BrandRank.AI

Heads up that I'll be presenting, pitching, hosting client meetings, and delivering 1:1 demos of our new BrandRank.AI #SaaS dashboard at HumanX next week. Reach out to me here or via the event app if you want to connect. We now work with about 25 brands. Here's a few of the themes and topics I'll be discussing across all my activity: - The #AnswerEconomy and #GenerativeAI’s Impact on Brands - The Disruption of Search and the Rise of #AnswerMedia - Navigating Brand Vulnerability in AI-Driven Search - Embracing the Boring Basics: Brand Websites as #1 AI "Algorithmic Anchor" - Understanding & Leveraging the "Prompted Moment of Truth" - Trust = RV2 (Content Readiness, Visibility, Vulnerability) - Why Amazon Rufus is a Absolute Game-Changer (even headache) for Brands - R&D is the New Marketing in the AI Era Bastien Parizot Filippo Catalano Goran Kukic Lee Beech Paul Baier John Sviokla Drew Ianni Shiv Singh Greg Kahn David Serre Matthew Basler Mark Brodeur James Knott Elisha Herrmann Dave Balter Jay Stockwell John Stieger Chetan Parekh Mark Silva Kevin McCarthy John Costello

9 billion searches happen daily. By 2028, half that traffic will vanish. Why? We're entering the Answer Economy, where AI doesn't just find - it synthesizes. No more scrolling through links. No more skimming articles. Just instant, contextual -- increasingly multimodal -- answers. The data is stark: - Over half of Generation AI user are already abandoning traditional search - Nearly 70% trust AI-generated answers - Google's CEO Sundar Pichai : "2025 will be about making AI the point of contact" Here's the crisis: While AI can answer complex questions in milliseconds, most brands are stuck in 2010, clinging to static FAQs and rigid content models. 2025 should be all about closing the "Great Answer Divide." I'll be writing more about this here or via my Substack newsletter (https://lnkd.in/g2nHQUnh) Paul Baier Jon Salisbury Max Kalehoff Matias Perel Helen Todd (Human) Kendra Ramirez John Battelle Stan Joosten Lee Beech Tracey Cooke Christy Page Ximena O. James Knott Jean Marzloff Matthew Basler Chetan Parekh Sherrie Kinderdine Adam Rappaport John Sviokla Michael Stich Hank Hudepohl Shiv Singh Jeremiah Owyang Greg Kahn BrandRank.AI

With Unilever’s recent CEO transition— FERNANDO FERNANDEZ stepping in as Hein Schumacher exits—the company is at a pivotal moment. But how do AI-driven "Answer Engines" interpret its biggest challenges and opportunities? A striking consensus: Dove is Unilever’s transformational powerhouse, unanimously identified as the brand with the most potential to drive growth. However, when it comes to which brand to divest, opinions diverge—Lipton (ChatGPT, Claude, Meta / Llama ), Ben & Jerry’s (X Grok), Magnum (DeepSeek AI), Suave (Co-Pilot), and “Any Non-Power Brand” (Gemini, Perplexity). KEY INSIGHTS FROM OUR AI COMPARISON: * Challenges vary by AI model. #Sustainability is a universal concern, but some engines prioritize leadership instability (ChatGPT, Co-Pilot), economic volatility (Gemini, X/Grok), and competition (Perplexity). * Growth bets align. Power brands, premiumization, and e-commerce are top themes, with health & wellness emerging as a key driver. Reflecting on this, Unilever’s future will be shaped by its ability to balance brand focus, market expansion, and leadership stability (sprinkles w/health & sustainability on top). The Answer Engines (#LLMs) provide an external mirror—will Unilever’s strategy align? Or....is their thinking out-of-whack? What do you think? David Serre John Sviokla Frederic Colas Rishad Tobaccowala Norm Johnston Paul Baier Shiv Singh Babs Rangaiah Paul Polman Max Kalehoff Kate Fulford-Brown Gerardo Mazzeo Chetan Parekh Matthew Basler Mary Carmen (MC) Gasco-Buisson Drew Ianni Jon Salisbury

