The Challenge

The growth team at Iberia Cards noticed a shift in how potential customers were making decisions. More and more users were turning to AI engines to compare credit cards, understand Avios programmes (affiliates program) and choose which financial product to sign up for. AI was becoming a new discovery layer, especially in high-consideration categories like financial services.

When the team ran their own tests, they found that Iberia Cards was not showing up the way they expected in AI-generated answers. The brand appeared in some results, but incompletely: no sign-up links, no clear path to conversion, and not enough context for a potential customer to take the next step. As their Head of Growth put it, it was "a broken journey": visibility without conversion.

At the same time, the team had no way to answer basic questions: Which prompts do we appear in? How does AI describe us compared to our main competitor? Which sources do models cite when talking about Avios cards? Without that information, both content strategy and investment decisions around branded content and affiliate partnerships were based on gut feeling rather than data.

Meanwhile, direct competitors in the Avios card category were gaining ground on the highest-intent prompts, capturing attention from users who were already ready to sign up.

The Solution

Iberia Cards brought Omnia into their workflow to move from guesswork to a data-driven AI visibility strategy.

The Results

+18 percentage points in visibility on key prompts

On a key prompt related to Avios-earning credit cards, Iberia Cards grew its visibility by 12 percentage points, while its main competitor in the category dropped 6 points over the same period, a net swing of 18 points on strategically critical queries.

#1 on Avios prompts across all AI engines

Iberia Cards holds the top position on all five key Avios-related prompts, with a Share of Voice above 30% on each, ahead of American Express and Vueling.

From zero data to decisions in minutes

Before Omnia, the team had no way to know which prompts the brand appeared in or which sources models cited. They now monitor 70 prompts organized by business category and can act on results the same day.

Since adopting Omnia, Iberia Cards has gone from having zero insight into how AI presented their brand to running a system that lets them measure, prioritize and act. Omnia has become the tool their growth team relies on to understand and improve how AI engines talk about their products.

The Strategy

Iberia Cards uses Omnia across multiple layers of their growth strategy:

• Citation tracking to prioritize branded content. The team analyzes which sources AI engines cite when answering questions about credit cards and Avios accumulation. With that data, they adjust their monthly branded content investment, focusing on the outlets that actually influence how AI recommends financial products. If a comparison site or a travel publication keeps showing up as a source in AI responses, it moves to the top of their content plan.
• Website structure optimization for AI engines. Beyond external channels, the team started working on how their own website communicates information to AI models. This includes reviewing page titles, meta descriptions, heading hierarchy and content structure so it's not only optimized for traditional search, but specifically designed to be more easily interpreted and cited by AI engines.
• Prompt monitoring by business category. Iberia Cards organizes its 70 tracked prompts into thematic clusters: Avios cards, travel cards, cashback cards, flight discounts and business cards. This segmentation lets them quickly spot which categories they dominate (Avios, where they rank #1 with shares above 30%) and which ones need more investment to compete (generic travel cards, where other competitor leads).
• From passive visibility to sales action. One of the key findings was that appearing in AI responses wasn't enough if there was no path to sign-up. The team now works to ensure every piece of AI-optimized content includes the right context for users to take the next step, closing the gap between recommendation and conversion.

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There's a new world out there growing at an incredible pace. Tools like Omnia help you understand what's happening and turn that knowledge into better business results.

Abelardo Martinez, Head of B2C Growth, Iberia Cards

What's Next

The Iberia Cards team plans to extend Omnia beyond the sales team, rolling it into the daily workflows of their content, press and social media teams. Their goal is for AI visibility to move from a standalone initiative to a core metric embedded across the company's entire marketing strategy.

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