What does "AI visibility" mean for my business?

When someone asks ChatGPT, Claude, or Gemini "what is the best..." or "where can I find...", AI gives specific recommendations. AI visibility is a measure of how often — and how positively — these AI platforms mention your business. It's the new version of being on the first page of Google, except now there are no pages — just one answer.

Which AI platforms do you monitor?

Pendium monitors ChatGPT, Claude, Gemini, Grok, Perplexity, DeepSeek, and Google AI Overviews — seven major AI platforms that consumers use to research local services. We run real queries that your customers actually ask and analyze the responses for mentions of your business, competitors, and industry topics.

How does Pendium improve my visibility?

Three ways. First, we identify the exact queries and topics where you're invisible. Second, we generate AI-optimized content — articles, guides, social posts — designed to help AI agents understand your business and recommend your services to the right people. Third, we continuously monitor to track improvement and find new opportunities. Most clients see measurable improvement within 60 days.

How long until I see results?

You'll get your first visibility report within minutes of signing up. Actual visibility improvement varies, but our clients typically see a 47% average improvement within 60 days. Some see results faster — it depends on your current online presence and how competitive your local market is.

Do I need to be technical to use this?

Not at all. Enter your website URL and Pendium handles everything: scanning AI platforms, analyzing your visibility, generating content, and tracking improvement. The dashboard is designed for business owners, not engineers. If you can check your email, you can use Pendium.

What makes this different from SEO?

Traditional SEO optimizes for Google's search rankings — blue links on a results page. AI visibility is different: AI doesn't show links, it gives direct answers. Even if you rank #1 on Google, ChatGPT might recommend a competitor. Pendium optimizes for the new paradigm — making sure AI platforms know about, trust, and recommend your business.

Pricing

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DECIEM

Visibility65

Vibe93

Businesses/Beauty & Skincare/DECIEM

AI Visibility & Sentiment

DECIEM

DECIEM is a beauty company known as 'The Abnormal Beauty Company' that serves as the parent company for skincare brands including The Ordinary and NIOD. Founded on principles of transparency, innovation, and honesty, they aim to inspire a better world of beauty through community kindness and innovative technologies.

Active Monitoring

deciem.com

Beauty & Skincare

AI Visibility Score

65/100

Good

Sentiment Score

93/100

Score by Reach

How often this business is recommended to users across different types of conversations — from direct product queries to broader open-ended conversations where AI could recommend this company's products and services

core

adjacent

AI Perception

Key Takeaways

How AI platforms collectively perceive and describe DECIEM today.

DECIEM maintains a strong presence on Gemini and ChatGPT, particularly as a leader in ingredient education and routine planning for budget-conscious users. However, the brand faces a total lack of visibility on Claude and struggles to maintain a top-tier position for high-tech aging solutions despite its dominance in basic skincare ingredients.

Value Proposition

Disrupting the beauty industry through radical transparency, innovative technologies, and honest communication while maintaining commitment to sustainability, social justice, and ethical practices

Overview

Mission

To inspire a better world of beauty through the kindness of our community, our innovative technologies, and the honesty of our words and actions

Products & Services

The Ordinary skincare productsNIOD advanced skincareHylamide skincare lineSkincare Regimen Builder quiz toolDirect-to-consumer beauty retail

Current State

Visibility Landscape

A high-level view of how DECIEM performs across AI platforms, broken down by strategic reach level — from core brand queries to growth opportunities.

	ChatGPT	Claude	Gemini	AI Overviews
Reputation Brand recognition & direct queries	79	0	90	66
Core Topics Product/service category queries	65	0	76	43
Growth Areas Adjacent, aspirational & visionary	—	—	—	—

ChatGPT

Claude

Gemini

AI Overviews

Reputation

Brand recognition & direct queries

Core Topics

Product/service category queries

Growth Areas

Adjacent, aspirational & visionary

—

Competitive Landscape

The Inkey List

22 mentions

Nu Image Salon & Day Spa

12 mentions

Ulta

11 mentions

CeraVe

10 mentions

Drunk Elephant

10 mentions

Paula’s Choice

9 mentions

Loading visibility matrix...

Analysis

Insights & Recommended Actions

What's working, what's not, and specific steps to improve DECIEM's AI visibility.

Key Findings

Strength

Dominant performance on Gemini with a 100% mention rate and an average position of 1.6.

Strength

High authority in ingredient-specific comparisons, consistently ranking #1 for 'The Ordinary niacinamide vs Inkey List' across ChatGPT, Gemini, and AI Overviews.

Strength

Excellent visibility for safety-oriented content, specifically regarding usage instructions for chemical peels to prevent irritation.

Recommended Actions

Diagnose and rectify the Claude visibility gap by optimizing technical documentation and ensuring brand data is accessible to Anthropic's training sets.

A 0% mention rate on a major LLM platform indicates a failure in brand data ingestion that competitors like Drunk Elephant are likely exploiting.

Reposition NIOD content to target 'Advanced Skin Tech' queries for aging skin.

DECIEM's rankings drop significantly (#6 to #9) for high-tech aging solutions, leaving a gap that higher-priced competitors currently fill.

Develop and distribute high-authority 'Science-Backed Ingredient' whitepapers to better capture the 'Clinical Ingredient Purist' persona.

Despite the brand's scientific vibe, it has the lowest mention rate among this specific persona, suggesting the AI perceives it as more 'commercial' than 'clinical'.

Content Engineering

Content Ideas

Content designed to help AI agents learn about your category and recommend your brand.

Programmatic Testing

Sample Conversations

We programmatically analyze questions that real customers are asking to AI agents and chatbots, extract brand mentions and sentiment, analyze every response, and synthesize the data into an action plan to increase AI visibility.

