Zen Media has announced the launch of a new diagnostic tool called GEO GPT™, which is expected to help businesses understand the presence of their brands in AI responses. The solution is expected to help marketers overcome the problem of measuring the presence of brands in AI responses.
As generative AI platforms are becoming more and more a part of the customer research journey, businesses are being increasingly evaluated based on AI responses rather than search results. For example, when people ask AI assistants for vendor suggestions or industry recommendations, they are often provided with curated lists of vendors. This means that brands that are not present in AI responses are not being considered by the customer in the first place.
GEO GPT™ has been created to assist businesses in recognizing and measuring the phenomenon. The tool analyzes the number of times the brand is referenced within the answers provided by the AI technology, the positioning of the brand within the recommendation list, and the brands that are suggested in the absence of the original brand. The tool analyzes various questions entered into AI technology platforms, giving businesses an extensive overview of their AI technology presence.
“Companies have spent decades measuring search rankings and website traffic,” said Duran Inci. “But AI systems are now shaping vendor discovery directly. GEO GPT™ gives organizations their first clear diagnostic of whether AI systems even recognize them as an option.”
Why AI Visibility Matters for Modern Brands
The emergence of generative AI is changing the way buyers find and consider a list of potential vendors. Rather than searching through a list of results from a search engine, buyers are increasingly asking AI systems direct questions about which vendors offer a certain product, service, or expertise. The results that these systems provide to buyers are often the first time that buyers will be introduced to a potential vendor.
This is changing the way that brand perception is being shaped within the results of these AI systems. Brands that do not show up within these results will miss the opportunity to influence the buyer early on in the process. This is why communications leaders are starting to think about how to manage this new form of brand perception within AI systems.
According to Sarah Evans, Partner and Head of PR at Zen Media, understanding how AI systems represent a brand is becoming a critical part of modern communications strategy.
“AI answers are influencing perception at scale,” Evans said. “But most organizations still have no visibility into whether they appear in those answers at all.”
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How GEO GPT™ Evaluates Brand Presence in AI Systems
GEO GPT™ works by simulating realistic prompts that mirror how buyers typically interact with AI tools during vendor research. The diagnostic process tests these prompts across multiple generative AI platforms and analyzes how each system responds.
The analysis focuses on several key metrics, including:
- Frequency of brand mentions within AI-generated responses
- Average ranking position when the brand appears
- Top-three recommendation rate
- Competitors surfaced when the brand is not included
- Visibility patterns across different buyer personas and intents
The collected insights are compiled into a structured AI visibility report, allowing organizations to understand how their brand is currently represented within AI-generated answers and how that compares with competing providers.
Introducing Answer Share™ as a New AI Visibility Metric
A central feature of the platform is Answer Share™, a proprietary metric that measures the percentage of tested prompts in which a brand is referenced by AI systems.
For example, if a brand appears in 28 out of 100 prompts evaluated by the tool, its Answer Share™ would be calculated at 28%. This metric provides marketing teams with a straightforward way to compare visibility across competitors and monitor changes over time as their digital authority evolves.
By translating AI recommendation patterns into measurable insights, GEO GPT™ introduces a new layer of analytics for organizations navigating the rapidly changing landscape of AI-driven search and discovery.
