What are AI search engines?
AI search engines are chat-style tools that answer a question in plain language instead of just showing a list of links. Most of them search the web as they answer and show the sources they used.
For a small business, that changes how people find you. Someone might ask “who are the best roofers in Bristol for flat roofs?” and get a short answer naming three businesses. If you are not one of them, you may never be seen. This is why many people now talk about answer engine optimisation (AEO) and generative engine optimisation (GEO). If those terms are new to you, read what is AEO? first.
The good news is that the four main tools all reward much the same things. You do not need four separate strategies.
How do ChatGPT, Gemini, Perplexity and Copilot compare?
Each tool is made by a different company and gets its web information in a slightly different way. The table below gives a simple overview.
| Tool | Made by | Where it gets web information | What helps you appear |
|---|---|---|---|
| ChatGPT | OpenAI | Its own search, sometimes with partner search providers | Let OpenAI’s search crawler reach your site; clear, factual pages |
| Gemini | Google’s services, with links to sources when available | Strong Google presence, including Search and your Business Profile | |
| Perplexity | Perplexity AI | Live web searches, with numbered source footnotes | Well-structured pages that answer questions directly |
| Copilot | Microsoft | Bing search results | Bing indexing and Bing Webmaster Tools |
All four have free versions that work in the UK, so your customers may be using any of them. Paid plans add more features but use the same web sources.
Where does ChatGPT get its information?
ChatGPT can search the web for current information, and OpenAI says it sometimes works with other search providers to do this. Web search is available on the free plan as well as paid plans.
OpenAI’s ChatGPT search help page says that to appear in results, you should allow its OAI-SearchBot crawler to access your site and make sure your hosting or CDN does not block it. OpenAI also says placement is not guaranteed. For local questions, ChatGPT may use the person’s approximate location and can show business listings and, in the mobile apps, a map.
Not sure if AI tools can see your business?
We check how your website and Google Business Profile appear across search and AI tools, then fix what is holding you back.
How do Gemini and Google’s AI features find businesses?
Gemini is Google’s assistant, so a strong presence in Google Search and Google Maps is the best foundation. When Gemini uses web information, it can show a Sources button with links to the pages it relied on.
Google explains how Gemini shows these sources and related links. Separately, for AI Overviews and AI Mode in Google Search, Google says there are no special requirements beyond normal SEO. Your pages need to be indexed and eligible to show with a snippet, and it recommends keeping your Business Profile up to date. You can read more in our guide to Google AI Overviews for local businesses.
How do Perplexity and Copilot choose their sources?
Perplexity searches the web live for each question and shows numbered footnotes linking to its sources. Copilot is grounded in Microsoft’s Bing search results.
Perplexity says it searches the internet in real time and condenses the most relevant findings into one answer, with links so people can check them. Pages that answer a question directly near the top tend to be easier for it to use.
For Copilot, Bing matters. In 2026 Microsoft rewrote its Bing Webmaster Guidelines to cover Copilot answers and citations, as Search Engine Journal reported. The guidance encourages stating facts clearly, keeping business names consistent, focusing each page on one topic and putting key information near the top. Bing Webmaster Tools also now includes AI performance reporting. Many small businesses have never verified their site with Bing, so this is often a quick win.
What steps help you show up in all four AI tools?
Get the basics right once and they help everywhere. These steps work across Google, Bing and the AI tools that rely on them.
- Check your robots.txt and hosting settings do not block search and AI crawlers you want to reach you.
- Verify your site in Google Search Console and Bing Webmaster Tools.
- Complete your Google Business Profile, with accurate categories, hours and service areas.
- Write a clear page for each service, with the town or area you cover.
- Answer common customer questions in plain language, with the direct answer first.
- Keep your business name, address and phone number the same everywhere online.
- Collect genuine, detailed reviews and reply to them.
- Add structured data so search engines understand your business details.
Reviews play a bigger part than many owners expect, which we explain in how reviews affect your visibility in Google and AI search. A fast, well-built site also helps, so fix a slow or dated website early.
How can you tell if AI search is sending you customers?
Some AI tools pass referral information when people click through, so you can often see visits in Google Analytics 4. Not every mention leads to a click, so traffic is only part of the picture.
Check your GA4 referral sources for sites such as chatgpt.com, perplexity.ai, gemini.google.com and copilot.microsoft.com. Ask new customers how they found you, too. Our guide to tracking AI traffic in GA4 shows you how to set this up step by step.
FAQs
Are ChatGPT, Gemini, Perplexity and Copilot free to use?
Each has a free version available in the UK, with limits on some features. Paid plans add more usage and tools but draw on similar web sources.
Which AI search engine should my business focus on?
You do not need to pick one. Good SEO, a complete Google Business Profile, Bing indexing and genuine reviews help you across all four.
Does Copilot use Google or Bing?
Microsoft Copilot is grounded in Bing search results. Verifying your site in Bing Webmaster Tools is a sensible step if you want to appear in Copilot answers.
Can I pay to be recommended by ChatGPT?
No. OpenAI says placement in ChatGPT search results is not guaranteed and is based on several factors. The way in is useful, crawlable content and a strong reputation online.
Do I need a special file for AI tools?
There is no required file for any of the four tools. Some sites add an llms.txt file, but clear, crawlable pages matter far more.
