As buyers increasingly turn to AI platforms like ChatGPT, Gemini, and Perplexity to research companies and technology solutions, brands need to think beyond whether they can be found through traditional search engines and social media. They also need to consider whether their expertise appears in the answers AI platforms provide.
Sauce Labs, a 10Fold client, saw an opportunity to make its thought leadership work harder. As part of the ongoing LinkedIn program for Dr. Prince Kohli, the Sauce Labs CEO, the 10Fold social team developed a LinkedIn Article around specific questions potential buyers were asking AI about Sauce Labs AURA. The goal was to engage audiences on LinkedIn while also increasing the likelihood that Sauce Labs content could be found, understood, and used as a source by AI platforms. This is a strategy known as AI Visibility and/or Artificial Intelligence Optimization (AIO).
How can executive thought leadership improve AI Visibility?
Executive thought leadership can improve AI Visibility by creating credible content that directly answers the questions people are asking tools like ChatGPT, Gemini, and Perplexity.
Rather than treating AIO as an entirely separate marketing initiative, 10Fold incorporated AI Visibility into Sauce Labs’ existing executive LinkedIn strategy. The goal was to create high-quality content around questions Sauce Labs wanted to be visible to prospects using AI to find solutions.
Those questions included:
- “What is Sauce Labs AURA and what does it actually do?”
- “Is Sauce Labs AURA worth the cost — what’s the ROI and total cost of ownership?”
By creating content that directly addresses these questions, Sauce Labs could contribute its expertise as the “owned content” part of its AI strategy and deliver the information to the AI platforms through a LinkedIn articles approach.
How do you create LinkedIn content that can increase AI Visibility?
Creating LinkedIn content for AI Visibility starts with understanding what potential buyers are asking AI and developing useful, authoritative content that answers those questions. 10Fold’s approach was to first identify the questions that mapped to what Sauce Lab’s buyers would ask in an AI search.
From there, 10Fold developed an article outline including the information most relevant to those questions. Headlines, sections, questions, keywords, and copy were structured to make the content easier for AI platforms to find, understand, and use as a source. Existing Sauce Labs and AURA messaging was then combined with original and differentiated insights gathered directly from Dr. Prince Kohli to ensure the article reflected both the company’s expertise and his executive point of view.
Strategies included:
- Starting with questions that Sauce Lab’s prospects might ask
- Researching the citations and sources currently offered for those questions
- Identifying related topics and conversations trending on LinkedIn that could further improve the performance of the content
- Structuring the article around information relevant to the targeted buyer questions and trends
- Optimizing headlines, sections, questions, keywords, and copy to help AI platforms understand the content
- Combining Sauce Labs/AURA messaging with Dr. Kohli’s expertise and point of view within the article
- Publishing the content as a long-form LinkedIn Article through Dr. Kohli’s profile
The resulting article, Introducing Sauce Labs AURA: The Cursor Moment for AI Code Verification Is Here, was designed to serve two audiences: people looking for credible information about Sauce Labs AURA and prospects using AI platforms to answer questions about code verification and the vendors that offer it.
Can LinkedIn Articles become sources for ChatGPT and other AI Platforms?
The 10Fold Social / Digital Team has found that ChatGPT and other AI platforms are sourcing LinkedIn articles very quickly. Within just six days of publication, Dr. Kohli’s article became the #4 LinkedIn source being used by Large Language Models (LLMs), the technology behind many generative AI tools, according to SE Ranking. The article was published on July 22, 2026, and by July 28, it was surfacing as a top source across ChatGPT, Gemini, and Perplexity.
The article also generated strong visibility and engagement on LinkedIn:
- 398 article views
- 22,504 impressions
- 317 social engagements
- #4 LinkedIn source being used by LLMs within six days
The results demonstrate how a single piece of executive thought leadership can generate value in two places at once: reaching and engaging people directly on LinkedIn while also increasing the opportunity for the brand’s expertise to appear when people turn to AI for information.
Why does AI Visibility matter for B2B marketers?
AI Visibility matters to marketers because buyers are increasingly using AI platforms to research and evaluate products, companies, and potential solutions before making purchasing decisions. For B2B marketers, this creates another opportunity to reach prospects at an important point in their research: when they are actively asking questions about the problems a company solves.
Creating content that AI platforms can find and reference also gives brands an opportunity to contribute their own expertise to the information shaping AI-generated answers.
For marketers, they need to ask, “Does our brand appear when buyers ask AI about the problems and solutions we address?”
What can B2B brands learn from Sauce Labs’ AI Visibility strategy?
Sauce Labs demonstrates that AI Visibility can be built into an existing executive social strategy, allowing thought leadership to reach people directly while also increasing the brand’s opportunity to appear in AI-generated answers. By starting with the questions buyers were asking rather than only the topics the brand wanted to discuss, 10Fold connected Dr. Prince Kohli’s expertise to content designed to be valuable to both human readers and AI platforms.
As AI becomes a larger part of how people research and evaluate solutions, executive thought leadership can help brands build credibility with human audiences while increasing their opportunity to be visible in the AI-generated answers influencing purchasing decisions.