Why every brand should have a "find us on ChatGPT" button. And why most can't.

The CTA writes itself. Millions of people are already using AI to find services, compare providers, and make decisions. Putting a button on your site that says "find us on ChatGPT" seems obvious. Low effort. High signal.

So why hasn't your brand done it?

The "Google us" moment

There was a brief period in the late 2000s when putting "Google us" on a business card was a power move. It said: we're confident enough in how we show up that we'll send you there directly.

That confidence was earned. The brands that said it ranked well.

The same logic applies here. "Find us on ChatGPT" is a confidence signal. It works if you surface accurately and consistently. It backfires if you don't. Unlike poor SEO, which is simply invisible, a bad AI result is immediate and public. A customer who Googles you and lands on page three just doesn't find you. A customer who asks ChatGPT about you and gets a vague, wrong, or competitor-skewed answer has a worse experience. You directed them there.

The infrastructure question most brands haven't answered

AI systems don't index the web the way Google does. They learn from it, reason across it, and synthesise answers from it. Whether your brand surfaces accurately depends on whether you've given those systems enough structured, consistent, authoritative information to work with.

Most brands haven't. They've invested in SEO for a search paradigm that is shifting beneath them. AI visibility requires different work: structured data, clear entity relationships, consistent information architecture across every channel the models learn from.

The CTA is the front end of that problem. Before a brand can honestly point customers toward ChatGPT, it needs to know what ChatGPT says about it, how consistently it says it, and whether the answers reflect how the brand wants to be represented.

Few brands have done that audit. Fewer have acted on it.

What the button actually requires

Adding the CTA takes thirty seconds. Earning the right to use it takes longer.

A brand needs to understand how it currently surfaces across the major AI platforms. ChatGPT, Gemini, Perplexity, and AI-powered search all draw on different data sources and produce different outputs. The same brand can appear authoritatively in one and barely at all in another.

It needs structured, machine-readable information those systems can use. A well-optimised website is the starting point, not the finish line. Clean schema markup, consistent entity data, and content that answers the questions AI systems are likely to be asked about your category.

It needs a monitoring framework. AI outputs change as models update. A brand that surfaces well today may not in six months. There is no dashboard for this yet, which makes the discipline more important, not less.

Why service brands have more to lose

For a retailer the stakes are manageable. If ChatGPT gets a product detail slightly wrong, the customer clicks through and sees the correct price. The transaction corrects the error.

Service brands have less room for that. Insurance, financial products, utilities, telecoms: these are considered purchases where the AI-generated answer often is the research. If a customer asks ChatGPT which energy supplier suits a household like theirs and your brand doesn't feature, or features badly, that customer is gone before they've visited your site.

The "find us on ChatGPT" CTA looks like a branding question. Underneath it is a distribution question. The brands that solve the distribution question first will have a real advantage. The CTA is just how they'll show it.

The window is open

The brands investing in AI visibility now are building an advantage that will compound. The ones waiting for a clear standard or a reliable dashboard are burning time they won't recover.

The button is simple. The work behind it isn't. But it's the same work that will determine whether your brand is visible in the channel that is, right now, taking share from every other one.

The question worth asking is whether you've earned it yet.