Discovery is moving from search results to AI answers. When buyers ask ChatGPT, Gemini, or Perplexity, the brands the model names win the consideration set, and the pages it cites are often not the ones that rank in search. Most brands can’t see whether they show up, or change it. GASP is a new MMA research lab that helps brands measure their visibility in AI answers and prove what actually moves it, quantifying how much is in their control.
Questions we explore
- How much of your AI visibility is in your control vs. external signals?
- What kinds of content changes shift the answers?
- How quickly does new content earn visibility in AI answers?
The approach
A structured, measured study: establishing a baseline, making targeted content changes, and tracking the shift in AI visibility against a control. Rigorous enough to show cause, not just correlation.
Early signals
- One brand moved #27 to top 10 in AI answers.
- A single article became the cited source for 60 questions.
- A new brand was cited in ChatGPT within 10 days.
Research partner
Bodhium Labs, led by Prof. Kartik Hosanagar (Wharton, former Google DeepMind), built on analysis of billions of AI queries.