend:
- Analyze and improve your content to make it relevant and easy to interpret for AI generators.
- Apply best practices to appear in generative answers.
- Monitor your AI visibility.
Check our article section for tips on PR and AI for businesses.