• An AI visibility audit provides a structured approach for search and brand teams to assess how their brand shows up on platforms like Google’s AI Overviews, ChatGPT, and Perplexity.
• Want to turn your AI visibility audit into a report for stakeholders?

  Download the AI Visibility Audit Report Template, a free resource to share visibility gaps, AI mentions, and opportunities for growth with stakeholders.

• 1. Define the scope of your AI visibility audit 

  Before benchmarking your AI visibility, start by defining exactly what you’re auditing and where.

  This scope determines how consistent and comparable your data will be across platforms and time periods.

  Here’s what to clarify:

  • AI platforms: Which platforms will you include in the audit? (e.g., Google AI Overviews, Gemini, ChatGPT, Perplexity, Claude, Copilot)
  • Entities: List all the brand entities and sub-entities to analyze, such as your company, products, authors, thought leaders, or executives.
  • Regions and languages: Define geographic or linguistic scopes, especially if your brand operates internationally.

• or example, there’s a difference between only tracking mentions of your main brand and tracking all connected sub-brands or entities as well. For Ahrefs, it could include:

  Entity Type	Example
  Main brand	Ahrefs
  Product brands	Site Explorer, Brand Radar, AI Content Helper
  Proprietary features	Patches, Keyword Intents, AI Keyword Translator
  Proprietary metrics	Domain Rating, Traffic Potential
  Personal brands	Tim Soulo, Patrick Stox, Ryan Law, Glen Allsopp
  Sub-brands	Yep, Detailed SEO
• For consistent, comparable data, you can use a tool like Ahrefs’ Brand Radar to track visibility across multiple AI platforms in one go. Enter your brand and select the region you’d like to receive data for:
• • Mentions: The number of times your brand is mentioned in AI responses.
  • Citations: The number of times your brand’s website is cited as a source in AI responses.
  • Impressions: An estimation of exposure based on how often responses containing your brand are shown in search results.
  • AI Share of Voice: How often your brand is mentioned in AI responses compared to competitors.
• You can also benchmark whether people are searching for your brand in the Search demand tab:

• Other patterns worth paying attention to include:

  • Accuracy: Is your brand information in the response accurate?
  • Sentiment and framing: Is your brand presented in a positive, neutral, or negative light?
  • Differentiation: Are any unique attributes and positioning of your brand present in the response, or is it generic information?
  • Authority: Is your brand presented as the lead mention with the most authority compared to others?
  • Call-to-action: Does the response make you the recommended source to guide the user on the next step in their journey?
• Download our free AI Visibility Audit Report Template if you don’t already have one. Replace all the pink sections and summarize your key findings in scorecards and quick snapshots of key points.

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• State of the Consumer 2024: What’s now and what’s next

  June 10, 2024
• By Christina Adams, Kari Alldredge, and Sajal Kohli

• Dell

   

  Dell’s social media policy is digestible, yet still meets the requirements of the company’s needs.

   

  The policy is broken down into several sections: purpose and scope, related policies and consequences of violations, social media account ownership and Dell’s five social media principles.

   

• Direct messaging is a preferred method for brand engagement, making efficient inbox management a key priority.

   
  • 52% of Gen Zers prefer private DMs over public commenting when interacting with creators or companies, per Zebracat.
   
  • More than half (53.5%) of US Gen Zers use social media for direct messaging, per our data.

• “Good” and “bad” frictions in customer experience: Conceptual foundations and implications

   
  <!-- Empty dropzone -->
   
   
  Manjunath Padigar, 
   
  Manjunath Padigar
   
   
  • orcid.org/0000-0002-8516-5036
   
   
  Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia
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  Yi Li, 
   
  Corresponding Author
   
  Yi Li
   
   
  • yi.li@mq.edu.au
   
   
   
  • orcid.org/0000-0003-3745-9117
   
   
  Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia
   
  Correspondence Yi Li, Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia.
   
