How your brand's visibility changes in AI by country and sector
Sep 5, 2025
By Daniel Espejo, Founder & CEO at Omnia. 5th of September 2025
How AI engines are changing brand visibility in different markets
For years, SEO revolved around the same goal: appearing on the first page of Google. But today, things are changing. With the growth of AI engines such as ChatGPT, Perplexity, and Gemini, brands are faced with a new question: how can they ensure visibility when it is no longer a ranking that decides the content, but an AI model?
This change does not affect all places and industries in the same way. In our experience at Omnia, we have observed that a brand's visibility can vary considerably depending on three factors: the country, the sector, and the data sources that AI engines prioritise.
One search, many answers: why visibility varies across markets
When someone searches for something on an AI engine, the model creates responses based on what it has learned from learned sources and the web in real time. This means that two people in different countries (or even in different industries) may get completely different answers.
Some key factors behind these differences:
Geography and data availability
In countries where AI engines access local media, directories, or more robust academic publications, brands that appear in those resources gain prominence in responses.
Sector and regulation
Industries such as healthcare, finance, and tourism have more dominant regulations and official sources. This causes the AI engine to prioritise these sources, displacing other players.
Language and localisation
Searching in English in the United Kingdom is not the same as searching in Spanish in Mexico. Media coverage and the wealth of available content directly affect which brands enter the conversation.
In summary: there is no single way to ‘appear’ in AI engines. It all depends on the context.
Same question, different answers: examples by sector
To put it into perspective, let's see how visibility changes in different sectors depending on the country.
SaaS and B2B software
A start-up in Spain may have a strong presence in local media, but if someone in the US searches in Perplexity for ‘best project management tools’, they are likely to see only the best-known options: Asana, Trello or Monday. Local start-ups are completely out of sight in other markets.
What influences it: international rankings, reviews in English, and mentions in global technology media.
Risk: missing opportunities in markets where the product could be a good fit, but where the brand simply does not appear.
Fintech and digital banking
In Mexico, AI engines prioritise banks and fintechs that comply with local regulations and are listed in official sources. In Spain, however, the same questions could include traditional banks and European players such as Revolut or N26.
What influences it: presence in regulators, financial press and comparison websites.
Risk: that an international player captures visibility in your own market because they appear in more relevant sources.
Retail and e-commerce
In local markets such as Spain, if you search for ‘best kids fashion online shops,’ you are likely to find Spanish brands. However, if you do the same search in English from the UK, the results tend to focus on British or global companies.
What influences: international SEO, media coverage, and reviews on marketplaces.
Risk: being confined to a domestic market even though the product has international potential.
How brands can build visibility in AI engines
The good news is that visibility on AI engines is not difficult. There are clear levers that brands can pull to achieve this visibility:
Mapping the current presence
Before taking action, we need to know where we stand. Which AI engines do we appear in? Which sources does the model associate us with? Which countries recognise us and in which are we invisible?
Optimise priority sources
Local and global media outlets.
Specialised directories in your sector.
Influential blogs, reviews and comparison sites.
Create multilingual content
Publishing in only one language limits your reach. Translating, adapting, and distributing content multiplies your chances of appearing in new markets.
Commit to sectoral authority
In regulated sectors (health, fintech, legal), AI engines prioritise official sources. Being present in regulators, associations or academic studies can be decisive.
The first step is to know and understand where these engines get their information from. Without that, we cannot do anything.
FAQs: visibility and strategy in the age of AI
Is it possible to appear on all AI engines at once?
Not exactly. Each engine uses a different combination of sources, although many tend to prioritise reliable media, Wikipedia, Reddit, etc.
Does this replace traditional SEO?
No. SEO is still key, but it is no longer enough. Now it is necessary to think about brand reputation in a much broader ecosystem.
Can visibility be measured in AI?
Yes. At Omnia, we develop benchmarks that show how mentions of a brand change according to country, sector, or AI engine.
Conclusion: time to act, not wait
The advent of AI engines is transforming the way online visibility is built. It is no longer enough to master SEO in your country. The crucial question is: where do you appear when someone consults an AI?
Brands that grasp this dynamic before their competitors will have an advantage in new markets and will be able to establish themselves as global leaders.
At Omnia, we are convinced that the only way to compete in this new scenario is by knowing what AI engines say about your brand. And we help you find out.