How to optimise your business for ChatGPT and AI search tools

• AI search optimisation is now essential alongside traditional SEO.
• Investors are increasingly using AI tools for company research.
• AI optimisation directly impacts investor visibility.

As artificial intelligence (AI) transforms the way people search for information, ASX-listed companies must adapt their digital strategies to stay visible. Whilst traditional search engine optimisation (SEO) remains important, it’s no longer sufficient on its own.

Enter AI search optimisation, also emerging under terms like Generative Engine Optimisation (GEO). This is a new frontier in ensuring your business appears in AI-generated responses.

AI tools like ChatGPT, Google’s Gemini, Microsoft Copilot, and AI-powered search engines like Perplexity are now being integrated into how investors seek company insights. It goes without saying that your team needs to make sure your content is discoverable across this expanding AI ecosystem.

^{AI search optimisation is now essential alongside traditional SEO.}

What Is AI Search Optimisation?

AI search optimisation is the process of structuring your online presence, so your company appears in responses generated by AI platforms. Traditional SEO focuses on keyword rankings and backlinks for search engines like Google. Meanwhile, AI optimisation considers how AI systems process information from trusted sources to generate conversational responses to user queries.

In practical terms, when an investor asks an AI tool for information about ASX-listed companies, those that have implemented AI optimisation strategies are more likely to be referenced accurately in the AI’s response. However, it’s important to understand that businesses have limited direct control over AI-generated content, as these systems synthesise information from multiple sources in ways that can vary between queries.

Why AI Optimisation Matters for Investor Relations

Studies show investors are increasingly turning to AI tools for preliminary company research. Rather than sifting through multiple websites, they pose direct questions to AI assistants and expect summarised, relevant answers. More institutional investors now use AI tools as part of their research process.

This shift in behaviour means:

• Your investor content must be clear, consistent, and structured in ways AI can easily process
• Your digital footprint must span multiple reputable platforms to increase the likelihood of AI systems accessing your information
• You need to understand how different AI platforms work and where your target audience is most active

^{Investors are increasingly using AI tools for company research.}

Practical Steps for AI Optimisation

1. Audit Your Content for AI Readiness

Review your investor-facing materials through an AI lens. Is your content structured with clear headings, bullet points, and factual statements? AI systems perform better with well-organised, unambiguous information.

Example: Instead of “We’re doing great things in the sustainability space,” write “XYZ Company reduced carbon emissions by 25% in FY2024 through implementation of solar energy systems across 12 manufacturing facilities.”

2. Strengthen Your Multi-Platform Presence

Maintain consistent, up-to-date information across:

• Your company website with structured data markup
• ASX announcements and regulatory filings
• News coverage and media channels, like Proactive Investors
• Professional networks, like LinkedIn
• Relevant industry directories and databases

3. Leverage Platform-Specific Features

For ChatGPT: Consider creating a Custom GPT for your business through OpenAI’s GPT Store. Upload key documents, provide website links, and define your business clearly. Make it public and searchable so users can discover it.

For Google’s Ecosystem: Ensure your Google Business Profile is complete and regularly updated, as this feeds into Gemini’s responses about businesses.

For Microsoft Platforms: Optimise your presence on LinkedIn and ensure your business information is current across Microsoft’s business directories.

4. Focus on Credible Source Building

AI systems prioritise information from authoritative sources. Invest in:

• Getting coverage in reputable industry publications, such as Proactive Investors
• Building relationships with financial journalists
• Ensuring your executives are quoted as subject matter experts
• Maintaining an active, professional presence on platforms where AI systems source information

^{AI optimisation directly impacts your investor visibility.}

Important Limitations and Considerations

AI optimisation isn’t a guarantee of visibility. AI systems can be inconsistent, and responses may vary based on factors beyond your control. Additionally, AI-generated information about your company may not always be accurate or complete, making ongoing monitoring essential.

It’s also worth noting that this field is rapidly evolving. What works today may change as AI systems are updated and new platforms emerge. Staying informed about AI platform developments is crucial for maintaining effectiveness.

Looking Forward

AI search optimisation represents a significant shift in how businesses must think about digital visibility. For ASX-listed companies, it’s an opportunity to position themselves where investors are increasingly conducting their research. The companies that adapt early to this AI-driven landscape will have a competitive advantage in investor communications.

By taking a comprehensive approach that spans multiple AI platforms and focuses on creating clear, credible, structured content, businesses can improve their chances of being accurately represented in the AI-powered investor research process.

Need help gearing up your website for AI optimisation? Contact IRM on +61 2 8705 5444 or at clientrelations@irmau.com to discuss how we can help position your company for success in the AI-driven investment landscape.