How AI Search Works: What ChatGPT, Perplexity, and Claude Actually Do
A technical but accessible look at how AI assistants find, evaluate, and present information when users ask for recommendations.
May Chen
Strategist, Geonauts
To optimize for AI search, you need to understand how it works. This isn't as mysterious as it seems, and the differences between platforms matter for your strategy.
The Two Types of AI Search
Type 1: Training-Based
ChatGPT, Claude
These models learned from massive datasets during training. When you ask a question, they draw from that learned knowledge.
Type 2: Search-Augmented
Perplexity, ChatGPT Browse
These combine AI with real-time web search. They find current information and synthesize it.
Training-Based AI: How It Works
📌 GEO Implications for Training-Based AI
- • Mentions in training data matter long-term
- • Can't be updated instantly (there's a knowledge cutoff)
- • Authoritative sources weighted more heavily
- • Frequency of positive mentions influences recommendations
Search-Augmented AI: How It Works
📌 GEO Implications for Search-Augmented AI
- • Current web presence matters
- • Being on sites that rank well in search helps
- • Clear, structured information gets cited
- • You can influence results more quickly
What Each Platform Does Differently
ChatGPT
Training-based (without browsing)
Relies primarily on training data. Has extensive knowledge but a cutoff date.
What influences ChatGPT recommendations:
- • Prevalence in training data (how often you were mentioned)
- • Association with relevant topics
- • Sentiment of mentions (positive, negative, neutral)
- • Authority of sources you appeared in
Strategy: Focus on getting mentioned in authoritative publications likely in training data: Wikipedia, major news sites, industry publications, popular review platforms.
Perplexity
Search-first with citations
Queries the web, synthesizes results, and cites sources explicitly.
What influences Perplexity recommendations:
- • Your presence on sites that rank for relevant queries
- • Clarity of information on those pages
- • Recency of content
- • Structured data and clear formatting
Strategy: Optimize for appearing on pages that rank in traditional search. Ensure your information is clear and citable.
Claude
Training-based, cautious responses
Uses training data similar to ChatGPT but with different sources and methods.
What influences Claude recommendations:
- • Similar factors to ChatGPT
- • May weight different source types
- • Tends toward more cautious, nuanced responses
Strategy: Broad coverage across reputable sources. Claude may be less willing to make strong recommendations without clear supporting evidence.
Google AI Overviews
Search index + generative AI
Combines their search index with generative AI capabilities.
What influences Google AI responses:
- • Traditional search ranking factors
- • Structured data and Knowledge Graph entries
- • Review and rating data
- • Content format and clarity
Strategy: Strong SEO foundation plus structured data. Google has the richest real-time data about your business.
How AI Evaluates Businesses
When AI recommends businesses, it evaluates (implicitly or explicitly):
Authority
- • Who's talking about you?
- • Are you mentioned on trusted sites?
- • Do you have coverage in your industry?
Relevance
- • How clearly connected to the query topic?
- • Do descriptions match what user asked?
- • Are you mentioned in the right contexts?
Quality Signals
- • What do reviews say?
- • Is sentiment positive or negative?
- • Specific mentions of quality, service?
Recency
(for search-augmented AI)
- • Is information current?
- • Are reviews recent?
- • Has anything changed recently?
Why Consistency Matters
⚠️ The Inconsistency Problem
If your business name is "Joe's Pizza" on Yelp, "Joe's Pizzeria" on Google, and "Joe's Pizza Restaurant" on your website, AI might:
- ✗ Not connect these as the same business
- ✗ Have lower confidence in information
- ✗ Show fragmented or inconsistent details
Consistent information across all sources builds a clearer picture for AI to work with.
Practical Takeaways
Diversify your presence
Don't rely on any single platform
Prioritize authoritative sources
Industry sites, major review platforms, news coverage
Keep information consistent
Same name, address, details everywhere
Monitor different AI platforms
They may show different results for the same query
Think about training windows
For non-search AI, mentions need time to appear in training data
Optimize for search too
Search-augmented AI relies on search rankings
Get Your Free AI Visibility Report
We'll check how you show up across ChatGPT, Perplexity, and Claude for 10 queries in your space.
Usually delivered within 24 hours.