AI tools like ChatGPT, Gemini, and Claude nowadays play a growing role in guiding consumer choices, The Prompting Company is stepping in to help brands make sure their products get noticed and recommended by these digital assistants.
The San Francisco based startup’s method called Generative Experience Optimization (GEO), helps brands get noticed by AI. It works by studying the questions people ask, creating content tailored to those queries, and formatting it in a way that AI systems can easily understand and reference, as per the company website.
The founders explain on their website that their approach is fundamentally different from SEO. On Google, people usually type short, broad keywords like “best bank” and get generic results. But with AI tools such as ChatGPT or Perplexity, users describe their situation in detail, and the system tailors its answers using context it already knows. For instance, while Google might point to a big name like Chase, ChatGPT could instead suggest Rho or other startup-focused banks. The Prompting Company’s job is to make sure a brand is the one AI recognizes and cites in those personalized, context-aware recommendations.
Y Combinator-backed startup mentions in their LinkedIn post, “The Prompting Company helps products get mentioned in ChatGPT. People are no longer searching on Google. They’re ASKING AI. If your product doesn’t appear in AI answers, you’re dead.”
The post added, “how it works:
- Find & analyze user questions: They find the exact questions your users ask and check how often your product is mentioned.
- Create content: They tell you what to post, where to post, and do it for you.
- Route to AI-optimized page: They redirect AI traffic to AI-optimized page.”
The Prompting Company offers flexible pricing, starting at $300 a month for teams that want to handle GEO themselves, and going up to tailored enterprise packages with full onboarding and support. Their goal is to help brands stay visible and get recommended in an AI-driven world, where tools like ChatGPT are increasingly shaping consumer choices.
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Before launching The Prompting Company, Kevin Chandra, Albert Putra Purnama, and Michelle Marcelline had already built an impressive track record in the startup world. The trio co-founded Typedream, an AI-powered website builder that was part of Y Combinator’s W20 batch, which was later acquired by newsletter platform beehiiv. They also co-founded Cotter, a password-less authentication SDK that caught the attention of Stytch and was eventually acquired.
At the same time, several other players are moving into this space. Athena has built tools that show companies how different AI models find and describe their brand, helping them fine-tune content for better visibility. Profound is taking a data-first approach, offering analytics to shape how AI presents a brand, backed by more than $20 million in funding. Scrunch AI focuses on website structuring so brands are easier for AI systems to recognize, with proven gains in user sign-ups. Even Wix has stepped in, rolling out its own “AI Visibility Overview,” a dashboard that tracks how often a site is cited in AI-generated answers, along with insights on query matches, sentiment, and competitor performance.