What to look for and how to measure your brand’s algorithmic presence
In this Marketing Mag byline, Meltwater’s Upali Dasgupta examines how AI is changing the way consumers discover, evaluate and form opinions about brands. As tools such as ChatGPT, Gemini and Google’s AI Overviews increasingly curate information before someone reaches a brand’s website, the article argues that marketers need to look beyond traditional visibility metrics and understand how their brand is being interpreted by algorithms.
It demonstrates the growing importance of Generative Engine Optimisation and the need for communications teams to measure “share of algorithmic presence” alongside more established metrics such as reach, sentiment and share of voice.
“Just as we once measured share of voice, we’ll soon measure share of algorithmic presence: how often, how accurately, and in what context a brand appears when AI provides answers.”