SEO and brand visibility specialist in LLM chats
I am Maciej Chmurkowski, Enterprise Products Owner at Senuto. [3]
I develop LLM Monitor, which monitors the presence of brands in chats, and I study what that presence depends on. [1]
Select a point to see how it connects and where I know it from. It also works with the keyboard.
Work · Product Owner
Maciej Chmurkowski is responsible for the product “LLM Monitor” as its Product Owner and builds its prototypes, which later go into production. [5]
Product of Senuto [1]
Data for the report “Your brand in LLMs has shape and strength” [1]
Monitors the area: Brand visibility in LLM answers [5]
Go to the section: ResearchResearch and products
Product
LLM Monitor is my main project at Senuto: a large application that tracks the presence of brands in the answers of ChatGPT, Gemini, Perplexity, Copilot, AI Overviews and AI Mode. [1][4] It monitors more than 100,000 prompts and has collected more than a million answers. I am responsible for this product and I build prototypes that later go into production. [5]
Explore LLM Monitor (in Polish)Research
Since June 2025 I have been building my own detector of AI-written texts, Genuino, and humanization tools on top of it. [5] The first recorded validation, of version 4.6, gave 72.5% accuracy on 40 texts.
Most of the work went into data. The older set is 18,320 pairs of human and AI texts. [5] On top of that I wrote a system that used 940 keywords to download 4,961 articles from The Guardian, and rewrote 4,499 of them with OpenAI, Anthropic and Google models, in a neutral variant and in one imitating a human. I generated hard cases separately: an AI text went into the database only if it fooled the detector.
These data gave 58 stylometric features: vocabulary, syntax, rhythm, coherence, its own predictability computed against a corpus of about 6 million words of human texts, and a dictionary of 1,443 phrases typical of AI, chosen from more than 8 million. [5] I tested new features on 2,500 pairs. The strongest one, the density of AI collocations, reached an AUC of 0.91, and I rejected four others as noise.
The model is LightGBM trained in a loop: errors went back into training, and part of the data never touched it. On such a clean set of 632 records, version 9.3 reached an F1 of 0.965. [5] On the training data the models showed even 0.9989, so only the result on the clean set counts. I also tested robustness to attacks: from 94 to 98% of texts detected across four profiles.
I checked the results with Originality.ai. In one series of 1,770 scans, on a sample of texts chosen as suspicious, it rated 14.1% of human texts as AI and let through 10.4% of AI texts. [5] This is a lesson for the whole industry: even a good detector is wrong, so "100% human" is a bad goal.
Humanization turned out harder than detection. On saved samples, casual texts rewritten by models stayed at 94-100% AI in Genuino. [5] A medical text went down to 31.9%, but in a single run. 29 attempts at fine-tuning various OpenAI models did not produce a model that rewrites well. This stage is still open.
System
I built a system that takes an article from a single keyword and a short brief through 16 production steps, divided into five stages. [5] It runs automatically, handles different languages and topics, and the author can add their own knowledge as source material.
The facts in an article come from downloaded and saved sources, and automatic checks watch over their consistency during writing. After editing and after humanization they also check that the same numbers, names and headings remain in the text. The list of sources goes under the text. A person reviews every article before publication, and the finished text goes to WordPress together with the meta description, the FAQ and structured data.
I change the system based on results. I removed a separate style pass, because an earlier step already makes the style corrections, and an audit that found no factual errors and made the text worse with most of its corrections.
Tool
Can AI bots get onto your site at all? My tool checks that.
Senuto report
October 2026
I am the author of a report on the presence of brands in the answers of six AI platforms, based on data from LLM Monitor. [1]
A brand in first place keeps it at the next retrieval in 56.5% of cases, and in 27% it disappears from the answer. [1]
“You need to check systematically and look at the presence of your brand rather than its position.”
Senuto report
I am a co-author of a Senuto report on which sites AI Overviews cites in Polish search results. [6] The second edition of the report was published on 27 November 2025.
Read the report (in Polish)
Co-author
Artur Strzelecki and a team of experts [7]
Chapter authorChapter 30: Private Blog Networks (PBN) - a chapter unlike any other [7]
The book was published on 30 September 2025 by Helion. [7]
See the book at Helion (in Polish)A mention is a brand named in the text of the answer. A citation is a pointer to a page. A source is a page the model drew on. These three concepts need not coincide.
The point is whether you have to be at the top of the results to be cited, or whether the model also reaches for pages from lower positions.
