How Entity Confidence Works

AI-powered search engines — including ChatGPT, Gemini, and Perplexity — are changing how people find and choose businesses. Instead of returning a list of links, they recommend specific businesses by name.

To recommend your business, an AI system needs to find clear, consistent, and credible information about what you do, where you operate, and why you can be trusted. If that information is missing, incomplete, or contradictory, AI systems will recommend a competitor instead.

Entity Confidence helps UK businesses understand and improve their AI visibility — systematically and measurably.

What we assess

Our methodology is the product of extensive research into the concept of entity confidence. Using it, we conduct a multifaceted interrogation of five dimensions of your business’s AI visibility — running more than 40 individual queries and assessments before analysing the results in detail.

The five dimensions cover how clearly your business communicates what it does, how credibly it appears to AI systems, how relevant its content is to the questions your customers actually ask, how consistently its information appears across the web, and how current and actively maintained its presence is.

The output is not a set of raw scores. AI visibility operates in a fluid, constantly changing environment — one where no measurement system can claim the kind of precision that hard numbers imply. What we deliver instead is a thorough, expert analysis that gives you a clear view of your current position, a readiness band reflecting where you stand overall, and a specific set of action points that will bring you measurable improvements. For subscribers, the entire process is repeated every month.

The process

Step 1 — Free AI Visibility Check

We assess your business across all five dimensions and produce your AI Confidence Insight report. This is free, and places are currently available through our limited early access programme.

Review your results

Your report shows how AI systems currently see your business, where the gaps are, and what is holding you back from being recommended more consistently.

Act on your Roadmap

Subscribers to AI Confidence Roadmap receive a detailed action plan, monthly monitoring, and updated recommendations as your visibility improves over time.

Rinse and repeat

Keep up your actions and watch your progress up the scale.

Start here

Apply for your Free Early Access spot in our improvement programme.