According to Hubspot CMO Kipp Bodnar, the goal is to help marketers better understand how brands appear in an LLM and help them start navigating an increasingly fragmented world of search beyond Google. It also uses some of the DNA from earlier Hubspot tools like its Website Grader. However, he said some aspects will get better in the coming months.
To create AI Search Grader, the team started with qualitative analysis using prompts representative of how people use to find information about brands and companies. After that, the AI model's answers are fed to Hubspot's machine learning model to conduct a sentiment analysis before re-translating back into natural language for the final report.
'We were trying to figure out if we can actually identify the competitors in the category and map that well,' Bodnar said. 'And it turns out, for most established categories, you can. I think the sentiment is still the hardest part.'
Generative AI search platforms and chatbots still don't provide the same granular info about search queries that brands are used to getting with traditional search. However, Hubspot's tool aims to save companies the cost and time usually required to do a full LLM audit.
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