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Antom · Ant International

Singapore & Hong Kong · 2026

GEO & AI Search Fintech · B2B Singapore · Hong Kong Trafficless Methodology

Building AI visibility
from zero.

How Kaliber applied Category Entry Points and a multi-surface Content Universe to make Antom the AI's answer to payment questions in Singapore and Hong Kong, in 8 weeks.

+1,960%

AI Mode mentions · Google

5 → 103 mentions

+6,720%

AI Mode impressions globally

1,090 → 74,345 impressions

+699%

Organic search · Hong Kong

1,150 → 9,184 visits/month

Scroll to read the case study

Where we started

Strong product.
Zero presence where buyers were looking.

AI Overview mentions globally at the start. Functionally absent from the category conversation.

AI Mode appearances globally. Payment decision-makers were using AI. Antom simply didn't appear.

99%+

Competitor dominance. Stripe held 99.4% of AI Overview share. Adyen held the rest. Antom had zero.

The macro shift

Search is moving from clicks
to conversations.

The channel where B2B buyers do research has shifted. If you're not being cited by AI, you're not in the consideration set. Not because buyers chose to ignore you, but because the AI didn't mention you.

56% → 69% zero-click searches

16B/day Google AI Mode searches

700M+ weekly AI users

Payment leads in SG & HK were using AI to research infrastructure. Antom had no presence in those answers
Questions on payment churn, cross-border settlement, and checkout abandonment were being asked daily
Antom had competitive answers to all of them. But no content positioned to be retrieved

The window

Google rewarded 10 years of Stripe's domain authority. AI search rewards whoever answers the specific question best. The window exists, but it closes as incumbents move.

The challenge

Don't outspend the incumbent.
Own the questions they aren't answering.

Antom. The payments infrastructure arm of Ant International. Had a competitive product and an ambitious growth mandate across Singapore and Hong Kong. The problem: buyers were researching with AI. Antom didn't appear in any of those answers.

Outspending Stripe on Google domain authority wasn't viable. A 10-year authority deficit
The play: own the specific questions Stripe wasn't bothering to answer. Operational, decision-level questions enterprise teams actually ask
Payment churn, checkout abandonment, cross-border settlement. High-intent, low competition
Map the questions → score for winnability → build authoritative answers across every AI surface

Zero presence despite competitive product. The gap wasn't product quality. It was the absence of answers to questions buyers were already asking AI.

AI search is winnable faster than Google SEO. Traditional SEO takes 3–5 years. AI search visibility is achievable in weeks if you own the right questions.

Incumbents leave gaps. Stripe optimises for broad category terms. The specific operational questions. Payment churn, checkout abandonment, cross-border settlement, were uncontested.

The approach

Category Entry Points.
Multi-surface execution.

Kaliber applied a Category Entry Point (CEP) methodology. The specific decision moments where payment leaders turn to AI for answers. We mapped every question a payment lead in SG or HK asks during a real evaluation, scored each for winnability, then built authoritative answers across every surface AI retrieves from.

CEP mapping. Every question a buyer actually asks

84 questions mapped across Singapore and Hong Kong. Each scored on three axes: Common (asked often), Competitive (ownable vs. Stripe/Adyen), Credible (Antom can legitimately answer). Anything failing the score was cut before a word was written.

Why do failed payments kill subscriptions How to reduce checkout abandonment SaaS Cross-border payment settlement SEA Stripe alternatives Singapore fintech Payment churn rate benchmarks B2B payment gateway comparison APAC Payment infrastructure for SME Vietnam Best payment provider Hong Kong ecommerce Best payment gateway 2024 Stripe vs PayPal Online payment solutions

Owned

Cut. Too broad or unwinnable

Two markets. Two angles. Commercial-intent focus.

Singapore: subscription payment churn. Failure modes that kill SaaS retention
Hong Kong: checkout UX + cross-border conversion. Abandonment patterns in digital retail
Markets selected for commercial intent, buyer specificity, competitive gap. Not volume alone

Content Universe. Not standalone articles

Each CEP deployed across 6–8 surfaces: article, video, social, community, knowledge hub
Multiple corroborating sources = stronger citation signals across every AI platform
Old model: one article per keyword. This model: a category claim per CEP

Problem-first, product-second

Every piece built around questions, "Why do failed payments kill subscriptions?". Not Antom's feature set
AI engines retrieve answers to questions, not product pages
Lead with the problem, establish authority, then position. Never vendor-brief tone

Multi-surface execution

Each CEP became an interconnected
Content Universe.