Experience
Studies
Automation and robotics, with a specialisation in aircraft machinery diagnostics. [8]
At the same time I worked as a web developer and graphic designer.
At the university
I created a system for diagnosing the jet engine of the Su-22 aircraft, which used neural networks (the beginnings of AI) to recognise damage to that engine automatically. [2]
2007
In an online shop I wrote the CMS and CRM. [5][9][10]
Over time I also started optimizing shops for search engines.
2013
I founded a company that at first dealt with affiliate SEO on foreign markets. [2][3][10]
At its peak the team had 15 people.
I built and automated tools for the mass creation of websites, landing pages and PBN networks. [5]
Since 2024
In May 2024 I joined Senuto. [3]
I develop products for the largest clients of Senuto and combine the company's data with language models.
Talks and media
I have spoken at dozens of conferences.
March 11, 2027
BECOME THE ANSWERWarszawa, Multikino Złote Tarasy
November 19, 2026
SEO Vibes on TourWarszawa, SEN Events, przestrzeń MOON
Obecność marki w chatach LLM - wiemy jak monitorować, ale czy na pewno wiemy jak ją zwiększać? (in Polish)
November 4, 2026
Vestigio WorkshopsWarszawa, Mercure Warszawa Grand
Co realnie wpływa na widoczność marki w odpowiedziach chatów LLM? (in Polish)
10.2026
I Love Marketing&TechnologyPoznań
01.2026
CTRL+GROWGdańsk
10.2025
Festiwal SEO 2025Katowice 1st place in the attendees' ratings
Dekodując cytowania: jak wygląda DNA Google AI Overview (in Polish)
09.2025
CTRL+GROWWrocław
09.2025
E-Marketing 2025Warszawa
06.2025
semKRK#23 BIGKraków
SEO: The Endgame
05.2025
SEO Vibes SummitZakopane Workshop
Prompt engineering: generating texts in 60 minutes
2023
Projekt SEOPałac Rozalin
10.2021
Festiwal SEO 2021Katowice
Whatever F*ckin Works Hat SEO, czyli o pragmatycznym podejściu do linkowania (in Polish)
Together with Szymon Słowik
2016
semKRK #3Kraków
Automatyzacja i skalowanie działań SEO (in Polish)
Interviews and podcasts I took part in. The recordings are in Polish. Each recording opens on YouTube, in a new tab.
Who is cited in AI Mode and ChatGPT and how many citations come from outside the first ten results.
How to measure the visibility of a brand in the answers of chatbots and how the platforms differ.
On working after the updates of Google's algorithm and on the move from my own projects to working for the clients of Senuto.
What entities are, how a knowledge graph works and how to build a content creation process on them.
An interview before E-Marketing 2025 on the quality of texts generated by AI and on how to improve them.
Humanization of AI texts, detectors and rewriting old content.
Affiliation on a large scale, automation of technical SEO and my own tools.
A conversation about the SEO Affiliate PRO course, the mastermind group and content created with AI.
Differences between affiliate SEO and working for a client.
Mentoring
I am a mentor of the AI Content Generation Expert track. Participants carry out practical projects with AI in marketing and SEO and learn to build their own content creation process. [22]
Contact
You can reach me by e-mail or on LinkedIn.
