Why Not All AI Tools “See” the Same Thing — And Which Tools Matter Most 

Artificial intelligence is reshaping how patients search for information, evaluate providers, and understand health decisions. Maybe you’ve already heard this — but here’s something most dental professionals don’t realize:

Not all AI tools see the internet the same way.

And this difference matters a lot for your online visibility.

I am getting a lot of questions about mixed messages out there. Who knows what the truth really is and what to believe? 

Let’s break down the truth:

1. AI Tools Differ Dramatically in What They Can Access

When a patient asks an AI assistant,
“Who’s a good dentist near me?”
the answer depends entirely on which AI they’re using.

Here’s the landscape as of December 2025:

2. Google’s AI (Gemini) Can See MUCH More Than ChatGPT

Why? Because Google controls:

• Google Search
• Google Maps
• Google Business Profiles
• YouTube
• Gmail
• Chrome • And now Gemini + Search Generative Experience (SGE)

Because Google crawls the open web at enormous scale, its AI tools can extract information from:

✔ Your website
✔ Your Google Business Profile
✔ Public reviews
✔ Public directory listings
✔ Public social media content — including some Instagram, Facebook, and LinkedIn posts

Yes, really.

Gemini can use publicly visible Facebook and Instagram captions, LinkedIn posts, and social content to understand a practice’s expertise.

That means:
Your patient education posts, Q&A content, and videos can reinforce your expertise in Google’s AI-driven ecosystem.

This is important to know. 

Social media content is no longer just for social media users. 

3. ChatGPT’s AI (using Bing search) works differently

As much as I love ChatGPT — and I really do — it has limitations. It does not have the exact same access to all the content that Google’s Gemini does.

ChatGPT relies heavily on Bing’s index for live information.

It’s important to know that Bing:

✖ Has limited visibility into social posts
✖ Surfaces fewer local business signals
✖ Has a smaller share of overall searches

This means ChatGPT:

• can see your website
• can see some public reviews (but not full Google reviews) 
• can see some directory listings

…it cannot read the full ranges of social media posts that Google’s Gemini might see. 

This is not a flaw, it’s just a different ecosystem.

4. So What Does This Mean for Dentists?

✔ Google is still the king of search. At least right now.

✔ Google’s AI ecosystem is the one that matters most for dental visibility at this time. 

✔ Your social content can influence Google’s AI.

5. So Does Social Media Affect AI Recommendations?

For Gemini (Google):
Yes — when posts are public, Gemini can extract some expertise.

Examples:

• A caption explaining dental implants
• A video description answering patient FAQs
• A post on whitening options
• A Q&A-style caption (“Do you have a membership plan?”)

Google’s AI can read this type of structured public text and use it to understand your services and authority.

For ChatGPT / Bing:
ChatGPT doesn’t have the same access to indexed social media content or even entire Google reviews.

However…
And this is where nuance matters…

6. Social Media Still Influences AI Indirectly

While ChatGPT cannot read your Google indexed Instagram captions, social media still contributes to:

• Higher brand awareness
• More patient searches for your name
• More website visits
• More reviews
• More online buzz
• More mentions on the public web

To be clear, AI tools aren’t “reading” your social media timelines.

But the digital footprint social media creates still affects:

• Search ranking
• Online visibility
• Patient trust
• Brand strength
• Overall discoverability

Which can directly or indirectly support your AI visibility, depending on the AI tool being used.

7. Why am I reading different things from different consultants or marketing experts?

The truth is, this landscape is changing by the day. For example, one reputable dental related source just two months ago said “AI cannot read images”. However, when some people say “see” images, it might be referring to more of a “trust scoring” method. For example: 

• Relevance Match: Does the photo align with the query? A real office shot with Seattle landmarks in the background (Seattle ocean view or Space Needle in the background) scores high because it’s contextually tied to the location and services. A generic stock photo of “smiling people in a white room” scores low—it’s not unique or proving anything about this practice.

• Consistency Signals: Real photos often include details like branded staff scrubs, equipment like a Cerec machine, or patient testimonials that match the text reviews/services. Stock photos look “polished but mismatched” (models who don’t fit the described team diversity or office vibe), which dings the overall trust.

• Engagement Cues: Models like Gemini weigh how “human” and story-like the visuals feel—real before-and-afters tell a narrative. For example, “this patient got veneers here”, boosting the practice in ranked suggestions. Stock images feel blank or scripted, so they’re deprioritized.

Result: No need for full stock detection; the AI just favors profiles with visuals that add value and authenticity to the recommendation. Practices using obvious stock (think typical stock photo of “diverse group laughing in dental chair”) end up lower because they don’t provide that proof.

Today, “seeing” by AI is even more advanced than it was a few months ago. Xpert.digital described it as, “AI’s eyes are opening, in their article From “reading” to “seeing” with Google Gemini 3: Why the leap to multimodal AI overshadows everything that has come before. Native multimodality is redefining business and society. For a long time, artificial intelligence was blind to the world as we experience it. To understand videos or interpret audio signals, it had to take detours via text – a process that was slow, expensive, and error-prone. But this era is now ending.” 

In 2026 we will continue to see more visuals included in the quest to be found by and recommended by AI. 

More from Search Engine Land: “Multimodal SEO is the new baseline. Search is no longer text-first. It’s multimodal, integrating text, images, video, voice, and interactive components in one fluid interface. Google’s Gemini-powered AI now interprets contextual signals across formats. To stay visible, your content must be more than just readable: it must be visually and structurally rich.”

This might seem overwhelming, one more thing to think about. But in reality, dentists have been recommended to take photos and create video for years. The difference is that AI is now able to “see” even more of that content. This is great news!

8. What You Should Focus on Going Forward

Here’s a reality-based strategy:

✔ Keep creating real, educational social content

Because it matters for Google/Gemini and all AI. Think about what you want to be known for and do more of. Focus on those topics so they become themes in your content. I know you’ve heard this before, especially if you keep up with my recommendations, but content planning and content calendars have never been more relevant. 

✔ Keep reading.

These AI developments don’t have to be overwhelming. Just remember to keep your content and marketing grounded in authenticity. Follow me on social media, subscribe to my email newsletter, or check back here for new blogs to keep up to date. 

✔ Watch how Google integrates AI more deeply into search

This is where your patient visibility will evolve most exponentially. Google Search dominates in user numbers and overall traffic compared to ChatGPT. Traffic for Google is in the billions vs. millions for ChatGPT’s search-like prompts. Google is still 210x bigger than ChatGPT in search. However, ChatGPT sees longer average session times and is growing rapidly, with estimates of up to 800 million weekly users by late 2025. I love ChatGPT, as do many, however most users still rely on Google as well. 

This gap may narrow in 2026 and beyond as Microsoft pours resources into Bing and ChatGPT’s browsing capabilities. Perhaps even direct integrations with platforms like Reddit, TikTok, or Instagram in some form? Stay tuned!

The Bottom Line — Google is still king. Gemini AI is the one that matters most for dental visibility at the moment — and it can see far more than people realize.

So keep showing up.
Keep educating.
Keep sharing real content on social media (and your Google Business Profile). 

If you are feeling overwhelmed, overloaded, or simply want to boost your social media presence, please reach out. You can book a complimentary consult with me online.