Not a standalone article. A constellation of corroborating assets across every surface where AI systems retrieve information. Giving AI engines multiple reasons to cite Antom across multiple platforms simultaneously.

Content resources per CEP

Buyer questions mapped

Distribution surfaces

Antom AI Overview evidence. Singapore SERP capture

↗ Click to expand

Real-world AI Overview capture · Singapore · April 2026 ✓ Live SERP evidence

🔍

LinkedIn thought leadership

🔍

LinkedIn amplification

🔍

YouTube / video

🔍

Social amplification

📌

For the first published CEP (Payment-Layer Churn), approximately 60% of mapped search queries now trigger AI Overview or AI Mode responses that cite Antom's content. This is real-world SERP capture from Singapore, April 2026.

Real-world SERP evidence · Singapore · April 2026

The results

Zero to category leader
in 8 weeks.

Measured across Google AI Mode, Google AI Overviews, Perplexity, and organic search. Singapore and Hong Kong.

Google AI Visibility

Google AI Mode
+1,960%AI Mode mentions globally
5 → 103 mentions

Google AI Mode
+6,720%AI Mode impressions globally
1,090 → 74,345 impressions

Google AI Overviews

+138%

AI Overview mentions globally

16 → 38 mentions

Google AI Overviews

+1,216%

AI Overview impressions globally

→ 10,346 impressions

Organic search. The compounding effect

+699%

Hong Kong monthly organic visits
1,150 → 9,184 · Sep 2025 → Jan 2026

+193%

Global monthly organic visits
14,887 → 43,677

+366%

Backlinks to antom.com
Citation authority compounding

Beyond Google. Perplexity & ChatGPT

+86%

Singapore monthly organic visits
1,228 → 2,280

16%

Perplexity brand visibility
0% → 16%. From absent to cited

31.5%

ChatGPT retrieval rate
#1 retrieved source on ChatGPT

Four reasons this worked

The transferable principles
behind the Content Universe model.

These aren't Antom-specific. They're the structural reasons AI systems cited Antom's content across Google, Perplexity, and ChatGPT. And why the same approach works for any B2B brand competing in a category dominated by an entrenched incumbent.

Problem-first, not product-first

AI engines retrieve answers to questions, not product pages. Build content around what buyers actually ask, then position the brand as the source.

Score for AI eligibility before writing

Evaluate each topic for reasoning depth, entity richness, and decision tension, the signals generative engines reward. If it doesn't score, don't write it.

Multi-surface deployment compounds authority

Blog + video + social + community = multiple corroborating sources. A single article is a signal. A Content Universe across 6 surfaces is a category claim.

Pick the game where authority doesn't matter yet

Google rewarded Stripe's 10 years of domain authority. AI search rewards whoever answers the specific question best. The window is open, but it closes as incumbents move.

The categories we needed were locked on Google. Kaliber found us a way to be visible to the same buyers through a channel our competitors hadn't prioritised yet.

Antom · Ant International

Services used

What we worked on.

GEO & AI Search → Category Entry Point mapping Content Universe architecture Multi-surface content production AI citation tracking Organic search compounding

GEO & AI Search

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Google Premier Partner US$500M+ managed 90% from referral

Building AI visibilityfrom zero.

Strong product.Zero presence where buyers were looking.

Search is moving from clicksto conversations.

Don't outspend the incumbent.Own the questions they aren't answering.

Category Entry Points.Multi-surface execution.

Each CEP became an interconnectedContent Universe.

Zero to category leaderin 8 weeks.

The transferable principlesbehind the Content Universe model.

What we worked on.

Building AI visibility
from zero.

Strong product.
Zero presence where buyers were looking.

Search is moving from clicks
to conversations.

Don't outspend the incumbent.
Own the questions they aren't answering.

Category Entry Points.
Multi-surface execution.

Each CEP became an interconnected
Content Universe.

Zero to category leader
in 8 weeks.

The transferable principles
behind the Content Universe model.