Users are increasingly searching for products and services not on Google, but directly asking ChatGPT, Gemini, Perplexity, or Copilot. If AI does not mention your brand in response to queries like “best delivery services in Germany” or “top CRM for small businesses,” you are losing traffic that you previously received through organic search. The problem is exacerbated by the fact that AI system responses vary from country to country — and without the right verification protocol, you simply won’t know what is happening with your brand in Brazil, India, or the UAE.
What is AI Visibility and why is it a new marketing metric
AI Visibility (brand visibility in AI responses) is a measure of how often and positively generative models mention your company in response to users' commercial queries. Previously, marketers monitored positions in Google and Yandex.Direct; now, this has expanded to include monitoring ChatGPT, Gemini, Perplexity, Copilot, and Google AI Overview — services that are increasingly replacing traditional search.
The logic is simple: if a user asks ChatGPT “which food delivery service to choose in Poland” and the response includes three competitors but not your brand — you are invisible to an entire channel of traffic that is just forming but already influences the decisions of millions of people. Unlike classic SEO, where there is Google Search Console and clear position metrics, AI responses lack a unified analytics panel. You have to manually or semi-automatically send queries and record whether the brand is mentioned, in what context, and with what sentiment.
For marketers testing advertising and brand presence in different regions, AI Visibility becomes as essential a KPI as search positions or ad CTR. The difference is that you need to check not just one market, but several at once — and AI responses to the same query from the USA, Germany, and India can differ radically.
Why AI responses depend on the country and language of the query
Generative models personalize responses based on the user's geolocation, interface language, and local data on which they have been fine-tuned. ChatGPT, with web search enabled, pulls relevant results from regional listings — which differ for France and Mexico. Gemini is closely integrated with Google Search, so its responses change depending on the country from which the query originates, even if the text of the query is identical. Perplexity cites sources, and the set of these sources depends on which sites are indexed and ranked in a specific region.
There are three factors that create discrepancies in responses by country:
- Geolocation of the IP address. Services with web search (ChatGPT with browsing, Gemini, Copilot) determine the country by IP and mix in local results.
- Language of the query. A question in German and the same question in English from Germany may yield a different set of brands in the response, as the model is trained on different text corpora.
- Local reputation of sources. If your brand is mentioned on authoritative local platforms (e.g., German industry portals), AI is more likely to pull this information specifically for queries from Germany.
This is why checking from a single point — for example, from an office IP in Moscow — gives a distorted picture. The brand may be prominently featured in ChatGPT responses for Russian-language queries and completely absent for queries from Spain or Brazil. Without changing geolocation, you simply won’t see this difference.
Which AI services need to be checked
A comprehensive AI Visibility checking protocol covers not just one service, but several key platforms through which users currently receive recommendations and advice about brands.
| Service | Considers geolocation | Feature |
|---|---|---|
| ChatGPT (with browsing) | Yes | Pulls fresh search results by IP |
| Google Gemini | Yes | Tightly linked with local Google listings |
| Perplexity | Yes | Cites sources depending on the region |
| Microsoft Copilot | Yes | Uses Bing, which is highly localized |
| Google AI Overview | Yes | Built directly into Google search results |
The checks should be conducted using the same set of queries on each service; otherwise, the results will be impossible to compare across services and countries.
The role of proxies in checking geo-dependent AI responses
To see how AI responds to a user from a specific country, you need to send the query from an IP address of that country. This is precisely the task for which marketers traditionally used proxies when testing contextual advertising, and it transfers well to checking AI Visibility.
For this task, residential proxies are suitable — they use IP addresses of real home users, so AI services and search engines accurately determine geolocation, without the risk of being flagged as a VPN or data center. If you need the most accurate simulation of mobile traffic from a specific country (for example, when checking how Google AI Overview responds in mobile search), consider mobile proxies — they use IPs from mobile operators and provide the most “live” geolocation.
For routine daily checks, where speed and stability are important (for example, an automated script that queries Perplexity 50 times a day from 10 countries), data center proxies are often sufficient — they are faster and cheaper than residential ones, although they are slightly easier to detect on services with strict anti-bot protection.
An important nuance: many AI services require authorization through an account. To prevent the same account from raising suspicions of multi-accounting due to frequent geolocation changes, it makes sense to combine proxies with an anti-detect browser — Dolphin Anty, AdsPower, Multilogin, GoLogin, or Octo Browser. Each profile is assigned a separate proxy and a unique digital fingerprint, which appears to the service as a regular user from that country, rather than a connection through an anonymizer.
Step-by-step protocol for checking brand mentions
Below is a working protocol that can be applied weekly or monthly to track the dynamics of a brand's AI Visibility.
- Compile a list of 10-20 commercial queries. These should be phrases that your potential customers actually ask: “best service for [category] in [country],” “which brand of [product] to choose,” “comparison of [your brand] and competitors.”
- Identify 10 target countries. Choose markets where you have sales or plans for expansion, plus 2-3 competitor countries for comparison.
