About Baseline Labs

GEO takes a brand from “we think we know” to what the AI engines actually say. The landscape moves quickly, and a strategy only holds up when it rests on measurement.

What we do

We have built a tool that shows a business how it appears in ChatGPT and the other AI engines. That measurement is what makes it possible to choose a strategy, and to back the tactics that follow from it.

Baseline Labs tracks how your brand appears across AI platforms — Google, ChatGPT, Perplexity, Gemini, Google AI Mode, Claude, and DeepSeek. We give you the data to understand your visibility in the new era of search.

Who we are

Baseline Labs was founded by Chris Mortimer in 2025 to give businesses real measurement of their visibility across AI-driven search.

Why GEO matters

Generative Engine Optimisation is the next frontier. Traditional SEO got you ranked in a list of blue links. GEO gets you recommended, cited, and referenced by AI systems that millions of people use daily.

The businesses that understand their AI presence today will be the ones that thrive tomorrow.

Get in touch

Have questions? Contact us or get started with a free analysis.