AI mentions really matter. So what should you track?

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O1 How often are you mentioned?

Test your brand’s performance by asking the most-used AI platforms the questions your customers might ask. And see if – and when – your brand appears.

It’s worth running this test on a regular basis and logging responses in a spreadsheet to compare changes over time. AI tools that can automate this for you are fast emerging, too.

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O2 How accurate are the results?

AI isn’t perfect. It can hallucinate or simply find the wrong information. Check whether what appears is accurate.

You can influence this by making sure all of your publicly available details are up-to-date and creating high-quality brand-led content.

Take a look at your website’s structured data, too. Adding schema markups helps search engines and AI tools better understand your pages’ content.

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O3 How do you compare to your competitors?

It’s as simple as it sounds. Whatever you’re querying about your brand, it’s worth asking the same for your main competitors.

Comparing AI mentions, answers and positioning to your rivals can help pinpoint the key areas where your brand falls down – and where it’s doing well.

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O4 How do people feel – and speak – about your brand?

Building a brand is ultimately about emotional connections. And AI can help you monitor how people talk about your business.

AI can analyse reviews and social media to see how you fare against competitors and identify the emotional tone behind brand mentions. This will give you an insight into how your brand is currently perceived by customers – and help you understand where you could improve.

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Interested? Visit our AI page for more insights into building brands in the AI era.