Verification
Twoja marka w LLM ma kształt i siłę
senuto.com/pl/llm-monitor/raport-llmInformation provided by the author of the site
No public addressMaciej Chmurkowski dołącza do Senuto na stanowisko Enterprise Products Ownera
nowymarketing.pl/maciej-chmurkowski-dolacza-do-senuto-na-stanowisko-enterprise-products-ownerLLM Monitor - AI Visibility - monitoring marki w LLM
senuto.com/pl/llm-monitorInformation provided by the author of the site
No public addressAI Overviews w Polsce
insight.senuto.com/aio-report-2SEO w praktyce
helion.pl/view/26196w/seopra.htmInformation provided by the author of the site
No public addressRecording, Content i Automatyzacja: see the section “Recordings”
“od 2007 roku związane z branżą SEO” from 1:35Festiwal SEO 2021 Katowice
silesiasem.pl/festiwal-seo-2021-katowiceBECOME THE ANSWER 2027
becometheanswer.trustluna.comSEO Vibes on Tour Warszawa
whitepress.com/pl/seo-vibes-on-tour/warsawWarsztaty: widoczność marki w SEO i AI
vestigio.agency/warsztaty/warsztaty-seo-ai-pl.htmlInformation provided by the author of the site
No public addressFestiwal SEO 2025 w Katowicach - relacja i podsumowanie
devagroup.pl/blog/festiwal-seo-2025-w-katowicach-relacja-i-podsumowanieArchiwum wydarzeń
ctrlandgrow.com/archiwum.htmlRecording, emarketing pl event: see the section “Recordings”
“z prelegentami konferencji E-Marketing 2025” from 0:07 “to już 16 września wpadajcie do Warszawy” from 50:41Relacja z semKRK#23 BIG
devagroup.pl/blog/relacja-z-semkrk23-bigKonferencja SEO Vibes Summit 2025
whitepress.com/pl/seo-vibes-summit-2025Projekt SEO
projekt-seo.plsemKRK #3 - Maciej Chmurkowski
slideshare.net/slideshow/semkrk-3-maciej-chmurkowski/67118482AI Content Generation | Kurs Tworzenia Treści
sensai.io/pl/ai-content-generation-expertRecording, Senuto: see the section “Recordings”
“szkolenie, które zorganizowałem” from 2:25Work · mentor at
Maciej Chmurkowski mentors the AI Content Generation Expert track at SensAI Academy. [22]
Go to the section: TalksSources
Work · founded
Maciej Chmurkowski founded the company Adinspire (2013). [3][10]
Go to the section: ExperienceWork · works at
Maciej Chmurkowski works at Senuto since May 2024. [3]
Publisher of the report “AI Overviews in Poland” [6]
Product: LLM Monitor [1]
Area of work: Brand visibility in LLM answers [5]
Go to the section: ExperienceWorks and research · organizer
Maciej Chmurkowski organized the trainings “SEO Affiliate PRO”. [5][23]
Training topic: Affiliate SEO [5]
Training topic: SEO [5]
Go to the section: TalksWorks and research · author
Maciej Chmurkowski is the author of the report “Your brand in LLMs has shape and strength” (October 2026). [1]
Data from the application LLM Monitor [1]
Report on the area: Brand visibility in LLM answers [5]
Narrative from the presentation at the conference I Love Marketing&Technology [5]
Go to the section: ResearchWorks and research · co-author
Maciej Chmurkowski is a co-author of the report “AI Overviews in Poland” (November 27, 2025). [6]
Publisher: Senuto [6]
Go to the section: ResearchSources
Works and research · contributor
Maciej Chmurkowski is a contributor to the book “SEO w praktyce”. [7]
Go to the section: ResearchSources
Works and research · system author
Maciej Chmurkowski is the author of the system “Content production with AI”. [5]
Go to the section: ResearchSources
Works and research · builder
Maciej Chmurkowski builds the application “High Five, AI!”. [5]
Go to the section: ResearchSources
Education · alumnus
Maciej Chmurkowski is an alumnus of Bialystok University of Technology. [8]
Specialisation: Aircraft machinery diagnostics [2]
Go to the section: ExperienceEducation · specialisation
Maciej Chmurkowski specialised in aircraft machinery diagnostics. [8]
Specialisation at: Bialystok University of Technology [2]
Su-22 diagnostic system: Neural networks [2]
Go to the section: ExperienceTalks · spoke at
Maciej Chmurkowski spoke at conferences of the series Festiwal SEO. [10][15]
Talk topic: SEO [5]
Go to the section: TalksTalks · spoke at
Maciej Chmurkowski spoke at conferences of the series SEO Vibes Summit. [19]
Talk topic: SEO [5]
Go to the section: TalksTalks · spoke at
Maciej Chmurkowski spoke at conferences of the series semKRK. [18][21]
Talk topic: SEO [5]
Go to the section: TalksTalks · spoke at
Maciej Chmurkowski spoke at conferences of the series I Love Marketing&Technology. [14]
Report built on the narrative of the presentation at this conference: “Your brand in LLMs has shape and strength” [5]
