Case study · Non-profit · Crisis services
Helping Naisten Linja stay visible in the AI era
An audit of how AI systems guide women seeking help for violence — and what changed after.
Read Naisten Linja's own blog post →Why this matters
AI has become a primary way for many people experiencing violence to seek help. For someone who finds it difficult to tell another person what has happened, writing to an AI assistant can feel easier — sometimes essential.
This means crisis organizations face a new question: when someone in crisis turns to ChatGPT, Gemini, or Perplexity, does the AI guide them to the right help? Or does it miss the situation entirely?
Naisten Linja, a Finnish organization providing support for women experiencing violence, asked us to find out.
The work
Together with Naisten Linja's communications team, we ran a full AI visibility audit focused on the question: when a woman experiencing violence searches for help using AI systems, how findable are Naisten Linja's services?
We tested a wide range of prompts across leading AI models — questions a person in crisis might actually ask, in Finnish and in English. We analyzed how each model described the situation, what guidance it offered, and whether it surfaced Naisten Linja as a route to real help.
We then translated the findings into a prioritized action plan: a mix of technical adjustments and content changes Naisten Linja's team could implement directly.
What the audit showed
AI models generally found Naisten Linja and recommended its services to women seeking help — a result that reflects years of careful SEO and content work by Naisten Linja's communications team. Strong SEO foundations turned out to translate well into AI findability.
But the audit also identified specific opportunities to strengthen that visibility further. Among them:
- Service descriptions could be made more consistent across pages, making it easier for AI to understand the full scope of what Naisten Linja offers
- FAQ-style content — clear question-answer pairs — improves how AI summarizes and recommends services
- A small set of technical adjustments would make the most critical pages easier for AI systems to interpret correctly
In their own words
Read the full blog post on naistenlinja.fi →"Avisible tarjosi meille asiantuntijuuttaan tekoälylöydettävyyden parantamisessa. Heillä on käytössään työkalu, joka tekee auditointeja sivuston tekoälylöydettävyydestä. Saimme Avisiblen tekemien auditointien pohjalta suosituksia, millaisilla toimilla voimme vielä parantaa Naisten Linjan näkyvyyttä tekoälyn antamissa vastauksissa. Osa toimenpiteistä oli teknisiä ja osa sisällöllisiä."
A reflection on responsibility
Most AI visibility work helps brands sell more, find more customers, or defend market share. The work with Naisten Linja was different. When someone in crisis asks an AI assistant for help, the answer they receive has weight that no commercial AI search query carries. Misdirection is not a missed conversion — it can be a missed lifeline.
This is why getting AI visibility right for crisis services, non-profits, and public-interest organizations matters in a way that's structurally different from commercial work. We're proud Naisten Linja trusted us with this question, and the methodology behind this audit is the same one we bring to every project — commercial or otherwise.
About this case study
This page describes a project completed with Naisten Linja in 2026. Naisten Linja published their own account of the collaboration on their website. Quotes used here come from that published blog post, with permission.