Therefore, you should stop stressing about your AI ranking.
Blog
2 min
Blog
2 min
The question arises everywhere: “How do we rank in ChatGPT?” It's a good question because AI search is starting to become an important channel for digital marketing and no one wants to risk falling behind. But before you hire someone who promises to “optimize your AI ranking,” you need to know something. There is no real ranking.
AI search doesn't work the way you think
Many companies feel they need to understand how AI affects search, optimise content for new systems and show up in AI tools. The problem? Nobody knows exactly what the playing field looks like yet — and therefore nobody knows how to act on it either.
A study from SparkToro and Gumshoe ran thousands of prompts through AI tools like ChatGPT, Claude and Gemini. The result? Less than a 1% chance that the same question produces the same ranking list twice — and less than a 0.1% chance that the order of the list is the same. The number of recommendations also varied considerably, sometimes three answers, sometimes ten or more.
Unlike Google, where position 1 is position 1, AI search works more like a game of probability. Some brands show up more often than others, but everyone lacks a fixed position to optimise towards. Asking "where do we rank?" is simply the wrong question.
There's another important difference. On Google, many users search for the same keywords with similar intent. In AI search, everyone writes their own conversation with longer and more personal questions, and no prompt is like another. That means there's no search phrase to rank for, no keywords to optimise and no leaderboard to climb. It's a different medium that requires a different mindset.
So what should I do?
Stick to the basic rule of marketing — be relevant to your target audience.
At its core, it's about making sure AI understands what you do, for whom and why. Are you showing up in the right contexts, the right discussions and linked to the right topics? Making sure that information is out there increases your chances of being visible in AI tools. Don't forget the technical side either — accessible content, clear structure, how you appear and are described online. Solid SEO work is fundamental, even for visibility in AI.
Long-term thinking wins, as always
The anxiety around AI ranking is understandable — nobody wants to risk falling behind — but it's also somewhat wasted energy. There is no position 1 in ChatGPT. There's only how often and in what context your brand shows up. And just as always, you build that through long-term relevance — not by optimising against a list that's never the same twice.
Have questions about how to think about AI and visibility?
👉 Contact us at Toxic and we'll help you out!
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