The Challenge

ThePower's team noticed a dramatic shift in user behavior. People were no longer just going to Google to research education products and services. They were using AI as their primary source for recommendations and decision-making.

The problem had two sides. First, there was no real way to measure their visibility in AI engines. The only option was doing it manually: each team member would type prompts one by one and check what came back. The results were biased because whoever was searching already knew it was their own company, which meant they never had an accurate picture of what the market was actually seeing.

Second, the cost of not solving this was obvious: if the LLMs don't recommend you, you're invisible. In an environment where users click less and make decisions directly from AI answers, not showing up meant losing traffic, losing consideration, and ultimately losing business.

The Solution

• ThePower adopted Omnia as their AI visibility platform and has been using it for over a year. The impact covered two dimensions: showing up in AI search engines, and understanding what levers to pull so LLMs actually recommend their brand.
• The breakthrough moment came when Omnia revealed the sources LLMs relied on to recommend one brand over another. Some were sources ThePower was already working with, but others represented opportunities where they weren't putting enough effort. That's when it became clear where the marketing team needed to focus.
• Omnia also revealed that the Pareto principle applies here too: in many cases, 80% of what LLMs use to recommend you comes from 20% of sources. Knowing which sources those are completely changed how the team prioritized its work.

The Results

Since ThePower started measuring their visibility with Omnia, they've achieved a 150% increase in AI visibility. Beyond the number, the fundamental shift was going from zero measurement to having real control over what AIs say about them and whether their presence is growing or shrinking.

Before, they'd run searches with no way to know if they were making progress. Now AI visibility is a standing priority across the team, with clear and actionable metrics.

The Strategy

ThePower uses Omnia across multiple layers of their strategy:

• ‍Trends to prioritize content. They use Trends to detect which questions are growing around education, reskilling, vocational training, and technology, then cross-reference that with their programs. When they spot searches like "best vocational training in cybersecurity" or "where to study data" gaining traction, it becomes an immediate content and positioning priority.
• ‍Citations to know where to show up. They analyze the sources LLMs cite to understand where they need to have presence. This lets them go after the right sources with precision and work on partnerships or placements with them.‍
• Insights to know how to show up. Omnia's insights were a paradigm shift: Omnia's AI analyzes the patterns that work in AI engines and tells them how content should be structured, what to change on their own website, and how to position correctly. Where matters as much as how, and internal teams don't always have experience with this new kind of positioning.‍
• Full-funnel coverage. ThePower uses Omnia for both top-of-funnel queries (generic searches like "best vocational training schools") and the consideration stage (more specific searches about reviews, quality, and brand recommendations). They discovered that the sources feeding each stage are different, and that controlling what's said about your brand at the bottom of the funnel is just as critical.

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"It's a tool that brings you reality and puts it right in front of you so you realize what's actually happening today."‍

Nacho Espiniella, CMO of ThePower

What's Next

ThePower is building an internal platform that aggregates data from marketing, sales, product, and finance. The next step is integrating Omnia through its API to bring the AI visibility layer into that system, so the team can extract insights and actions directly tied to their AI positioning goals.

Conclusion

ThePower's case illustrates a reality many companies haven't yet internalized: AI search engines are becoming a powerful force that directly influences decision-making. Moving from manual searches with no reliable data to a system that shows you where you stand, where you should be, and how to get there transformed how ThePower approaches its content and visibility strategy.