MMA launches new tool to measure visibility in AI answers

MMA Global APAC has launched Gen AI Search Performance (GASP), a new research lab aimed at helping brands assess their visibility in responses generated by artificial intelligence. The initiative seeks to understand how companies can improve their presence in these emerging channels.

Traditional search engine optimization (SEO) is becoming less effective as AI chatbots, such as ChatGPT and Gemini, provide direct answers without traditional search result listings. This shift means a brand's mention within an AI response is critical for consumer consideration. The GASP tool allows companies to track how often their brand is cited and how content modifications impact this visibility.

The lab's research methodology involves establishing a baseline visibility, implementing targeted content changes, and monitoring the resulting shift in AI answers. The goal is to demonstrate cause-and-effect relationships rather than mere correlation. Early test results have shown notable improvements, including one brand moving from the 27th position to the top 10 in AI answers, and a single article becoming a cited source for 60 questions.

Bodhium Labs, led by Professor Kartik Hosanagar, developed the tool using analysis of billions of AI queries. MMA Global APAC anticipates that the GASP lab will assist marketers in adapting to the rapidly evolving digital landscape and ensuring effective communication in the age of AI.