ChatGPT Still Leads AI Usage. What Should Your Business Do About It?

AI search visibility is whether your business is mentioned, recommended or cited in answers to relevant customer questions. Try one question first: ask ChatGPT something a customer would ask before knowing your company’s name. Save the answer, including any mentions and cited pages.

For a family-run hotel in Lucerne, those questions might be:

• Where can a family stay in Lucerne with parking and breakfast?
• Which hotels near the station allow dogs?
• Where can we book a small team meeting with an overnight stay?

Begin with questions from enquiries and customer conversations. Search Console can reveal the wording people already use to find your website. Group those queries around the underlying need, then turn them into questions worth testing in AI services.

The visibility tracker we built at SPS follows this pattern: a catalogue of questions, a choice of models, and saved answers and sources. It can flag whether Swiss Product Studio is mentioned or productstudio.ch is cited. Keeping the answers lets us inspect what was said and which sources were used.

Choose the platforms your customers use, such as ChatGPT, Claude, Gemini or Perplexity. Send the questions to each one, repeat the checks regularly, and track mentions, recommendations and cited pages separately. Keep the wording, language and target market consistent so you can compare results over time.

One response will not tell you how often you appear. Repeated checks give you a better picture of which questions bring your business into the answer. ³

Want these checks and reports to run automatically? Discuss AI visibility tracking with Swiss Product Studio.

Read how the assistant describes your business. Does it understand who you help and where the customer should go next?

For the hotel, that means clear information about rooms, parking, pets and meeting facilities, with a useful route to availability and booking. For your business, it means answering the questions that matter before an enquiry.

Measure enquiries as well as referral clicks. Graphite found that only 21% of leads who reported discovering it through AI arrived directly from an AI service. The rest came through search or direct visits. Asking customers how they found you can help fill that gap. ⁴

Imagine the customer asks an agent to find a suitable hotel and arrange a stay. It reaches your booking page but cannot tell which room fits the request or whether the selected dates are available. The customer has to take over.

An agent can already use ordinary websites through screenshots, page structure and accessibility information. Clear forms and visible results help it complete the task.

WebMCP gives compatible browser agents explicit actions they can use on your website, such as checking availability or preparing a booking. The tools work within the visitor's existing page session. Chrome currently offers it as a proposed standard under an origin trial, so support depends on the browser and agent. ⁵

We use WebMCP on our own website. On our booking page, a compatible agent can find available times and book a 30-minute operations review.

Try it in a compatible agentic browser: open our booking page and ask, “Find available 30-minute meeting times with Swiss Product Studio next week.”

Live example captured on 10 November 2026: the agent retrieved 20 available times for 16–22 November. The normal booking interface remains available.

Both routes should follow the same business rules and permissions. A success message should mean the reservation exists. ⁶

Test whether the agent completes the task correctly, how long it takes and when someone has to intervene. That tells you whether WebMCP improves a journey that matters to the business.

Want agents to complete tasks on your website? Discuss your WebMCP integration with Swiss Product Studio.

A ChatGPT plugin can also be a way to market your product by making it useful while a customer is researching or planning. It can include skills: instructions that guide the AI through specific tasks with your product, alongside connections to relevant information and actions. ⁷

Radisson's plugin lets travellers compare hotel prices, amenities and locations in ChatGPT, then continue to its website to reserve. The product becomes part of the planning conversation, with a clear path to a booking. ⁸

Start with a useful customer task: a comparison, a configured product or a prepared request. That gives people a reason to use the plugin. A directory listing is the starting point.

Want customers to use your product inside ChatGPT or another AI platform? Discuss a plugin with Swiss Product Studio.

Swiss Product Studio can help you:

• Know when AI mentions your business, with automated visibility checks and regular reports.
• Let AI agents act on your website, with WebMCP actions for useful customer tasks.
• Make your product usable inside ChatGPT and other AI platforms, with plugins prepared for their stores.

Bring your website and one customer question or task. We’ll work through whether visibility tracking, WebMCP or a plugin is the right first step.

Book a 30-minute call

1. OpenAI. Introducing ChatGPT. Original announcement, 30 November 2022. ↑1
2. Graphite. The State of Gen AI. Published 9 November 2026. September 2026 platform-session estimates from Similarweb; the comparison with the other five platforms is calculated from its chart. ↑1
3. Graphite. Demystifying Randomness in AI: Key Takeaways. Repeated responses and estimating brand visibility. ↑1
4. Graphite. How To Gather Real AI Prompts. Self-reported AI discovery and referral sources in its own lead data. ↑1
5. Chrome for Developers. WebMCP. Website tools, page-session context and browser support. ↑1
6. Chrome for Developers. WebMCP best practices. Shared application rules and results that reflect the saved state. ↑1
7. OpenAI. Plugins. Skills, connected tools and optional interfaces. ↑1
8. OpenAI. Radisson Hotel Group brings hotel discovery into ChatGPT. Hotel comparison in ChatGPT followed by booking on Radisson's website. ↑1