- Create separate profiles in an anti-detect browser. In Dolphin Anty or AdsPower, create 10 profiles — one for each country. In the settings of each profile, specify the corresponding time zone, system language, and geolocation that matches the proxy country.
- Connect proxies for each country. In the profile settings, open the proxy connection section → select the type (residential or mobile) → enter the login, password, host, and port for the desired geolocation → save and check the IP through the browser's built-in checker.
- Send the same set of queries on each AI service. Open ChatGPT, Gemini, Perplexity, and Copilot in each profile and ask identical questions, recording the responses.
- Record the results in a table. For each query, note: whether the brand was mentioned (yes/no), its position in the list, with what sentiment (positive, neutral, negative), and which competitors were mentioned alongside.
- Repeat after 2-4 weeks. AI models regularly update data sources, so a one-time check does not provide a complete picture — dynamics are important.
10 countries for checking and why they are chosen
The selection of countries depends on the business, but there is a universal logic for choosing: large markets with high AI search adaptation, plus markets where you plan to grow.
| Country | Why check |
|---|---|
| USA | Main market for ChatGPT and Gemini adaptation, high brand competition |
| Germany | Strong localization of responses, different set of authoritative sources |
| UK | Active use of Copilot and Bing-based responses |
| France | Language differences significantly change the set of mentioned brands |
| India | One of the fastest-growing markets for AI chat usage |
| Brazil | Largest market in Latin America with growing demand for AI search |
| UAE | High purchasing power, active digitalization |
| Poland | A representative market in Eastern Europe for comparison with the CIS |
| Indonesia | Largest economy in Southeast Asia, mobile internet traffic |
| Mexico | Spanish-speaking market with a distinct brand mention dynamics |
If your brand operates in a niche (e.g., B2B SaaS), you should adjust the selection of countries to those with developed corporate digitalization — the Netherlands, Singapore, Canada.
Monthly protocol checklist
To avoid missing details during regular checks, use a fixed checklist:
- ☐ The list of queries has not changed since the last check (for comparability of results)
- ☐ The IP address of each profile corresponds to the required country (checked via built-in checker)
- ☐ The interface language and time zone of the profile match the geolocation of the proxy
- ☐ Cache and cookies of the browser profile are cleared before the new series of queries (to avoid influence from history)
- ☐ The fact of brand mention, position in the list, and sentiment for each query are recorded
- ☐ Mentions of 2-3 key competitors are recorded for share of voice comparison
- ☐ Results are saved in a common table with the date of the check for tracking dynamics
- ☐ Countries with zero brand mentions are identified for priority work
Common mistakes in checking AI Visibility
The first and most common mistake is checking from a single geolocation and transferring the result to all markets. A marketer sees that ChatGPT mentions the brand when queried from their country and concludes that everything is fine globally. In reality, the response may differ radically even in a neighboring country.
The second mistake is using the same account for all checks without changing the digital fingerprint. Some AI services personalize responses based on the query history of the account, and if you have repeatedly asked about your brand from one account, the model may start to “favor” you, distorting the real picture for a new user.
The third mistake is conducting a one-time check without repetitions over time. AI models update data and web indexes, so a response recorded in January may not match the response in March even without changes on your side — the sources simply got updated.
The fourth mistake is using cheap proxies with poor IP reputation. If the IP address of the proxy has previously been flagged for spam activity, some AI services may provide limited or distorted functionality (e.g., disabling web browsing), making the check result irrelevant.
How to analyze results and what to do next
After a series of checks, you will have a table with data from 10 countries and 4-5 services. The first step in analysis is to calculate the share of queries where the brand was mentioned at least once (Share of Voice in AI responses). If in Germany the figure is 60%, and in Brazil it is 5% — this is a signal that the brand's presence in local information sources in Portuguese is critically weak.
The second step is to study which sources AI cites in countries with low visibility. Perplexity and Copilot show links to sources directly in the response. If industry publications or review sites where your brand is not represented are consistently mentioned, this is a direct indication of where to direct PR and content marketing efforts — placing expert materials, participating in comparative reviews, working with local bloggers and media.
The third step is to compare the dynamics month by month. An increase in the share of mentions after publishing a new case study or press release will show that the content is indeed being indexed, which AI models use. This turns the checking protocol from a one-time diagnosis into a permanent tool for measuring the effectiveness of PR and content strategy in international markets.
Conclusion
AI Visibility is a measurable and manageable metric if approached systematically: a fixed set of queries, regular checks, and, most importantly, correct geolocation for each market. Without changing the IP address, you only see what AI shows users from your own country, which may have nothing in common with what customers see in Brazil, India, or the UAE.
If you plan to establish regular monitoring of brand mentions in ChatGPT, Gemini, and Perplexity from 10 or more countries, we recommend starting with residential proxies — they provide accurate geolocation without the risk of detection on the part of AI services and work well with profiles in anti-detect browsers like Dolphin Anty or AdsPower when building a comprehensive checking protocol.