The answer sounds sure. Look at where it came from.
A buyer asks who leads a category. AI names three companies and lists its sources underneath. In our study, the company's own site was rarely among them, and when it was, it was usually the About page.
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.
- 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
What the answers were built from
of the sources AI cited were the company's own website.
were described with the help of one small foreign supplier directory. It gets about 70 visits a month from Finnish Google.
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. Full results on 22 October 2026.
Why your own site loses
AI repeats what it can read and tie to the right company. Most Finnish B2B sites fail that test in at least one of these places.
The best pages never reach AI
Product content that only appears after JavaScript runs. Research in PDFs or behind a form. Pages with no structured data saying which company they belong to. AI either can't read them or can't tell whose they are.
Check: open your most important product page with JavaScript turned off. What is left is roughly what many AI crawlers see.
What reaches it is hard to quote
A long report makes its point on page 30. A directory says something similar in one line. When AI needs a sentence to repeat, the one-liner wins, even if the report is the better source.
Check: can a stranger find, in one sentence on one page, what your company is best at? If not, AI can't either.
Outside sources describe the old company
After a demerger, an acquisition or a rebrand, Wikipedia, Wikidata and directory entries often keep the old structure. AI reads them as facts and repeats them, while your new positioning sits on your own site.
Check: read your company's Wikipedia and Wikidata entries as if you were a buyer. Is that the company you are today?
Check your own in 15 minutes
You don't need a tool for a first look. You need the questions your buyers ask, and the patience to open every source.
- Write down five questions a buyer would ask about your category, not about your brand. In Finnish and in English if your buyers use both.
- Ask them in ChatGPT, Google AI Mode and Perplexity. Note who gets named, and in what words.
- Open every source the answers cite. Count how many are yours.
- Compare what the sources say with what you would want a buyer to hear. The gap is your to-do list.
Where we come in
I
Infrastructure
Make the site readable to AI.
Server-side rendering where content depends on JavaScript, structured data that ties each page to the right company, an llms.txt file, and crawler access.
II
Information
Give AI something worth quoting.
We move the claims that matter out of PDFs and into pages, written so each can be quoted on its own, and write what is missing.
III
Influence
Fix the sources AI trusts.
Wikipedia and Wikidata, directory and ranking entries, press and partner pages, corrected so they describe the company you are today.
The full results, over breakfast.
State of AI Visibility in Finnish B2B, 22 October 2026 in Helsinki.