Brand marketers are attempting to influence how their content shows up in AI-powered search results – another sign of how the content marketing industry is updating traditional SEO strategies in response to the advent of artificial intelligence.
Brand marketers are already pivoting their content to focus more on original, journalism-style content in an effort to get users to click through to visit their websites. But they’re also updating their optimization strategies in an attempt to gain greater control over how their content is surfaced and referenced by AI.
Hubspot last week launched “AI Search Grader,” a free-to-use tool that it says can show brands how “visible” they are in AI-powered search engines. The tool currently analyzes how a brand shows up in GPT-4o. For each search, the tool will spit out a brand sentiment score, marked out of 80, and whether ChatGPT’s responses are positive, negative, or neutral overall. It also offers a summary of overall sentiment. For example, Nike gets high marks for overall consumer sentiment, marketing and customer service. However, ChatGPT frequently remarks on how expensive its shoes are as well as issues around poor working conditions in Nike factories – which brings down the score.