CarMax
Closing the Gap in AI Visibility and Competitive Positioning
HUNTER worked with CarMax to strengthen the brand’s visibility and competitive positioning within AI-generated search results. An audit found that while CarMax was consistently recommended alongside a primary competitor for common customer questions like “where should I buy a used car,” it was rarely ranked as the top result. Using insights around visibility, citation sources, and competitive gaps, HUNTER made targeted updates to owned content and supporting materials to better align with how AI models source and prioritize information, including publishing one of the brand’s first AI-optimized press materials in August 2025. Following the optimizations, CarMax saw an immediate lift in visibility, becoming the sole and top recommendation across ChatGPT for priority questions where the majority of target audience usage was concentrated.
