How TUIO Became #1 in AI Engines

A practical look at Generative Engine Optimisation (GEO)

Until recently, discovering a brand meant opening a browser, typing a query and scanning a list of blue links. Today, more users go straight to generative AI engines such as ChatGPT, Gemini and Perplexity. When someone asks “What’s the best value-for-money home insurance in Spain?”, these models don’t redirect to pages, they generate an answer that, for many consumers, becomes the decision.

TUIO decided to lean into that shift and measure it with Omnia, a platform that tracks how brands appear inside answers from AI engines such as ChatGPT, Gemini, Perplexity and Google AI.

If your brand is absent, it effectively doesn’t exist in that moment of choice. Generative Engine Optimisation (GEO) is the discipline that tackles exactly this: making sure your brand is cited, recommended or included inside those AI-generated answers.

What is GEO and why it matters now

GEO is the process of optimising your brand’s presence inside the answers generated by AI engines. While traditional SEO focuses on ranking in a list of links, GEO focuses on being part of the response itself.

Every prompt to a generative engine represents a new kind of search moment. A few examples:

• Discovery prompt: “Which companies offer home insurance in Spain?”
• Comparison prompt: “Which is better for tenants: X or Y?”
• Decision prompt: “Recommend the most comprehensive home insurance for less than £40/month.”

In reality, prompts go much deeper: “Home insurance for remote workers in Barcelona”, “Fastest claims process for young couples”, “Eco-friendly insurers Spain”. GEO demands that you work from the full spectrum of questions, not just the obvious ones.

Because generative engines synthesise sources and answer directly, the visibility logic changes. You no longer optimise for page one, you optimise to be cited in the answer, at the exact moment a decision is being made. That makes visibility inside AI generated answers a critical gateway to discovery and trust, with decision prompts often converting several times better than traditional search traffic.

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The TUIO case: building visibility inside AI

TUIO, a digital native insurer in Spain focused on home insurance, recognised this shift early. As users began bypassing traditional search engines and relying more on generative AI for insurance advice, TUIO treated it as an opportunity.

They adopted a simple but disciplined workflow, supported by Omnia, to make their brand measurable and optimisable in the AI visibility landscape.

The TUIO GEO Playbook any brand can follow

TUIO’s weekly routine followed three core steps:

1. Understand their position in AI engines
   
   With Omnia Monitor, the team first built a clear picture of where they stood. They saw in which prompts and engines TUIO appeared, how the models described them, which competitors shared space in the answers and which sources were driving those mentions. This gave them a baseline: Share of Voice by engine, total mentions, and the specific answers where TUIO was missing but should have been present.
   
   
2. Discover the real prompts and topics that matter
   
   Next, using Omnia Trends, they moved from assumptions to real demand. Instead of guessing keywords, they pulled the actual prompts people were using in AI engines around home insurance in Spain.
   
   Trends showed the questions that came up most often, the topics growing fastest and the themes where competitors were more visible. That allowed TUIO to know exactly which prompts and topics to prioritise if they wanted to improve visibility where decisions were happening.
   
   
3. Optimise content based on how AI engines already think
   
   Once they understood both their current position and the real questions users were asking, TUIO could focus on action. They updated and created content specifically for the prompts and sources that mattered most, aligning their messaging with how AI engines already talked about the category.
   
   With Omnia’s new capability to analyse top-performing citations and generate content suggestions based on the patterns AI prefers, TUIO could roll out optimised pages and updates much faster, and then use Monitor again to see how those changes moved their visibility week after week.
   
   

Performance outcomes

Using the data they collected, TUIO were able to drive meaningful results:

• AI traffic growth: The data spoke clearly. Within months, visits from AI engines rose by 40–50% month over month, tracked through direct attribution from ChatGPT and Perplexity.
• Customer discovery: Interviews with new policy-holders revealed that 7–10 % cited AI engines as the origin of their discovery of TUIO.
• Conversion performance: Leads sourced via AI converted at 18–22 %, compared with ~14 % from referrals and ~4.5 % from organic search.

Figure 1. Monthly unique visits attributed to ChatGPT and Perplexity, showing over 1000% growth since October 2024. Source: TUIO Analytics.

Figure 2. Conversion rate from AI-sourced visits to completed policies (Aug–Sep 2025). Total conversion: 22.2%. Source: TUIO Analytics

By September 2025, with a consistent GEO workflow in place, TUIO achieved a global Share of Voice of 11.79% with 1,844 brand mentions, surpassing giants like Mapfre (7.14%) and Santalucía (7.63%).

In the space of months, the brand became the most visible home insurer across major AI engines.

These numbers, provided by TUIO, underscore that visibility inside generative‑AI answers can convert into measurable business outcomes.

Lessons from TUIO

• Consistency beats volume. TUIO’s visibility did not come from a single viral campaign, but from coherent, accurate information repeated across sources.
• Focus on prompts that drive decisions. High-intent prompts may bring less raw volume, but the conversion rates are much higher.
• More data means better decisions. The real advantage comes from working with accurate, actionable data. In AI visibility, that’s what defines where to act, and lets you focus effort where it matters most.
• Iteration is essential. Generative AI engines evolve rapidly, they add new sources, change retrieval behaviours, adjust summarisation logic. You must keep pace.

What’s next for TUIO

So far, TUIO have focused on measuring where they appear, how they are described and which sources drive that visibility. The next step is to scale what already works.

Omnia now automatically analyses the top-performing citations for each category, surfaces the patterns in how AI engines talk about brands (structure, claims, language) and generates content suggestions based on those patterns. TUIO can use these insights to publish and update content that aligns more closely with what models already trust.

That allows them to widen the gap with slower competitors, not just maintain their current lead.

You can’t win if you’re not in the answer

TUIO’s journey shows that visibility in AI engines is real and measurable. It can be optimised and translated into business growth.

AI is fast becoming the default interface for discovery and decision-making. More than 40% of users already use it to research or buy products. Brands that ignore it risk disappearing from the conversation. That’s why now is the time to start measuring your visibility. Few brands are doing it, which makes it a strategic advantage.

GEO today stands where SEO stood twenty years ago: as a new competitive edge for those who understand it early.

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