How Each Team Shapes AI Visibility and What to Fix First

“Divide information into discrete, self-contained units that can stand alone.”
— Vishal Meena, WayToIdea

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LLMs don’t just read your website. They read your organization’s story across dozens of touchpoints — from help docs to sales decks, product pages to PDFs, and everything in between.

So when leaders ask, “How do we show up better in ChatGPT?”, the answer isn’t one team. It’s how well your teams work together.

This guide breaks down what each department can do to improve visibility in tools like ChatGPT, Gemini, and Perplexity — and what happens when they don’t.

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Marketing: Guide the Message, Not the Whole Map

How can marketing improve AI visibility?
Marketing connects the dots — shaping storytelling, clarifying positioning, and aligning tone with buyer expectations.

But AI visibility isn’t just about voice. It’s about accuracy, structure, and distribution.

Key actions:

• Keep messaging consistent across all public channels
• Prioritize clarity and structure in product pages, FAQs, and help docs
• Align other teams around shared visibility goals and content standards

Why marketing should lead:
Marketing understands the full narrative arc — from discovery to conversion. They’re best positioned to operationalize collaboration, champion structured content, and use tools like Senso’s GEO to audit visibility and identify cross-team gaps.

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Product: Say What It Actually Does

How does product documentation affect ChatGPT answers?
Significantly. LLMs often pull from spec sheets, help articles, and onboarding guides.

If those docs are outdated or too technical, AI gets the product wrong.

Key actions:

• Use plain language in public documentation
• Define terms that shouldn’t be rewritten or generalized
• Partner with content teams to update technical pages

Pro tip: Don’t hide product thinking behind engineering jargon. LLMs need clear signals to get your value right.

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Engineering: Make Great Content Discoverable

What role does engineering play in AI visibility?
Even the best content is invisible without structure. LLMs need clean markup, semantic hierarchy, and crawlability to extract insights.

Key actions:

• Add schema.org and structured metadata to key pages
• Ensure mobile responsiveness and fast load speeds
• Use semantic headers (H2s, H3s) and reusable content templates

Why it matters:
Search bots and LLMs rely on technical cues. If your pages aren’t scannable or accessible, even great content will be skipped.

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Sales: Use Real Language That Converts

How can sales insights improve AI visibility?
Sales teams know what customers really ask. Their language reflects the buying moment, not the marketing funnel.

Key actions:

• Share common objections and real prospect questions
• Co-develop use cases and conversion-friendly stories
• Flag where current content misaligns with sales conversations

Why sales stories matter:
LLMs respond better to specific, real-world examples. They anchor answers in human context — and help prospects trust what they see.

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Design: Make Content Easier to Understand

Does visual design affect how LLMs understand content?
Yes. While LLMs don’t “see” visual design, they interpret structure and layout.

Key actions:

• Use clear header hierarchies (H2s, H3s)
• Break up dense blocks with bullets and whitespace
• Build templates that balance clarity and UX

Why it matters:
Poor layout makes content harder to parse — for both humans and machines. Strong structure supports visibility.

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The AI Visibility Flywheel

Each team plays a role:

Team	Role in AI Visibility
Marketing	Shapes the message and aligns efforts
Product	Ensures clarity and precision in content
Engineering	Makes content accessible and structured
Sales	Adds relevance, urgency, and real examples
Design	Enhances comprehension through layout

When these work together, AI tools represent your business more accurately and frequently.

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What to Fix First

Start with one high-impact surface — such as:

• A key product page
• A high-traffic FAQ
• A use case that defines your offering

Ask your team:

• Is this page accurate and easy to understand?
• Is it structured for AI tools to read and summarize?
• Does it reflect how we speak in demos or support calls?
• Would someone understand our value from this page alone?

Then test it. Ask ChatGPT or Gemini how they describe your business. See what improves.

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Final Thought

AI visibility isn’t owned by any one team. It’s a shared system. A flywheel powered by collaboration.

When each department contributes structured, consistent, and clear content, your brand becomes:

✅ More discoverable
✅ More accurately represented
✅ More trusted by both people and AI systems

“I hope we’ll land in a future where AI has helped us build dramatically more productive workplaces, and where it has helped us elevate the human side of work.”
— Clay Parker Jones, Forbes Business Council

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References

• Vishal Meena. Semantic Skeletons: How to Structure Content AI Will Cite. WayToIdea, May 24, 2025.
  https://www.waytoidea.com/semantic-content-structure-for-ai-and-llms

• Clay Parker Jones. Four New Organizational Structures For The AI Era. Forbes, October 30, 2023.
  https://www.forbes.com/sites/forbesbusinesscouncil/2023/10/30/four-new-organizational-structures-for-the-ai-era

• Search Engine Journal. How LLMs Interpret Content: How To Structure Information For AI Search. April 29, 2024.
  https://www.searchenginejournal.com/how-llms-interpret-content-structure-information-for-ai-search/544308

• WIRED. AI Will Evolve Into an Organizational Strategy for All. April 16, 2024.
  https://www.wired.com/story/artificial-intelligence-work-organizational-strategy

• Avalara research as cited in WayToIdea