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Level 2 — Strategic
Being found is not the same as being understood.
There is a worse outcome than an AI assistant not mentioning you. It is an AI assistant mentioning you and getting you wrong — describing you as the cheap option when you compete on quality, listing a capability you retired two years ago, or framing you as a smaller alternative to a competitor you have been outperforming since 2023.
That description is not coming from your website. It is assembled from everything about you online: review sites, directories, comparison articles, forum threads, press coverage, partner pages, and a long tail of sources you have never audited.
Most companies have never looked at that footprint as a whole. AI systems look at nothing else.
The gap nobody measures
Every company has a positioning statement. Very few have checked it against what a machine actually says when a buyer asks.
"Premium, specialist, built for enterprise."
"A lower-cost alternative to [competitor], suited to smaller teams."
"Twenty years in the sector."
"A newer entrant in the market."
"Full service across the region."
"Primarily active in [one country], per its listings."
Illustrative. The real version of this table is the first thing we build for you — and it is usually the moment the conversation gets serious.
What we do
Level 2 is a programme, not a project. It runs across quarters because perception moves across quarters.
Define the position
Before we change anything, we agree what you want to be known for: the category you want to own, the attributes and values you want attached to your name, and the comparisons you want to win. One page, written, signed off.
Everything downstream is measured against it. This is also, quietly, where a lot of the value is — a business that cannot be summarised clearly cannot be recommended clearly, by a model or by a person.
Audit the full footprint
We map every significant source shaping how AI systems describe you — owned, earned, reviewed and discussed — and score each against the agreed position, in every market and language that matters to you.
This is usually the moment clients discover that a five-year-old directory listing is doing more damage than their competitor's marketing budget.
Close the gap between position and perception The work itself
A programme across channels, run by us: correcting and refreshing third-party sources, earning presence where your category is genuinely discussed, restructuring your own content around the position, and building the comparison and definitional material AI systems reach for when a buyer asks who is best at what.
This is months of unglamorous follow-through, and it is the reason the results compound. No tool can do it, and most agencies will not sustain it past the first quarter.
Hold the line
Positioning drifts. Sources go stale, competitors publish, models update. We track how you are described over time and act when it slips — which is the part nobody budgets for and everybody needs.
Review quarterly, in depth
A written strategic review each quarter: how perception has shifted, where competitors have moved, what we recommend next. Substantial documents you can take to a board, not slide decks you have to sit through.
What you get
Who this is for
A good fit
Companies where being described wrongly costs real money: crowded categories where differentiation is subtle, premium propositions competing against cheaper alternatives, businesses that have repositioned and whose online footprint has not caught up, and firms whose reputation is their product.
Also anyone selling across several European markets, where the description can be right in one language and wrong in another.
A poor fit
Anyone who needs a number to move before the next board meeting. Perception shifts over two to four quarters, and we would rather lose the work than promise otherwise.
If you need momentum this quarter, start at Level 1 and come back to this.
Questions
Is this PR?
It overlaps, but the target is different. PR aims at human audiences reading coverage. We aim at the machine layer that now sits between your buyers and their decision — which means we care about sources humans rarely read but models weigh heavily, and about structure and consistency in ways a press office would not think about. Level 2 works well alongside a PR function; we brief them rather than replace them.
Can you make an AI stop saying something inaccurate about us?
Not directly — no one can edit an AI's answer. What can be changed is the evidence it draws on. When the underlying sources are corrected, updated and outweighed by accurate ones, the description shifts. It takes longer than anyone would like, and it works.
How long does a repositioning like this take?
Expect two to four quarters for a substantial shift, and treat anything faster as a bonus rather than a plan. As a reference point: a health sector client came to us in early 2025 with no presence at all in AI answers for its category, and by early 2026 was the most frequently mentioned brand in that category across all the major assistants. Twelve months, sustained work, no shortcut.
We sell across several countries. Does that change things?
It makes Level 2 more valuable and more work. Assistants draw on different sources by language — national review sites, local directories, domestic trade press — so your position can be accurate in English and wrong in German or Italian. We audit and correct per market. This is a large part of why we run a distributed European team rather than translating from one office.
We are in a regulated industry. Is it different?
Yes, and usually harder. In health, finance and legal categories, assistants are noticeably more conservative: they hedge, they defer to professionals, and they lean heavily on institutional and editorial sources rather than company websites. That shifts the work away from your own domain and towards the sources those models trust. Slower, lower ceiling — but far less competition, because most firms in regulated categories have not started.
Find out how you are being described
Tell us your category and your three main competitors. We will run your visibility across the major AI assistants and send you a written scorecard: where you appear, where they appear instead, how each of you is described, and the three things we would fix first.
Get your AI Visibility ScorecardNo call required. Written response within one business day.