VIP case study · AI visibility
How Feedzai turned AI visibility insight into immediate action
Feedzai already had a mature AI-visibility practice, yet Challenge’s Investigation still found areas for improvement. One error was corrected inside the walkthrough itself, and Feedzai confirmed it was already acting on the rest.
“The VIP program revealed eye-opening insights into how AI search evaluates our brand and surfaces information about us. Despite our ongoing efforts, the audit uncovered simple, fixable errors we’d completely missed.”
Ethan Hagan, Global Head of Web Marketing, Feedzai
Feedzai was already taking AI visibility seriously. With an experienced web team, specialist SEO/AIO support, SEMrush and an AI briefing file already in place, this wasn’t a business starting from scratch.
But Challenge’s Visibility Intelligence Programme uncovered practical issues that existing activity and tools had missed, giving the team an independent view of how the brand was being found, understood and trusted by AI, and a clear set of actions within its control.
The challenge
For a mature team like Feedzai, the question wasn’t simply whether it was visible in AI search. It was whether the information AI could find was accurate, consistent and backed by the right evidence, and whether there were gaps that existing tools weren’t surfacing.
What we uncovered
The Investigation found a strong existing presence, alongside several specific opportunities to improve how Feedzai was represented and evidenced. These included inconsistent consumer and deployment figures, outdated headquarters information and broken canonical links within its existing AI briefing file.
It also highlighted where valuable proof, including customer evidence and Gartner Peer Insights reviews, was not consistently appearing in the places and searches being assessed, as well as priority content gaps around topics such as agentic AI fraud.
From insight to action
Crucially, the findings were practical rather than theoretical. One inconsistent deployment figure was corrected during the walkthrough itself, while the team identified further actions to fix links, update content, align corporate information and close priority content gaps.
Feedzai subsequently confirmed that it was already making changes because of the Investigation.
Why it mattered
The value wasn’t in replacing Feedzai’s existing tools or expertise. It was in adding an independent, cross-estate view that connected what AI could find and say about the brand with the underlying content, evidence and technical signals, whilst surfacing fixable issues that had otherwise gone unnoticed.
What happens next
The next step is to repeat the Investigation after the priority changes have been made. That will show whether Feedzai’s visibility has shifted, which interventions have had the greatest effect and where the next opportunities lie.
“The Investigation was really valuable for us. It gave us useful insights into where we had opportunities to improve and helped us prioritise our next steps. We were able to take the findings and turn them into concrete changes.”
Francisca Carvalhas, Web Performance and SEO Analyst, Feedzai
Updated 12 October 2026