Bridging the AI visibility gap / Chapter 2
Visibility isn’t guaranteed in AI
Ranking well in Google doesn’t guarantee visibility in AI-generated responses, even though strong SEO can increase the probability of AI retrieval.
In December 2025, we ran real-world test queries across ChatGPT, Perplexity and Google’s Gemini to see how AI tools answer regulated questions today. These examples reflect observed behaviour, not a controlled experiment.
What AI tools return today
“What is a fixed-rate break fee?”
Banking
AI returns: Generic explanations or outdated fee examples, often without bank-specific context
Missing: Current bank fee schedules, Australian regulatory framing, attribution to the provider
"Is this medication safe during pregnancy?"
Health
AI returns: Generic international guidance, no Australian context, no brand attribution
Missing: TGA-approved information, local prescribing context, expert backing
"Can I withdraw super early for medical reasons?"
Superannuation
AI returns: Outdated COVID-era rules or generic hardship information
Missing: Current ATO thresholds, fund-specific processes, compliance framing
"Does health insurance include mental health cover?"
Insurance
AI returns: General category information, often from overseas insurers
Missing: Australian regulatory context, specific policy language, local provider networks
"What is the CGT discount this year?"
Finance
AI returns: Correct rate but outdated threshold examples or missing recent budget changes
Missing: Current-year examples, Australian context, attribution to ATO or major financial institutions
“The world of search is undergoing its most significant transformation since the advent of Google itself.”
— Aleyda Solís, SEO Consultant & Founder, Orainti
Side-by-side: Google vs AI
These queries returned meaningfully different outcomes across search engines and AI systems in December 2025..
| Same query | Typical Google search results (Dec ’25) | Observed AI responses (Dec ’25) |
|---|---|---|
| Is this medication safe during pregnancy? | TGA +hospital and pharmacy sites appear | Generic international safety guidance, limited Australian regulatory context |
| CGT discount Australia | ATO + major banks dominate results | Correct rate, examples not consistently current, limited attribution |
| Super early access rules | Government and major fund pages rank | Generic hardship summary, pandemic-era framing sometimes referenced |
Key insight: SEO is competitive and transparent. AI visibility is narrower, less predictable and harder to protect.
How misinformation gains momentum
Incorrect answers don’t just appear, they multiply.
- Repetition: Once surfaced, a source can appear again due to retrieval patterns, regardless of accuracy.
- Re-ingestion: Model updates and derivative tools can reabsorb outdated content.
- Reuse: AI-assisted publishing spreads errors into new sites, channels and documents.
In regulated contexts, this persistence matters because accuracy – not intent – shapes real-world outcomes.
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