Visibility has always been the heartbeat of effective marketing. But as artificial intelligence reshapes how people search, discover, and decide, the definition of visibility is changing fast.
With Google Search’s AI Mode and large language models (LLMs) like ChatGPT, Claude, Gemini, and Perplexity now delivering direct answers to user queries, people aren’t just browsing; they’re asking. And the responses they receive increasingly come straight from AI systems, not traditional search results.
That shift means one thing: if your brand isn’t visible within those AI-generated answers, you’re invisible in the places that matter most.
Why Visibility Tracking Is Now Non-Negotiable
The classic SEO goal of ranking on page one is no longer enough. AI-driven search is conversational, intent-based, and highly contextual, and that means visibility tracking needs to evolve.
Modern marketers must now measure where and how their brand appears across both traditional and AI-powered discovery channels. This new layer of tracking reveals if your business is being referenced, recommended, or relied upon by AI systems.
And being included in those AI-generated responses isn’t just a visibility win, it’s a credibility signal that your brand is trusted and authoritative.
HubSpot’s Insights: AI Leads Convert Up to 12x Better
HubSpot’s latest data shows just how powerful AI-driven discovery has become.
The company recently revealed that AI-driven leads convert three times better than traditional search leads, and that difference only grows with user intent.
As Kieran Flanagan, SVP of Marketing at HubSpot, explained:
“We know people coming from ChatGPT convert at a much higher rate than traditional traffic, upwards of 12x.”
These are not casual browsers. AI-assisted searchers are engaged, motivated, and ready to act. They’re asking targeted, specific questions that indicate high buying intent, and the brands that show up in those answers are the ones winning conversions.
HubSpot and XFunnel: Leading the Next Era of AI Visibility
Recognising this rapid shift, HubSpot recently announced its plans to acquire XFunnel, one of the first comprehensive platforms designed to help businesses strengthen their presence across large language models (LLMs) through Answer Engine Optimisation (AEO).
According to HubSpot’s announcement, XFunnel will be “integrated natively into [HubSpot’s] marketing products, giving marketers new insights into how their brand appears across AI tools and clear steps to improve their visibility.”
The acquisition builds on HubSpot’s belief that AEO represents the next evolution of inbound marketing, adapting the inbound methodology to the AI era, one where customers get answers directly from AI systems rather than traditional search engines.
As Angela DeFranco, GM and VP of Product for Marketing Hub, put it:
“As AI changes how people find and engage with businesses, we want to make that shift easier to navigate for our customers.”
HubSpot’s investment in AEO and XFunnel makes one thing clear: tracking and improving your visibility across AI-driven environments isn’t optional, it’s essential.
Angelfish in Action: Turning AI Visibility into a 40%+ Conversion Rate
At Angelfish Marketing, we’ve already seen first-hand how powerful AI-driven visibility can be.
In our campaign, AI SEO Success: Driving a 40% Lead Conversion Rate from LLM Referrals for a User Research Client, we helped a leading qualitative research provider turn AI-driven visibility into measurable revenue.
Here’s how we did it:
Optimised for AI discoverability and visibility tracking:
We refined content and technical SEO so the client’s site could be easily read, referenced, and cited by AI systems, while implementing visibility tracking to monitor where and when they appeared across key AI platforms.
Mapped and monitored high-value prompts:
Using prompt tracking, we identified and targeted commercial, intent-rich AI prompts such as “recommend a user research supplier”, then monitored visibility performance within those results.
Aligned CTAs and landing pages:
We tailored key pages and calls to action to match buyer intent behind these AI queries, creating seamless conversion journeys from discovery to lead.
Implemented HubSpot tracking and AI attribution:
We created a dedicated AI/LLM referral channel in HubSpot to measure performance, conversion, and ROI, linking AI visibility directly to commercial outcomes.
The results were exceptional.
- 40.7% of AI referral visits converted to SQLs, four times higher than our target.
- 100% of SQLs requested a quote (RFQ), our highest rate across any channel.
- 11 RFQs from just 27 AI-driven visits, with average deal values exceeding £50k.
This campaign mirrored HubSpot’s findings perfectly. While overall traffic volume was lower, the conversion quality was significantly higher, proving that visibility within AI search isn’t just about awareness; it’s about attracting sales-ready leads.
Why Every Brand Needs AI Visibility and Prompt Tracking
If you’re still only measuring your traditional search rankings, you’re already behind.
Here’s why visibility and prompt tracking now belong at the heart of your digital strategy:
1. AI visibility builds authority.
If AI systems are referencing your content, you’re already seen as a credible voice in your field. Tracking this validates and strengthens that position.
2. Prompt tracking reveals opportunity.
Monitoring which AI prompts trigger your brand, and which don’t, helps identify new opportunities, content gaps, and audience insights.
3. AI traffic delivers higher ROI.
As both HubSpot’s and our own results show, AI referrals bring more qualified, higher-intent leads that convert faster and at greater value.
4. AI-driven discovery is accelerating.
With Google, OpenAI, and others rapidly integrating LLM technology, the time to measure and optimise your AI presence is now.
The Future of Visibility Is Already Here
AI has changed how people find, evaluate, and engage with brands, and visibility tracking is evolving to meet that change.
To stay competitive, businesses must now measure not just where they rank, but where they appear, who they’re recommended by, and how they’re represented within AI-driven discovery systems.
At Angelfish Marketing, we help B2B brands adapt to this new reality, combining smart SEO, AI visibility tracking, and AEO strategy to deliver measurable growth and real commercial impact.
Ready to see how AI SEO could transform your visibility and lead generation?
Book your free consultation today and let’s make sure your brand is visible, trusted, and chosen wherever your audience is asking the questions that matter.
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