  Email: yi.li@mq.edu.au
  Search for more papers by this author
  Chandana N. Manjunath, 
   
  Chandana N. Manjunath
   
  Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia
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  Manjunath Padigar, 
   
  Manjunath Padigar
   
   
  • orcid.org/0000-0002-8516-5036
   
   
  Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia
  Search for more papers by this author
  Yi Li, 
   
  Corresponding Author
   
  Yi Li
   
   
  • yi.li@mq.edu.au
   
   
   
  • orcid.org/0000-0003-3745-9117
   
   
  Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia
   
  Correspondence Yi Li, Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia.
   
  Email: yi.li@mq.edu.au
  Search for more papers by this author
  Chandana N. Manjunath, 
   
  Chandana N. Manjunath
   
  Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia
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  First published: 21 August 2024
   
  https://doi.org/10.1002/mar.22111

• What we know about gamification as a research method

     Jump to Article  

    

    

    7 min read 

    

   

   

     

   

    WARC Best Practice, July 2025

• What we know about branded utility

    

    

    10 min read 

    

   

   

     

   

    WARC Best Practice, March 2024 

   

    

    

   

   

   

  Summary

   

   

   

    Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

• What we know about branded utility

     Jump to Article  

    

    

    10 min read 

    

   

   

     

   

    WARC Best Practice, August 2025

• What we know about branded utility

    

    

    10 min read 

    

   

   

     

   

    WARC Best Practice, March 2024
• Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.
• Brands are increasingly offering useful services and experiences ('utility') as a way to stand out and gain attention. Big data, digital media and technology offer unprecedented opportunity for marketers to develop relevant and convenient services to meet and even anticipate consumer needs. Digital assistants mean brands can now extend themselves further, offering highly localised and helpful utility to consumers.

• Definition

   

  Branded utility is the practice of investing in services or experiences that help consumers or add value to their lives.

• Another French example is child welfare association L'Enfant Bleu launching a campaign to reach out to children who may have been victims of abuse during the COVID-19 pandemic. It inserted an ‘undercover avatar’ into Fortnite, a video game hugely popular with young people, to make it easy for users to confide their concerns without arousing the suspicions of potential abusers. L'Enfant Bleu collaborated with micro-influencers from the gaming universe who spread the word about the avatar on Instagram stories and Twitch livestreams, both of which are deleted after 24 hours and leave no trail. The campaign resulted in 1,200 friend requests from children, 30% of which were related to dangerous situations asking for urgent preventive treatments, as well as millions of media and PR impressions. The campaign has won a number of awards including Gold for Creative Effectiveness at Cannes in 2022.

   

  Another example comes from Russia where over-the-counter pain treatment Voltaren after identifying osteoarthritis as the most common chronic illness affecting its target audience, Voltaren set out to remove barriers to diagnosis, which often resulted in the condition seriously impacting sufferers’ quality of life. In partnership with Moscow State University’s Medical Research Center, the brand created Osteoscan, an online tool able to diagnose osteoarthritis from an X-ray and a completed survey. Collaborating with respected medical and technology partners gave the initiative credibility, leading to improved perception of Voltaren. The brand also saw sales value increase by 20% and market share by 3 percentage points, and won Gold at the 2020 WARC Media Awards.
• Another example is food company Nestlé’s launched of knowledge service platform, Ask Nestlé, in India to answer all the nutrition-related queries of Indian mothers with children aged between two and 12 years old. The company created cross-functional partnerships with technology platforms, content aggregators and search platforms to give mothers access to trained nutrition experts, 24 hours a day, seven days a week, so that they could make better, informed nutrition choices for their children. A mobile-first service, Ask Nestlé was present wherever mothers went looking for information – search, social media, blogs, content and mass media. This enhanced Nestlé’s nutrition credentials and brand trust

• Digital assistants such as Amazon’s Alexa, Google Home and Apple’s Siri, are driving growth in voice interaction between brands and consumers. As such, brands should seek to find the ‘micro moments’, particularly along the customer’s path to purchase, where they could offer real value, such as:

   
   
  • Advice: Tide, the washing detergent, for example, offers its customers in-the-moment advice on stain removal.
   
  • Reducing friction: Make it easy for consumers to book restaurant reservations or book flights through simple voice commands.
   
  • Customer experience: Help customers get the most out of the product or service they are using.

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