As the era of search engine optimization evolves, U.S. advertising agencies and tech startups are devising new strategies to enhance brand visibility in AI chatbot-generated results. Companies like Profound and Brandtech have developed software to monitor brand appearances on AI services such as ChatGPT and Claude.
These tools analyze the frequency of brand mentions by providing extensive text prompts to chatbots and assessing the generated outcomes. The insights are then used for advertising strategies, guiding how to ensure brands are effectively mentioned by AI models. Brandtech, for instance, offers a "Share of Model" product that advises brands on optimizing website content for AI searches.
Jack Smyth, a partner at Brandtech, emphasizes the significance of large language models as influential entities in the new digital era. Profound provides a data analysis platform that allows brands to track industry-related queries and evaluate their AI search performance.
Companies like fintech firm Ramp, job portal Indeed, and Chivas Brothers, a Scotch whisky maker under Pernod Ricard, are leveraging these tools to enhance brand impact and reach millions using generative AI products as a new search method.
