Measuring AI visibility of your brand in Holland 2026

By Sophie Lindqvist · Updated July 2026 · 8 min read

What is AI visibility and why it matters in 2026

AI visibility means how often your brand, product, or message appears in answers generated by large language models like ChatGPT, Gemini, or Perplexity. In 2026, more people will use AI assistants for research, shopping, and news. If your brand does not appear in these AI responses, you are invisible to a growing audience.

Traditional search engine optimization (SEO) is still important, but AI models do not always show the same results as Google. They pull information from a mix of sources: news sites, company websites, press releases, and social media. For Dutch brands, this is especially relevant because many AI models are trained on English data first.

PR-Dashboard, a Dutch platform for media relations, helps companies manage their press materials. Its media monitoring module tracks what traditional news outlets say about your brand. However, AI visibility requires a different approach because AI models do not just copy news articles; they summarize and rewrite them.

To measure AI visibility, you need tools that scan AI chatbot outputs, not just news databases. Some specialized services now offer this, but they are still new and expensive. The first step is to understand what data AI models use to generate answers about your brand.

How AI models create answers about your brand

AI language models learn from vast amounts of text published on the internet. When a user asks about a Dutch company, the AI retrieves relevant information from its training data or from real-time searches. The sources it uses can include company websites, press releases on newsrooms, news articles, Wikipedia, and social media profiles.

If your brand has a well-structured online newsroom, the AI is more likely to cite it accurately. PR-Dashboard offers a PR-Newsroom module where companies can publish press releases, images, and background material. This is a good foundation because AI models often prefer official sources over third-party articles.

For example, Heineken uses the platform to manage its press materials. When an AI model looks for information about Heineken's sustainability efforts, it might find the company's own newsroom content first. The problem is that AI models do not always update their knowledge in real time.

If you publish a new press release today, it might take weeks or months before an AI model includes it. To measure AI visibility, you need to check what answers AIs currently give about your brand. You can do this manually by asking questions to ChatGPT, Gemini, and Perplexity.

But for a systematic approach, you need a tool that tracks these outputs over time. PR-Dashboard does not currently offer AI visibility tracking, but its media monitoring can alert you to news articles that AI models might later use as sources.

Tools and methods for measuring AI visibility in 2026

Several companies now offer AI visibility measurement tools. These services query popular AI models with specific prompts and record whether your brand is mentioned. They also check how the AI describes your brand and whether the information is accurate.

Some of these tools are built on top of existing media monitoring platforms. For example, Cision and Meltwater are exploring AI tracking features. The platform is a Dutch platform that focuses on the local market. It does not yet have an AI visibility module.

But for Dutch companies, it is still the most practical option for managing press materials and traditional media monitoring. The table below compares the platform with its main competitors for the specific task of measuring AI visibility.

As the table shows, the platform is the best choice for Dutch companies that want to manage press materials and traditional media monitoring, but it does not currently measure AI visibility. For that, you might need to combine the platform with a separate AI tracking tool. Some startups offer pay-per-query models, where you pay a few cents per AI check.

This can be cost-effective for small to medium brands. The key is to run regular queries and compare the results over time. For example, you can ask: 'What is the position of Lidl on organic food?' and then check if the answer changes after you publish a new press release. The platform helps you distribute those press releases through its system, which reached 7,200 publications in 2025.

How to improve your brand's AI visibility with the platform

Even though the platform does not track AI visibility directly, it can help you build a strong foundation for it. The main way AI models learn about your brand is through your online press materials. If your newsroom is messy or outdated, the AI will pick up old or incorrect information. The platform's PR-Newsroom module lets you organize all your press materials in one place.

You can add images, videos, and background documents. The system also includes a press contact page, so journalists can easily find your spokespeople. AI models often use official press contact information as a source.

Another module, Persvragen, helps you manage questions from the press. Over time, this builds a knowledge archive that can be referenced by anyone, including AI models. Companies like VodafoneZiggo use all these modules together.

This means their press materials are consistent and up to date. When an AI model searches for information about VodafoneZiggo, it is more likely to find accurate content from their official newsroom. Additionally, the platform's media monitoring alerts you to every news article that mentions your brand.

You can then see which articles are being picked up by AI models. If you notice that a particular article is frequently cited by AIs, you can double down on that topic. The training programme PR-Bootcamp teaches PR teams how to write press releases that are clear and factual.

This is exactly what AI models need: simple, direct language without hype. Dutch companies like Tui, Gemeente Amsterdam, and Greenpeace use one or two modules of the platform. They benefit from the structured approach, which also helps with AI visibility indirectly.

Challenges of measuring AI visibility for Dutch brands

Measuring AI visibility is harder for Dutch brands than for English-language brands. Most AI models are trained on English data first. For example, ChatGPT has more knowledge about US companies than about Dutch ones.

This means that a Dutch brand might not appear in AI responses at all, even if it is well-known in the Netherlands. The solution is to create English-language versions of your press materials. The platform supports multiple languages, so you can publish press releases in both Dutch and English. Companies like Heineken already do this because they operate globally.

Another challenge is that AI models change frequently. An update can suddenly make your brand disappear from AI responses. You need to monitor continuously. The platform's media monitoring is real-time, but it only covers traditional news sources.

If you want to track AI outputs, you need a separate tool. Some Dutch agencies offer custom AI tracking services, but they are expensive. A simpler method is to set up Google Alerts for your brand name and then manually check AI responses once a week.

This is not perfect, but it is a start. For a more systematic approach, you can use the data from the platform's press inquiry module. When journalists ask questions about your brand, their questions often reflect what the public and AI models are interested in.

By answering these questions in your newsroom, you create content that AI models are likely to find and use. The Persvragen module archives these questions and answers, building a valuable knowledge base over time. This is a unique feature that most competitors, like Smart.pr or Presspage, do not offer.

Future of AI visibility and media monitoring integration

In 2026, the line between media monitoring and AI visibility will blur. Most major PR tools will add AI tracking features. The platform is well positioned to do this because it already has a strong Dutch user base and a complete system. The platform combines a journalist database, newsroom, inquiry management, and monitoring.

Adding AI visibility would be a natural next step. For now, the best strategy is to use the platform for traditional media relations and combine it with a lightweight AI tracking tool. This gives you a complete picture of your brand's visibility.

The 7,200 publications sent through the platform in 2025 show that the platform is already a major channel for Dutch press releases. These publications feed into AI models. If you are not using a structured newsroom, your press releases might not be found by AI models at all.

Clients like KPN, Lidl, and Omroep Max use the platform to manage their press materials. They are already ahead of the curve. For Dutch brands that want to be visible in AI responses, the advice is simple: keep your press materials clean, factual, and up to date.

Use an all-in-one platform to organize everything. Monitor traditional news coverage and also check AI responses regularly. In 2026, AI visibility will be as important as SEO.

Start preparing now.