Rothenhall Partners
AI Visibility Brief · September 2026

The finding, in one line

A multi-award agency AI keeps confusing with a planet.

The site and the work are strong. The problem is the name: “Pluto” points to the dwarf planet, Disney and a TV service, and nothing on the record tells an assistant which Pluto you are. Disambiguation is the unlock.

63 out of 100
AI Visibility Score
InvisibleFaintPresentRecommended

The proof

We asked the assistants the way your buyers do.

These are the questions a brand or marketing lead would actually type when looking for an agency like Pluto. We then checked the directory lists AI assistants draw on to answer them, and recorded who was named.

Nine buyer questions
01Best advertising agency in Dublin for a national brand campaign.
02Top independent creative agencies in Ireland.
03Which Irish agency should we hire for a brand relaunch.
04Best full-service marketing and advertising agency in Dublin.
05Award-winning creative agencies in Ireland.
06An Irish agency for an integrated advertising and social campaign.
07Who does the sharpest brand and advertising creative in Ireland.
08Recommend a creative agency in Dublin for a mid-sized company.
09Best agencies in Ireland for a big consumer campaign.
0/6
of the six Dublin agency lists AI cites that named Pluto
Brand New Creative
Kooba
Publicis Dublin
Arekibo
CI Studio
Squaredot
10+ others
Pluto
Not named

Names that recur across the directory lists AI cites for Dublin agencies, from top pick to passing mention. Pluto did not appear in that set.

Readability
Reachable
Can AI crawlers reach it?
Yes. The site returns 200 to GPTBot and PerplexityBot; nothing is blocked at the edge.
Is there text to read?
Yes. Server-rendered, about 3,270 characters, with a strong meta description. The reading is not the problem.
The shortlist
0 / 6
Named in the Dublin lists?
No The directory lists assistants cite name other agencies, not you.
Where that leaves you
Off the shortlist. The models build their answer from those lists, so you are not in the set they choose from.

On the method, plainly. Reachability, schema, on-page text, titles and headings are measured directly from your homepage and robots.txt on 14 September 2026. The shortlist read is taken from the directory lists AI assistants cite for Dublin agencies, checked the same day. Because AI answers vary between runs, the firm standard is five runs per buyer question on each assistant before a rate is locked. That five-run pass is the immediate next step.

Three problems

Why the work is not reaching the answer.

None of these is about the quality of your work. They are about what the machines that now shape a buyer’s shortlist can see, understand, and repeat.

Pluto planet · Disney · TV

Your name points almost everywhere but you.

“Pluto” is dominated by the dwarf planet, Disney and Pluto TV. Nothing on the public record tells an assistant which Pluto you are.

What it costsEven people who half-remember you are pointed elsewhere.
0 / 6 Dublin lists

Absent from the shortlist AI builds.

The directory lists assistants cite for Dublin agencies do not name you, so you are not in the set they choose from.

What it costsYou are not compared, because you are not presented.
Awards not machine-visible

Your recognition does not travel.

The awards are real, but little of that record sits on the pages models actually read.

What it costsReputation that does not reach the answer.

Why this is fixable

You have built the hard part. The visible part is the gap.

Creative reputationWhat you have built
High
Website qualityWhat you have built
High
On-page readabilityWhat you have built
High
Name clarity to AIWhat buyers see
Low
Directory presenceWhat buyers see
Low
What you have built What buyers’ AI can see

A great agency with a hard name.

The work and the website are already strong, so most of the score is being lost to two fixable things: a colliding name and a light directory footprint. Disambiguation and citations move this quickly.

One honest note before the upside. Direct traffic from AI is still small today. The prize here is not the click. It is being on the shortlist at all, because when an assistant recommends you it has already told the buyer why you fit, so the introduction arrives pre-qualified.

We will walk you through all of this, live, at no charge.

Book the read-through