- Kiera Carter
- Sep 15
- 3 min read
Brand visibility used to be all about keywords, backlinks, and search-engine rankings. Now, thanks to AI search, it also depends on how large language models interpret and cite your content.
For Doreen Weissfelner, Head of Wix Analytics and Wix Home, this shift raised a key question: how can users best track their site performance in generative search? “Search is expanding, so site owners need to know how their sites are surfacing,” she says.
That’s why Weissfelner and her team have been focused on building features that help website owners understand—and eventually, act on—their AI search visibility data. Most recently, they launched the AI Visibility Overview, now available in your Wix or Wix Studio dashboard.
Here, as part of our Human in the Loop series, Weissfelner discusses how AI is reshaping analytics, visibility, and the future of search.
How long have you been working with AI?
I’ve been working with AI since 2023, starting with an analytics chatbot that answers users' data questions in natural language. More recently, I’ve been focused on a marketing agent that uses LLMs to create personalized marketing plans and content across channels, aligned with the user’s brand and goals. We also launched a generative engine optimization (GEO) feature to help users understand and improve how their brand appears in AI-powered search.
How has your relationship with AI changed over the years (or months)?
AI has become central to our products and workflows. A leap in technology now makes everything from image creation to vibe coding possible. Internally, we use it for prototyping, summarizing feedback, and preparing documents. AI has evolved from a helper to a true creative and strategic partner.
Which AI tools do you use the most?
I use ChatGPT regularly for writing and image creation; it’s become part of my thinking process. Perplexity is my go-to for quick, sourced research. NotebookLM helps me make sense of user feedback by organizing and summarizing notes. I’ve used Base44 for creative prototyping, both personally and professionally, now with a bit more pride since it was acquired by Wix. I’ve also experimented with Gamma for presentations and found it great for getting ideas into a clean, visual format quickly.
What excites you the most about AI-SEO/GEO right now?
AI-SEO is still emerging, and it’s going to fundamentally change how we optimize. We’re no longer just chasing algorithms but figuring out how to earn a place in AI-generated answers. It’s a chance to reinvent how we think about visibility, and to define new strategies from the ground up.
What does this mean for the future of SEO?
Search remains strong. It's just that SEO now makes up a smaller share of the overall picture because the digital landscape around it is expanding.
What’s the biggest challenge for marketers diving into AI-SEO today?
Knowing where to start. Unlike traditional SEO, there are no established rules or tools like SEMrush or Search Console yet. Marketers need to rethink how LLMs “see” content, focusing on structure, intent, and tone, but measuring success is still difficult, so it often feels like flying blind.
That’s why we felt it was so important to create Wix’s AI Visibility Overview, which shows how often your site is surfaced in responses to relevant questions across AI platforms like ChatGPT, Gemini, and Perplexity. You can also see how much traffic your site is getting from these platforms, along with the volume of user queries about your business.
What advice do you have for those looking to improve their performance in AI search?
The best way to get noticed by AI tools starts with the same foundations that drive success in search: stronger SEO brings more visibility, and blogging continues to play a big role. When creating content for AI search, make sure to cover topics in depth. LLMs prioritize meaningful, well-rounded content over keyword repetition.
Expanding your reach beyond search is important, too. We see that content shared on platforms like LinkedIn, Reddit, Quora, and YouTube also helps sites show up in AI answers.
