The 5 Keys to Appearing in ChatGPT (and Selling More) in 2025
By Charlotte Journo-Baur, Founder of WISHIBAM
Just two years ago, this question wasn’t on the radar. Today, every marketing and digital director is asking: “How can I ensure my brand gets mentioned in ChatGPT when a potential customer asks about my products?”
This concern is legitimate. By 2025, one in four searches will begin with an AI assistant—no longer on Google. And unlike traditional search engines with their 10 blue links, ChatGPT often mentions only two or three brands. If you’re not in that top trio, it’s almost as if you don’t exist.
Having guided dozens of retailers through digital transformations, I can confirm: ranking in generative AI is as crucial as SEO for Google. But the rules are subtler, and they shift fast.
Here, I’m sharing field-tested strategies to gain visibility in ChatGPT and other conversational AI platforms—strategies approved by the retailers we support at WISHIBAM, helping them not only get cited but also generate measurable sales.
Why Being Visible in ChatGPT Has Become as Strategic as Google
Conversational AI: The New Consumer Search Reflex
Remember when nobody “googled” anything? Today, we’re witnessing a similar revolution with conversational AI. Consumers—especially younger ones—naturally turn to ChatGPT, Claude, Perplexity, or Bing Copilot for purchase recommendations.
Key figures:
- 27% of purchase-intent searches begin on a conversational AI interface (Accenture, Jan 2025)
- 41% among 18-34 year-olds
And it’s just the beginning.
Why this shift? These tools give synthesized, personalized, contextual answers—no more scrolling through dozens of results. Ask ChatGPT: “What’s the best washing machine for a family of 4 under $500?” You’ll get precise recommendations at once.
Contrary to what some believe, these recommendations directly drive purchasing decisions. According to McKinsey, 68% of regular conversational AI users have bought a product specifically based on an AI recommendation. That’s huge.
One of our partner retailers specializing in home appliances observed a 22% increase in store visits for products often mentioned by ChatGPT. The correlation is clear.
What This Changes for Retail Brands: Visibility, Credibility, Conversion
The impact for brands goes beyond mere visibility. Being cited by ChatGPT gives you authority and credibility—even more than Google’s top rankings.
Why? Because conversational AI doesn’t just list your brand, it recommends it. These recommendations feel objective, based on facts—not ads. It’s like getting advice from a trusted expert, not a commercial.
This perception changes everything in the buying journey. Brands mentioned by ChatGPT see a 31% higher conversion rate than those that aren’t (WISHIBAM data). AI has already pre-selected and built trust for you.
On the flip side, being absent is problematic. A fashion retailer noticed a drop in young customer traffic. After analysis, we found that ChatGPT never mentioned their brand in ethical fashion recommendations—their main positioning. For AI-savvy shoppers, the retailer had become invisible.
Good news: This is not inevitable. There are concrete ways to influence your presence in these tools—accessible to all retailers, regardless of size.
Concrete Levers to Appear in ChatGPT Responses
Create Useful, Structured, and Humanly Credible Content
First: ChatGPT and similar AIs do not work like Google. They’re not looking for keywords, but for relevant, structured, credible info to answer real questions.
What matters:
- Quality of info over quantity or aesthetics
- Real utility, context, and testimonials
- FAQs with real customer questions
Your product pages, for example, shouldn’t just list specs and a short description. To be “ChatGPT-friendly,” include:
- Use cases
- Comparative advantages
- Customer testimonials
- Product-specific FAQs
One home decor client tripled their ChatGPT mentions after enriching product pages with “ideal for” and “what our customers say” sections. Context helps AI answer questions like: “What lighting for a Scandinavian living room?”
Your “About Us” content matters too. AI values real brand stories, CSR initiatives, and technical innovations—anything giving substance to your expertise.
Pro tip: Build a comprehensive, expertise-driven FAQ. Don’t just cover delivery or returns—tackle deep industry questions. If you sell bikes, answer: “How to choose the right frame size?” and “What’s the range of an e-bike in town?” These are prized by AI.
Be Indexed in the Right Databases and Open Platforms
Quality content isn’t enough—it must be accessible through AI’s favored sources.
ChatGPT doesn’t crawl the entire web in real time. It relies on structured databases and trusted sources.
- Wikipedia/Wikidata: Highly valued. A robust Wikipedia page is a major asset (adhering to notability and neutrality).
