"Large Language Models (LLMs) like ChatGPT, Claude, Gemini and Perplexity are rapidly becoming the first place decision-makers go for answers. These systems don't return a page of links; they generate a synthesized response. Whether your brand is included, or ignored, in that answer increasingly determines your relevance in the buying journey. This changes the marketer's playbook. Visibility is no longer only about ranking on Google. It's about whether you're present in AI-generated responses, how you're framed,"
"The challenge for marketers isn't simply tracking this new set of KPIs. It's knowing how to interpret the signals and translate them into action. Let's look at four core AI KPIs: mentions, sentiment, competitive share of voice and sources. We will explore how each can directly shape strategy. Mentions: The visibility test The first KPI is the simplest: how often are you mentioned inside LLM responses?"
Marketers historically measured digital success with impressions, backlinks and clicks tied to search rankings. Large Language Models like ChatGPT and Claude now generate synthesized answers that replace pages of links. Brand inclusion or omission in those AI responses increasingly determines relevance during buying journeys. Visibility depends on presence in AI-generated responses, framing of the brand, and which sources receive credit. New core KPIs include mentions, sentiment, competitive share of voice and sources. Mentions function as diagnostic signals when broken down by query type, revealing which content resonates and which areas require reinforcement. Interpreting these signals is necessary to shape strategy.
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