How visible is my brand in AI answers, and how do I measure it?
Buyers are forming shortlists inside AI answers before they reach a brand’s website. Our Gen AI Search Performance (GASP) Future Lab measures a brand’s visibility in those answers and tests what moves it. With Knotch, we study the changing customer journey, and MMA’s Great Debates tackle where to invest and how to prove the return.
- 11 sessions
- 1 report
- 1 Future Lab
- ESOMAR 2026 Gold Winner
Breakthrough Research Methodology Award
Watch
55:37
MMA’s Great Debates
How do you actually measure the ROI of GEO — and what are you even measuring?
Influence may happen inside an AI answer without producing a click. How do you connect visibility signals to investment decisions?
-
Dr. Michael PettietteFaculty Member, San Diego State University
-
Janet BalisBCG
-
Dr. Kartik HosanagarBodhium Labs
-
Amy AveryBank of America
-
Brian JolsonCVS Health
- +2
56:55
MMA’s Great Debates
+3Oct 8, 2026
Does your data structure determine your AI visibility?
Member-only access+3Oct 8, 2026
59:27
MMA’s Great Debates
+3Sep 24, 2026
Should GEO live inside SEO, or is it a separate discipline?
Member-only access+3Sep 24, 2026
54:54
MMA’s Great Debates
+2Sep 9, 2026
Is AI helping or hurting your brand’s reputation — and how do you know?
Member-only access+2Sep 9, 2026
44:18
MMA’s Great Debates
+4Aug 27, 2026
Can you actively shape how AI talks about you — and what’s the evidence?
Member-only access+4Aug 27, 2026
53:48
MMA’s Great Debates
+3Jul 30, 2026
How visible is your brand in AI, and how do you measure it at scale?
Member-only access+3Jul 30, 2026
8:15
9:46
59:16 
43:40
Live next on this question
Dec
9
Where Should Marketers Invest to Win in AI-Driven Search?
GEO is adding another dimension to an already complex investment landscape. Where should marketers prioritize resources, and how do you balance short-term visibility with long-term brand growth?
Behind the work
Future Lab
Gen AI Search Performance (GASP)
See your brand’s visibility in AI answers, and prove what moves it.
- Gold Winner · Global · The ESOMAR Awards 2026 Breakthrough Research Methodology Award