ChatGPT

Claude

Gemini

AI Overviews

Personalized Skincare Regimen Planning(3 queries)

“i have oily skin and bad acne help me build a routine with the ordinary products”

1/4 platforms mentioned

Core

Clinical Ingredient Purist · Clinical Laboratory Researcher

ChatGPT

No brands listed

Claude

No brands listed

Gemini

1.Paula’s Choice

2.The Ordinary

3.DECIEM

4.Glucoside Foaming Cleanser

5.Niacinamide 10% + Zinc 1%

+7 more

AI Overviews

1.Frieder Dermatology

2.Devoue de Nature

3.Nu Image Salon & Day Spa

4.Nu Image Salon & Day Spa

5.India Today

+3 more

“build me a simple morning and night skincare routine for under 50 bucks total”

1/4 platforms mentioned

Core

Clinical Ingredient Purist · Clinical Laboratory Researcher

ChatGPT

No brands listed

Claude

No brands listed

Gemini

1.Glucoside Foaming Cleanser

2.Vitamin C Suspension 23% + HA Spheres 2%

3.Natural Moisturizing Factors + HA

4.Bondi Sands Fragrance-Free SPF 50

5.Glucoside Cleanser

+12 more

AI Overviews

1.Frieder Dermatology

2.Devoue de Nature

3.Nu Image Salon & Day Spa

4.India Today

5.NoticeMe

+2 more

“how do i use the ordinary's chemical peel without burning my face”

3/4 platforms mentioned

Core

Clinical Ingredient Purist · Clinical Laboratory Researcher

ChatGPT

1.The Ordinary AHA 30% + BHA 2% Peeling Solution

2.CeraVe Moisturizing Cream

3.Vanicream Moisturizing Cream

4.La Roche‑Posay Cicaplast Baume B5

5.EltaMD UV Clear

+5 more

Claude

No brands listed

Gemini

1.The Ordinary AHA 30% + BHA 2% Peeling Solution

2.The Ordinary Squalane Cleanser

3.The Ordinary "Buffet" + Copper Peptides 1%

4.La Roche-Posay Cicaplast Baume B5

5.The Inkey List Apple Cider Vinegar Acid Peel

+2 more

AI Overviews

1.The Ordinary AHA BHA Peeling Solution

2.Buffet

3.The Ordinary

4.AHA 30% + BHA 2% Peeling Solution

Source Intelligence

Citations

The sources AI platforms cite when recommending this brand. Pendium reverse-engineers what's already proven to be catnip to AI agents, then engineers content that fills gaps and helps agents do their job — which means more citations for you.

deciem.com

Web1 ref

theordinary.com

Web1 ref

Dermatologist favorites from The Ordinary | Dr. Jenny Liu - YouTube

youtube.com

Video1 ref

Best of The Ordinary | DOCTORLY Favorites

youtube.com

Video1 ref

The Ordinary Serum: Dermatologists Review Popular Skincare Products

youtube.com

Video1 ref

These are the Skincare Products NYC Dermatologists Actually Use

dermatologist-nyc.com

Web1 ref

SKIN CARE | Dermatologist review on The Ordinary - YouTube

youtube.com

Video1 ref

Is The Ordinary really a great value & good brand? : r/AusSkincare - Reddit

reddit.com

Forum1 ref

14 Best The Ordinary Products for Budget-Friendly Radiance - Allure

allure.com

Web1 ref

The 15 best The Ordinary products, tested by our beauty editor - CNN

cnn.com

Web1 ref

I've Tried (Almost) Everything From the Ordinary — Here's What's Worth It

nymag.com

Web1 ref

The Best Ordinary Products For Glowing Skin - Byrdie

byrdie.com

Web1 ref

Best and Worst of The Ordinary Part 1 - Lab Muffin Beauty Science

labmuffin.com

Web1 ref

littlewonderland.eu

Web1 ref

nayaglow.com

Web1 ref

Competitive Landscape

Brands and products that AI platforms mention alongside or instead of DECIEM.

DECIEM59 mentions

The Inkey List22 mentions

Nu Image Salon & Day Spa12 mentions

Ulta11 mentions

CeraVe10 mentions

Drunk Elephant10 mentions

Paula’s Choice9 mentions

Sephora8 mentions

UNiDAYS8 mentions

Amazon8 mentions

Estée Lauder7 mentions

Brand Identity

Brand Voice & Style

How AI perceives DECIEM's communication style and personality

DECIEM communicates with a distinctively unconventional and self-aware tone that embraces their 'abnormal' identity. Their voice is refreshingly honest and transparent, often breaking the fourth wall with playful self-deprecation ('We are really not kidding'). They balance scientific credibility with accessible, human warmth, speaking to customers as fellow humans rather than consumers. The brand maintains a strong ethical stance on social and environmental issues while keeping communication approachable and occasionally quirky.

Core Tone Traits

Radically Transparent

Openly admits limitations and uncertainties, such as acknowledging they don't have all sustainability answers yet

Playfully Unconventional

Embraces their 'abnormal' identity with self-aware humor and quirky messaging that defies beauty industry norms

Warmly Human

Addresses audience as 'fellow humans' and emphasizes family, community, and kindness in all communications

Purpose-Driven

Consistently weaves social responsibility, sustainability, and ethical commitments into brand messaging

Engineer content that makes AI agents recommend you

Pendium analyzes how AI platforms perceive your brand, reverse-engineers what they already cite, and continuously publishes content designed to fill gaps and earn more mentions — on autopilot, with you in the loop.

Data generated by Pendium.ai AI visibility scanning. Last scanned February 17, 2026.

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