More than half of UK adults (51%) now use AI search tools such as ChatGPT to search for products, services and advice online, according to research from Which?.

This shift in how we find information and search for products, has led to the launch of the Purplefish AI Visibility Tool©.

The tool offers a free, fast, audit-style assessment which produces a score out of 100, together with a list of actions companies can take to be more visible on AI platforms such as ChatGPT, Google Gemini, Claude and Perplexity.

The score assesses six key metrics of AI visibility: brand authority, content signals, AI discoverability, social presence, structured data and topical relevance.

Where buyers researching a product or service once searched ‘best supplier near me’ on Google and clicked through a list of results, a growing share now ask an AI platform directly and act on the answer, often without visiting a website at all. This is known as zero click rate. Most brands have no way of knowing whether they are among those recommendations, or invisible to them entirely.

Early results from the tool suggest that even some of the largest and most established brands haven’t yet considered their AI visibility with average scores below 59 out of 100.

AI platforms rely on a series of signals to choose whether to list a brand in an answer. These signals include website AI crawler permissions, structured website data, Wikidata entries and activity on social media.

Lucy McKerron, managing director at Purplefish, said:

“Most brands have spent years optimising their SEO without ever considering whether AI platforms even know they exist. We built the AI Visibility Tool because that question has become arguably more important than traditional search visibility, and until now there’s been no quick and action-led way for a brand to check.

“What’s notable is that this isn’t only affecting smaller or less-resourced brands; plenty of well-established names are effectively invisible to AI platforms in their own sector, simply because the underlying signals haven’t been addressed. This represents a potential huge commercial impact with more buying journeys starting and ending inside an AI conversation. Brands that are invisible to these platforms risk losing consideration before a prospective buyer ever reaches their website.

The AI Visibility Tool was built to be accessible to any brand, regardless of size or existing marketing resources; it requires no technical knowledge or expertise to use and is an essential first step for brands, whether they are starting from scratch or already investing in AI-first strategy.

The tool is free to use here with no sign-up required. Purplefish also offers deeper AI visibility audits, AI-first content strategy and technical implementation brands wanting to act on their results.

About Purplefish

Purplefish is a creative communications agency