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Folio Wallet is a UK-based digital wallet for securely storing personal documents such as IDs, passports, and credit cards. The company wanted to understand how it could increase discoverability across AI-powered search systems where users increasingly seek app recommendations and trusted brands.
Using Turbine, we measured the brand’s visibility and citation share across ChatGPT, Perplexity, and Gemini, tracking how often the brand appeared in AI-generated answers compared to competitors.
1. Technical and schema optimization. We began by improving the technical foundation, optimizing structured data and schema markup to ensure that the website’s information was clearly interpreted by AI models and search crawlers.
2. Updating existing content. We refined Folio Wallet’s existing articles and pages by improving metadata and heading hierarchy, strengthening internal linking, and adding FAQ sections with conversational phrasing to make the content more AI-friendly.
3. Building new content. The most impactful phase focused on creating new, semantically rich content that expanded Folio Wallet’s presence into new topic clusters. This connected the brand to a broader range of AI prompts and queries, from digital wallets and ID storage to travel-related use cases.
With Turbine’s AI visibility tracking, we monitored visibility and citation data daily and compared Folio Wallet’s performance against competitors in the same and adjacent niches. This continuous tracking helped us measure progress in real time and identify which actions had the greatest impact on AI search appearance.
Getting the first visibility in AI search is often the easiest step. Much like in early SEO, most of the initial growth comes from technical improvements and structural fixes. That was exactly the case for Folio Wallet. From zero visibility in August, the brand reached strong metrics by September, appearing in chatbot responses and ranking among competitors in the digital wallet category.
In October, after we began publishing new content, growth continued. The increase was slower but consistent, showing that once the basics are fixed, further progress depends on content development and topic expansion.
Expanding to new niches
While initial visibility focused on digital wallets, document storage, and security, Folio Wallet’s team wanted to grow in a new direction: travel. They introduced a feature for storing tickets and bookings, which placed them in a different competitive space. In AI search, this meant appearing not only with fintech brands such as Apple Wallet and Google Wallet but also alongside TripIt, TripCase, and Wanderlog, applications from the travel organization category.
Within just one month of adding travel-related content, Folio Wallet achieved 17.7 percent visibility share across prompts and 3.7 percent share across brands exclusively for prompts connected to travel semantics. This showed how quickly a brand can expand into a new category once the fundamentals are in place.
The Folio Wallet case study shows that early visibility can be achieved quickly with the right technical setup, but sustainable growth depends on continuous content development and trust signals.
The next step involves expanding presence on review, community, and discussion platforms—key environments that influence how AI systems evaluate reliability and authority.
Folio Wallet continues to explore new topical areas and strengthen its position as a trusted digital wallet for both everyday and travel use. Turbine continues to support them with visibility tracking, competitor benchmarks, and semantic recommendations that drive growth across ChatGPT, Perplexity, and Gemini.
1. What is Turbine?
Turbine is an AI visibility analytics platform that helps brands understand how they appear across AI search systems like ChatGPT, Gemini, and Perplexity. It tracks brand mentions, visibility share, and provides data-driven recommendations for improvement.
2. How does Turbine measure AI visibility?
Turbine monitors AI chatbot outputs daily, analyzing which brands are mentioned, cited, or recommended in responses. It also tracks competitor visibility to provide a full picture of market presence across different AI platforms.
3. Why is AI visibility important for brands?
As users increasingly turn to AI chatbots instead of search engines, visibility in these systems becomes critical for discovery and trust. Being mentioned in chatbot responses can directly influence customer decisions.
4. How long does it take to see results?
Most brands can see their first visibility gains within a few weeks through technical improvements. Long-term growth depends on semantic content expansion and reputation building.
5. What were the main results for Folio Wallet?
Within two months, Folio Wallet grew from zero visibility to appearing in AI responses with a 17.1 percent share across prompts and a 3.9 percent share across brands.
6. What are the next steps for brands after initial visibility?
After technical optimization, brands should focus on expanding content coverage, exploring new topical niches, and increasing presence on trusted external sources such as community platforms and review sites.
