Only 16% of Brands Track Their Visibility in AI Results

A report issued by the IAB revealed that only 16% of brands monitor their visibility in generative AI tool results, such as Google AI Overviews and ChatGPT, at a time when the importance of these tools is rising as a new marketing channel.

The study, which surveyed over 300 global brands, showed that 80% of them rely on AI for customer service and content creation; however, the majority neglect measuring their brand's visibility in the outputs of these tools and the extent to which they recommend them.

Researchers warned that this monitoring gap could expose brands to losing their market share in AI-powered search channels, which have become a growing source for product discovery and purchasing decisions among a broad segment of consumers.

The report recommended that brands integrate AI visibility metrics into their marketing strategies and utilize specialized monitoring tools capable of tracking how AI systems recommend their products and services to users.

What do these terms mean?

Google AI Overviews: A feature displayed by the Google search engine at the top of the results page, which summarizes information from multiple sources using artificial intelligence, impacting click-through rates for websites appearing below it.

AI Visibility Tracking: Measuring the extent to which AI systems include mentions of a brand or its products in their answers and recommendations, serving as a complementary marketing metric to traditional search engines.

IAB (Interactive Advertising Bureau): An international association comprising major media, technology, and advertising companies, which issues standards and research that serve as a reference for the digital advertising industry worldwide.