- Local Data: Google Business Profile, OpenStreetMap, and local directories are critical for physical locations.
- Press Coverage: Recognized media mentioning your brand boost your AI visibility. Targeted PR campaigns matter.
- Customer Review Platforms: Trustpilot, Google Reviews, and marketplace reviews influence AI’s perception of satisfaction.
- Industry-specific Databases: Sector directories, buying guides, price observatories reinforce legitimacy.
A restaurant chain we work with saw a 47% increase in ChatGPT mentions after a full update of local data.
How Wishibam Connects You to AI While Maintaining Control
Sovereign Omnichannel Digitalization, Designed for the AI Era
The question is no longer whether to adapt your digital strategy, but how—while maintaining independence.
This is our WISHIBAM philosophy: a sovereign omnichannel digitalization approach, built specifically for conversational AI.
Our platform structures all your data—products, stores, services, expertise—in a way that’s readable by AI, while keeping you fully in control.
- Your data remains yours, not locked in a walled garden.
- We automatically enrich product listings with the attributes AI looks for.
- We synchronize real-time data about availability, services, opening hours…
One of our strengths: creating semantic bridges between your know-how and consumer questions. For a DIY retailer, we mapped over 2,000 ways customers ask about products and linked them to the right solutions. Result: ChatGPT now mentions them in 78% of relevant queries.
This means you’re present in AI without being dependent on the platforms themselves. If tomorrow’s leading AI changes, you’re already ready.
Concrete Cases: How Local Retailers Became Visible in ChatGPT
Let’s look at real-life results from retailers who transformed their AI visibility with our help:
Maison Duroc (upscale furniture, 7 stores in France):
- Previously invisible in ChatGPT’s “quality furniture” answers.
- After 3 months of work, cited in 62% of sustainable/artisanal furniture queries.
- 17% of new in-store customers discovered the brand via conversational AI.
Les Jardins de Provence (independent garden centers):
- We highlighted local expertise—species adapted to the Mediterranean, personalized advice, local production.
- Structuring this for AI delivered +41% mentions in ChatGPT and +28% in-store traffic in 6 months.
Techno+ (regional electronics retailer):
- Previously overshadowed by pure players in AI suggestions.
- By showcasing distinctive services (personalized advice, installation, rapid after-sales), they are now recommended by ChatGPT for expert purchases.
These cases prove sovereign omnichannel is strategic for retailers in the AI era. Early movers seize a decisive advantage.
Conclusion: Prepare Now for the AI Retail Era
The revolution is underway—and moving faster than predicted. In months, conversational AI has become a major influence in the buying journey.
For retailers, the challenge is clear:
- Adapt your digital presence for AI visibility and recommendations,
- Keep control over your data—don’t become dependent!
At WISHIBAM, we’re convinced: sovereign omnichannel—structuring your data for AI without losing ownership—is the winning approach for retailers of all sizes in this new ecosystem.
Don’t let algorithms decide your fate. Structure your presence, highlight your expertise—because in a world where ChatGPT shapes buying decisions, missing from its answers is like closing your store doors.
FAQ: How to Rank in ChatGPT
How can I know if my brand is mentioned by ChatGPT?
There’s no official tool yet. The most reliable approach is to regularly test different question formulations about your products or services. At WISHIBAM, we’ve developed a monitoring system that simulates hundreds of user queries to track your AI citation rate.
Do I need to pay to appear in ChatGPT results?
Currently, ChatGPT doesn’t offer paid placements like Google Ads. Your presence relies on the quality and structure of your data and your presence in trusted sources used by AI. Paid options may come in the future, but organic credibility will always be key.
Can small retailers compete with big brands in ChatGPT?
Absolutely! Unlike classic SEO where budgets rule, AI values specialized knowledge and quality information. A small retailer with rich, structured content can be recommended alongside giants. Many of our independents now outperform national brands in their niche.
How long does it take to improve visibility in ChatGPT?
Results typically appear in 1-3 months after updating your strategy. Timelines depend on your base, your sector, and scope of improvements. Our projects usually show significant progress around 3 months, with ongoing gains over time.
How can I measure the ROI of an AI ranking strategy?
Combine several metrics: frequency of your mentions in AI answers, traffic (web and in-store) traceable to AI, and final conversion rates. Most WISHIBAM clients see positive ROI as soon as month 4, with the impact steadily rising as AI adoption grows.