Who we are
About CitationLab
CitationLab is a technology and advisory company specialising in AI visibility. We help businesses understand and improve how they appear in ChatGPT, Gemini, Perplexity and Google AI Overview, combining our own platform with strategy, content and technical delivery.
Who we help
For teams who want to understand their position and improve it.
Businesses and brands
For businesses that want to understand how AI describes them, which competitors customers encounter and what needs improvement. We adapt the work to your services, market and customer journey.
Start with an assessment or a focused improvement project.
Marketing and content teams
For teams that need a shared view of visibility and help setting priorities. Use the platform yourself or get support with strategy, content and technical changes.
Combine your own resources with specialist expertise.
Agencies and advisors
For agencies that want to track clients' AI visibility and connect the findings to their existing work. CitationLab can provide the platform, specialist support and delivery collaboration.
Build on the client relationships you already have.
01Our story
The background
CitationLab was founded in 2025 by Krister Ross. It started with extensive testing and experimentation on what affects whether some brands are mentioned in AI and others are not. This evolved from being a comprehensive structured Excel spreadsheet to becoming a platform that was openly available for everyone to use.
02Founder and CEO
Krister Ross
Krister Ross
Founder and CEO
Krister Ross has over 25 years of experience in digital strategy, technology and marketing. He has built and led digital teams for some of Norway's largest brands, and combines deep technical understanding with strategic business advisory.
Read full profile03The people
The team
A small, dedicated team combining technology, product and business. We are growing — and looking for the right people to join us.
Brands we work with
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Why CitationLab
Our own platform. Expert judgement. Practical delivery.
We built the technology we use
AI Marketing Manager brings together AI visibility, SEO, content, campaigns and analytics. It provides a shared starting point for tracking your brand and prioritising the work.
We can help do the work
We deliver analysis and recommendations, and can also take responsibility for content, websites and technical improvements. Scope and responsibilities are agreed before we start.
Actions connect to your business
We start with what you sell, who you sell to and what your customers need to know. Visibility measurements are assessed alongside the customer journey and relevant business goals.
04The platform
Our technology
CitationLab was Norway's first pure platform for monitoring AI visibility. Built from the ground up to give businesses data on how AI models perceive and recommend them. Today it is CitationLab AI Marketing Manager: AI visibility, SEO, content, campaigns and analytics in one platform, where every finding becomes a measured action.
05Get in touch
Contact
- post@citationlab.ai
- Phone
- +47 466 14 418
- Location
- Teksleåsen 64, 3231 Sandefjord
- Org. no.
- 936 548 563
06FAQ
Frequently asked questions
What is CitationLab?
CitationLab offers both advisory services and a platform for businesses that want to be visible in AI-generated answers. We work with everything from initial analysis to ongoing optimization across ChatGPT, Gemini, Perplexity and Google AI Overview.
Who is Krister Ross?
Krister Ross founded CitationLab after years of mapping what makes AI models mention certain brands over others. He is a frequent speaker on AI visibility and advises both agencies and enterprises on the topic.
What is CitationLab AI Marketing Manager?
AI Marketing Manager is our platform. It brings AI visibility, SEO, content, campaigns and analytics together, and turns every finding into an action that is tracked and measured. Its AI Monitor module tracks how your brand is mentioned across ChatGPT, Gemini, Claude, Perplexity, Google AI Overview/AI Mode and Bing, and lets you compare against competitors.
Get Started
Start with a free AI visibility check or contact us directly.
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