How Pixis tracks brand visibility in AI answers
Paarath Sharma is an SEO Specialist at Pixis, which builds AI-powered marketing tools for consumer brands, performance teams and agencies. Sharma explains how brands can monitor their presence in AI answers, why accurate referral tracking matters, and where AI content workflows still need human checks.
Brands should check whether they appear in the AI answers their buyers seek, track assistant referrals accurately, and strengthen the technical and third-party foundations those answers draw on. AI can speed up content drafts, but outreach contacts still need verification and publishing at scale without editing is a risk.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
Pixis started by applying AI to one of advertising’s hardest problems: predicting which ads will perform before the budget is spent. That became Prism for performance and Adroom for creative. As buyers started asking ChatGPT and Perplexity for recommendations instead of searching Google, we built Pixis Visibility to show brands how they appear in AI answers. What makes us different is that we’re building a marketing harness rather than another point tool. It’s the layer that sits around AI models and gives them your brand context, your real performance data and the tools to act on it. In Visibility, that means AI visibility tracking, Google Search Console data and content production work together, so a team can see where it’s missing from AI answers and fix it in the same workflow.
Where does most of your new business come from today, and where do you wish it came from?
Today a large share comes from paid channels and our product-led free trial for Pixis Visibility, where people try the tool before they talk to us. I’d like more of it to come from organic search and from AI assistants recommending us unprompted. That’s the hardest kind of demand to earn, but it compounds, and buyers who find you that way arrive with more trust.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
Handed over: first drafts of blog content and the research behind them. I write the brief and set the target length from a SERP check, and the draft gets produced inside Pixis Visibility. That has cut our turnaround from one to two days to a couple of hours. Taken back: finding contacts for outreach. AI tools kept guessing email addresses from name patterns, and we were sending pitches to inboxes that didn’t exist. Now every address gets verified from a real source before it’s used.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Yes. We now see ChatGPT, Perplexity, Claude and Gemini show up as referral sources in GA4, though they only appear correctly once the attribution is set up properly, otherwise they get counted as direct. The bigger change is what people already know when they arrive. They’ve often asked an assistant to compare tools, so they come in with a shortlist and sharper questions. That’s why we track our own presence across AI assistants in Pixis Visibility for the prompts our buyers actually ask.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
Do: find the 20 to 50 questions your buyers ask AI assistants and check whether you show up in the answers. Get mentioned on the third-party lists and reviews those assistants cite. Fix your technical basics and set up GA4 so AI referrals aren’t counted as direct traffic. Ignore: “SEO is dead” takes, every new acronym promising a shortcut, and publishing unedited AI content at volume. AI answers still draw heavily on pages that rank well and get cited elsewhere, so the fundamentals matter more now, not less.
Thank you to Paarath Sharma and the team at Pixis for sharing what actually worked with Leaders Perception readers.
Want to share your playbook?
Leaders Perception publishes founder and operator interviews every week. A few questions, about five minutes, no calls. It is free and everyone we accept gets published.