As if the day-to-day business challenges weren’t enough to keep you on your toes, now you must steer your manufacturing/industrial company through the increasingly complex and dynamic digital landscape. Pause to think: Is your business truly visible in the new world of search? Ten years ago, buyers found suppliers on Google search. Today’s buyers ask AI ‘advisors’ like ChatGPT, Google’s AI Overviews, Perplexity, and Copilot, for direct recommendations and expect instant, credible answers.
That shift is massive. Over 60% of online searches now end with zero clicks, because AI tools provide instant answers without requiring users to visit a website. So, the question is: When buyers ask an AI chatbot to find the best suppliers, will it mention you or your competitors?
What’s Different about AI Search? Why Does It Matter?
Traditional search engines rely on ranking web pages. AI tools do something very different:
- They read, summarize, and recommend shortlists for buyers. They answer questions directly and will usually recommend only one or two companies, not ten blue links.
AI systems rely heavily on:
- Structured data (like schema markup): Structured data is a way of organizing information on your website so that search engines and AI tools can easily understand what your business offers and recommend it to potential buyers.
- Clear, factual technical content: Straightforward, accurate technical information helps AI tools and search engines correctly identify what your company does and recommend it to buyers looking for specific capabilities.
- Credibility signals: Display proof of certifications, list your business in trusted directories, and share case studies to build trust with AI systems and human buyers.
- Consistent online presence across trusted sources: Ensuring your company information is accurate and regularly updated on various reputable websites helps AI tools verify your business and recommend your company instead of competitors.
If AI can’t “understand” what your company does or can’t verify it across multiple sources, it won’t mention you.
True Story: A Manufacturer’s AI Search Victory
A Midwest machining company wasn’t being mentioned by any AI tool. They were invisible, despite having great capabilities.
Marketing Metrics Corp.’s AI SEO team helped them:
- Implement schema markup across their service and capability pages
- Strengthen trust signals by clearly publishing ISO certifications and case studies
- Create concise, quotable technical content that AI systems could confidently summarize
Within 60 days, the results were dramatic:
- ChatGPT and Google AI Overviews began listing them as a top machining company in their region.
- Website inquiries increased 37% in six months.
- They closed two enterprise contracts, and both prospects said the same thing:
“We found you through AI search.”
What Manufacturers Can Do Right Now
Here are practical, non-technical steps your company can take today.
- Make Your Business “Machine-Readable” Online
AI tools rely on structured data to interpret your capabilities. Think of this as giving AI a clean blueprint rather than a messy shop floor diagram.
- Build More Trust Signals
Publish your ISO, ITAR, ASME, or other certifications clearly. Include case studies and technical explanations of your processes. Get listed in respected industrial directories. The more authoritative your digital footprint, the more confident AI is in recommending you.
- Create Quotable Technical Content
Say “We are the best CNC machine shop in Milwaukee, WI”, and AI will ignore your claim because there’s no proof to support it. AI looks for crisp, clear explanations.
For example: “We manufacture tight-tolerance parts to .0005″ for aerospace and military customers.” If AI can quote it, it can recommend you.
- Use the New llms.txt File
Use llms.txt, a file format that tells AI models what they are allowed to read, how to summarize your content, and what pages carry your most accurate information. It’s like giving AI guardrails to represent your capabilities correctly.
- Monitor Your AI Visibility
You should periodically “ask” AI tools about your company. If AI isn’t mentioning you, or is describing you incorrectly, you can take steps to remedy the errors and fill the gaps.
AI Search Is No Longer a Trend. It’s the New Normal.
AI is reshaping how buyers research suppliers, whether your company participates or not. The manufacturers who embrace AI visibility now will keep ahead of competitors for years. Being AI-ready means being in the conversation where decisions start.
Get a free AI/Digital Marketing Audit from Marketing Metrics Corp. Discover how AI sees your company, what impacts visibility, and actionable ways to boost digital presence and leads. Contact Anna Mancuso, Consultant, Project Manager, Business Growth at Catalyst Connection to learn more.
About the Author:
Kathy Hennessy is a Senior Associate Partner with Marketing Metrics Corp. With over 30 years of experience in marketing for manufacturing, she brings a wealth of industry experience and passion for delivering results. Kathy also serves as Chair for Women in Manufacturing Western PA.