Go to the section: TalksTalks · spoke at
Maciej Chmurkowski spoke at conferences of the series SEMWaw. [14]
Talk topic: SEO [5]
Go to the section: TalksTopics · knows about
Maciej Chmurkowski knows about: neural networks. [2]
Used in the Su-22 diagnostic system: Aircraft machinery diagnostics [2]
Early AI: Artificial intelligence [2]
Go to the section: ExperienceSources
Topics · knows about
Maciej Chmurkowski knows about: artificial intelligence. [2]
Early AI: Neural networks [2]
Go to the section: ExperienceSources
Topics · knows about
Maciej Chmurkowski knows about: SEO. [3][22]
Topic of the trainings SEO Affiliate PRO [5]
Includes the area: Affiliate SEO [5]
Topic of the talks at conferences of the series Festiwal SEO [5]
Topic of the talks at conferences of the series SEO Vibes Summit [5]
Topic of the talks at conferences of the series semKRK [5]
Topic of the talks at conferences of the series SEMWaw [5]
Go to the section: ExperienceTopics · knows about
Maciej Chmurkowski knows about: Google AI Overviews. [6][15]
Go to the section: ResearchTopics · knows about
Maciej Chmurkowski knows about: brand visibility in LLM answers. [3][24]
Monitored by the application LLM Monitor [5]
Area of work at Senuto [5]
Report on this area: “Your brand in LLMs has shape and strength” [5]
Go to the section: ResearchTopics · knows about
Maciej Chmurkowski knows about: knowledge graphs. [3][22]
Go to the section: TalksTopics · knows about
Maciej Chmurkowski knows about: affiliate SEO. [10][25]
Topic of the trainings SEO Affiliate PRO [5]
Part of the area SEO [5]
Go to the section: ExperienceTopics · knows about, research
Maciej Chmurkowski knows about: AI text humanization. [2][5]
Go to the section: Research| Point | Group | Relation | Sources |
|---|---|---|---|
| SensAI Academy | Work | mentor at | [22] |
| Adinspire | Work | founded | [3][10] |
| Senuto | Work | works at | [3] |
| LLM Monitor | Work | Product Owner | [5] |
| SEO Affiliate PRO | Works and research | organizer | [5][23] |
| Your brand in LLMs has shape and strength | Works and research | author | [1] |
| AI Overviews in Poland | Works and research | co-author | [6] |
| SEO w praktyce | Works and research | contributor | [7] |
| Content production with AI | Works and research | system author | [5] |
| High Five, AI! | Works and research | builder | [5] |
| Bialystok University of Technology | Education | alumnus | [8] |
| Aircraft machinery diagnostics | Education | specialisation | [8] |
| Festiwal SEO | Talks | spoke at | [10][15] |
| SEO Vibes Summit | Talks | spoke at | [19] |
| semKRK | Talks | spoke at | [18][21] |
| I Love Marketing&Technology | Talks | spoke at | [14] |
| SEMWaw | Talks | spoke at | [14] |
| Neural networks | Topics | knows about | [2] |
| Artificial intelligence | Topics | knows about | [2] |
| SEO | Topics | knows about | [3][22] |
| Google AI Overviews | Topics | knows about | [6][15] |
| Brand visibility in LLM answers | Topics | knows about | [3][24] |
| Knowledge graphs | Topics | knows about | [3][22] |
| Affiliate SEO | Topics | knows about | [10][25] |
| AI text humanization | Topics | knows about, research | [2][5] |
| AI Overviews in Poland and Senuto | Works and research | publisher | [6] |
| LLM Monitor and Senuto | Work | product | [1] |
| Your brand in LLMs has shape and strength and LLM Monitor | Works and research | data from | [1] |
| LLM Monitor and Brand visibility in LLM answers | Work | monitors | [5] |
| Brand visibility in LLM answers and Senuto | Topics | area of work | [5] |
| Your brand in LLMs has shape and strength and Brand visibility in LLM answers | Works and research | report on this area | [5] |
| Your brand in LLMs has shape and strength and I Love Marketing&Technology | Works and research | narrative from the presentation | [5] |
| SEO Affiliate PRO and Affiliate SEO | Works and research | training topic | [5] |
| SEO Affiliate PRO and SEO | Works and research | training topic | [5] |
| Affiliate SEO and SEO | Topics | part of SEO | [5] |
| Festiwal SEO and SEO | Talks | talk topic | [5] |
| SEO Vibes Summit and SEO | Talks | talk topic | [5] |
| semKRK and SEO | Talks | talk topic | [5] |
| SEMWaw and SEO | Talks | talk topic | [5] |
| Aircraft machinery diagnostics and Bialystok University of Technology | Education | specialisation | [2] |
| Aircraft machinery diagnostics and Neural networks | Education | Su-22 diagnostic system | [2] |
| Neural networks and Artificial intelligence | Topics | early AI | [2] |