Our IT team already handles schema and structured data. What does VML Finland add?

Implementation is straightforward once you know what to implement. The harder questions are: what should the schema say about your brand, which entities need to be connected, what content gaps need to be filled before structured data has anything meaningful to point at, and what narrative should tie it all together. That's the strategic layer. Your IT team can execute it. We design it.

We recently rebranded or restructured. Is that relevant?

Very. AI learns from the web, and the web has a long memory. Rebrands, demergers, acquisitions, and strategic pivots often take 12 to 24 months to propagate into AI's understanding of a company, sometimes longer if the old narrative was well-established. If you've changed direction and AI is still telling the old story, that's exactly the kind of gap we fix.

Which AI platforms do you optimise for?

Google AI Mode and AI Overviews, ChatGPT, Perplexity, Gemini, and Bing Copilot. Google AI Mode is now the primary surface given its scale, but the strategies differ across platforms and we cover all five.

Can't we just buy a cheap automated AI visibility report?

You can, and it will tell you something. A report that counts how often AI names you is a fair way to find out if you have a problem.What it can't do is decide what to do about it for your company. Why AI still describes you the way you were five years ago, which source it trusts instead of your own site, what your structured data should actually say. Those are decisions about your brand, and that's where results come from. It's the part we do, and we can build it too.

Do you work in Finnish?

Yes. We're an international team based in Helsinki, with Finnish and international people, so we work in both Finnish and English. We test AI in the language your buyers actually use. The same question asked in Finnish and in English can get a different answer and different sources, so we check both when your buyers use both.

What does AI tell your buyers about you?

Buyers ask ChatGPT, Gemini and Google's AI who leads your category before they contact anyone. Most of what goes into that answer isn't written by the companies on the list. We know, because we checked.

Get your free AI Visibility Check → How we work

What a typical answer is built from

Who are the leading suppliers of industrial equipment in Finland?

Company A is the market leader, known for its global reach and service network. Company B and Company C are strong domestic players with long histories in the field.

Sources

Supplier directory, category page for FinlandThird party
WikipediaThird party
Lead generation databaseThird party
Agency ranking listThird party
Company A's own website: About pageTheir own

Illustration of the pattern in our study, names removed.

AI's answers about Finland's 100 largest listed B2B companies

1 in 15

of the sources AI cited were the company's own website.

7 in 10

were described with the help of one small foreign supplier directory. It gets fewer than 200 visits a month from Finnish Google.

50%

of the time AI used a company's own site, it quoted the About page or the homepage.

State of AI Visibility in Finnish B2B, a study by Juhani Väätäjä, VML Finland. Published 22 October 2026, open to read in full.

Read the study

The answer is built from sources you don't watch.

AI reads a directory page a crawler built, a ranking list someone wrote to sell something, and your About page. Your positioning work, product launches and reference cases rarely make it in.

And inside most companies nobody owns this. Marketing owns the website, communications owns the press, IT owns the technology. The answer AI gives about you falls between all three.

Why VML Finland? We decide what AI should say about your brand, then make it happen.

We've measured the Finnish market. We asked AI about the 100 largest B2B companies on Nasdaq Helsinki, on five engines and on more than one date, and traced every source behind every answer. When we look at your company, we compare it with that whole picture. The results are out: read the study.
Strategy first. Anyone can paste a schema tag. Deciding what it should say, which content carries your story and what AI should connect to your name is the real work, and it's a brand decision before it's a technical one.
Finnish B2B, global reach. Engineering depth and decades of reputation have to come through in a channel that runs mostly in English. We work on that every day, in Finnish and in English.
Implementation included. Schema, entity signals, content, llms.txt, the platform work. We do it, or we work alongside your team.

Three layers, one goal: AI uses your words.

I

Infrastructure

Make your site readable to AI.

AI can only use what it can read. If your site depends on JavaScript to show its content, or turns the AI away, a lot of it never reaches the answer. Getting this right is the floor. On its own it doesn't make AI quote you.

II

Information

Give AI something worth quoting.

When AI uses a company's own site, about half the time it quotes the About page or the homepage. We find the content that should be cited, product pages, references, research, and rebuild it so AI can repeat it accurately.

III

Influence

Shape the sources AI trusts.

AI builds its picture of you from Wikipedia, Wikidata, directories, press and industry sites. If they're thin, outdated or describe the company you were five years ago, that's what AI repeats.

Start with what AI says today.

Askel 1

AI Visibility Check

Free. A consultant writes up what AI says about you, who it names instead and the biggest gap. In writing, within 2 business days, whether or not we ever talk.

Askel 2

Full AI Readiness Audit

Every buyer question asked more than once on every major engine, every source traced, and checked against your content, entity and technical foundation.

Askel 3

Strategy and build

We decide what changes and why, design it and build it, or work alongside your team.

Askel 4

Ongoing

AI answers keep moving, so we keep measuring. Monthly tracking against your competitors, and content as the engines change.

Common questions

Our IT team already handles schema and structured data. What does VML Finland add?: Implementation is straightforward once you know what to implement. The harder questions are: what should the schema say about your brand, which entities need to be connected, what content gaps need to be filled before structured data has anything meaningful to point at, and what narrative should tie it all together. That's the strategic layer. Your IT team can execute it. We design it.
We recently rebranded or restructured. Is that relevant?: Very. AI learns from the web, and the web has a long memory. Rebrands, demergers, acquisitions, and strategic pivots often take 12 to 24 months to propagate into AI's understanding of a company, sometimes longer if the old narrative was well-established. If you've changed direction and AI is still telling the old story, that's exactly the kind of gap we fix.
Which AI platforms do you optimise for?: Google AI Mode and AI Overviews, ChatGPT, Perplexity, Gemini, and Bing Copilot. Google AI Mode is now the primary surface given its scale, but the strategies differ across platforms and we cover all five.
Can't we just buy a cheap automated AI visibility report?: You can, and it will tell you something. A report that counts how often AI names you is a fair way to find out if you have a problem.
What it can't do is decide what to do about it for your company. Why AI still describes you the way you were five years ago, which source it trusts instead of your own site, what your structured data should actually say. Those are decisions about your brand, and that's where results come from. It's the part we do, and we can build it too.
Do you work in Finnish?: Yes. We're an international team based in Helsinki, with Finnish and international people, so we work in both Finnish and English. We test AI in the language your buyers actually use. The same question asked in Finnish and in English can get a different answer and different sources, so we check both when your buyers use both.

Free · 2 business days

Get your free AI Visibility Check

A consultant checks how AI answers questions about your brand and your category, and writes up what it says about you, who it names instead, and the biggest gap. No sales call needed.