?? Just had the honor of keynoting the University of Cincinnati "AI & Emerging Tech Symposium" with one simple but urgent message for students: OWN your "Prompted Moment of Truth." Students today must be EYES-WIDE-OPEN about the importance of "marketing to algorithms." Not always easy to accept ....but this is REAL. Consider: ?? AI never forgets. Your digital reputation is being built every second—whether you’re actively shaping it or not. ?? Employers, investors, and colleagues are already using AI to form first impressions of you. ?? Generative AI search is replacing traditional search engines—meaning AI isn’t just pulling from your LinkedIn, but from everything about you. What happens when someone types your name into an AI-powered search engine? Will they find thoughtful contributions, published insights, and professional credibility? Or will AI define you based on random, uncurated digital footprints? My advice for students is SIMILAR TO BRANDS: ? Write and publish – Start a blog, post insights, comment thoughtfully on LinkedIn. AI rewards contribution. ? Leverage third-party validation – A university degree like UC or Xavier University or Miami University degree helps, but endorsements, affiliations, and credible citations matter. ? Don't BS -- It's very hard to "game" or BS AI. Answer Engines are too smart, and there's real competition among them to be the "single source of truth." Also, your digital footprint should be deliberate, not accidental. I said all this with confidence because I’m now a year into BrandRank.AI , where we’ve conducted thousands of audits on brands—and now we’re even monitoring influencers, professional athletes, and CEO “brands.” The same principles apply to students looking to compete and be visible in an uncertain (and certainly more competitive) marketplace. Your AI profile is being written right now. The question is: Are you the author, or is AI writing it for you? Recall my earlier post and "Brand Smoothie" demo (https://lnkd.in/gPZ2YC9q). Neville G. Pinto Gregory Crawford ryan hays Bharath Prabhakaran Colleen M. Hanycz Marco Pagani Jeni Al Bahrani Kevin Kirby John Weidner Kristine Decker Hank Hudepohl Kelly Cohen Charles H. Matthews, Ph.D. Glenn Platt Maurice E. Coffey, II Liam Blackshaw-Brown Leila Blackshaw-Brown Neil Tilow Kendra Ramirez Jorge Perez John Pepper Anna Sullivan Erin Finn Aidan Finn Jack Micucci 1819 Innovation Hub UC Digital Futures University of Cincinnati Carl H. Lindner College of Business Paul Baier John Sviokla Jeffrey Bussgang Lisa Bradner Liz Engel Thom Mariner Carl Fraik Jon Salisbury

What does the question "How to feed a dog?" have to do with AI answer engines? Read on! Earlier this month, ?????????????? ???????????? was made available to all worldwide users—no login required (vs. only paid tiers prior). If you've used it, you've seen that sometimes the search response will display images sourced from around the web, featured right at the top of the response in the desktop UI. Other AI search tools are handling media differently: ? ???????????????????? offers images and links to YouTube videos as part of a right-side menu (and was one of the first to include visuals). ? ????????.????, by default, does not provide images or videos in the response. ? ???????????? ???????????? returns only text by default, whereas traditional Google search (the "AI overview" version with Gemini at the top) will at times include an image in the generated results, with videos and additional photos available under a separate navigation tab. Google’s image and video search has always functioned more like a catalog, whereas ??????????????’?? ?????????? ???????????????? ????????s ???????? ?????????????? ?????? ??????????????-????????????, and get's hero placement. Below is an example ChatGPT response to the prompt: “How to feed a dog?” It begs the question, (ha) why were these specific images chosen as authoritative, and who owns them?? This has consequence for brands, for consumers, and for content creators. Google's attribution, at first glance, is far better than ChatGPT's. It’s an unresolved question that raises important considerations about sourcing, copyright, brand influence, and fair use in AI-generated search.?What do you think about this??

ANSWER ENGINES GIVE THE FINAL WORD ON SUPER BOWL ADS Super Bowl ad rankings have always been a mix of creativity, audience sentiment, and marketing effectiveness. But this year, we analyzed how AI models—“Answer Engines”—ranked the top Super Bowl ads of 2025. Using five leading Large Language Models (LLMs)— OpenAI ChatGPT, Google Gemini, Perplexity, Microsoft Co-Pilot, and X/Grok—we uncovered some fascinating insights. First, no surprise that Anheuser-Busch's “First Delivery” emerged as the clear favorite. This Clydesdale-driven ad topped nearly every AI model’s rankings and was reinforced in industry scorecards like USA TODAY’s Ad Meter. AI engines recognized its nostalgia, emotional storytelling, and mass appeal. Things got interesting after the top pick. AI models diverged significantly. Some prioritized emotional storytelling (Pfizer’s “Knock Out”), while others leaned into humor-driven spots (Michelob Ultra’s “The ULTRA Hustle”, Uber Eats’ “A Century of Cravings”). - Gemini leaned into emotional storytelling (Pfizer, Frito-Lay Doritos, Rocket Mortgage). - ChatGPT and Co-Pilot favored humor and cultural relevance (Uber Eats, Michelob ULTRA, Stella Artois). -- Perplexity introduced more data-driven outliers (Google Pixel, Nike, T-Mobile). -- X/Grok closely mirrored Co-Pilot, emphasizing mainstream appeal. Now, conduct this same analysis tomorrow, and the results might shift a bit. AI models continuously ingest new content, adjusting rankings based on what they process. Some brands, like Nike, Mountain Dew, and Ray-Ban, have already packed their websites with ad-related content—material that some AI bots may not have fully absorbed yet. (At BrandRank.AI we ingest such content almost hourly to keep score over time.) Bottom line: The more AI consumes, the more rankings evolve. Brands that control their digital footprint will shape how AI—and consumers—perceive them. #SuperBowlAds #AI #Marketing #AIinAdvertising #BrandStrategy Asa Hiken Rishad Tobaccowala Scott McDonald Max Kalehoff Jeffrey Cail Mitch Barns Suzanne Vranica BrandRank.AI John Sviokla Paul Baier Drew Ianni Paul Woolmington Michael Donnelly Advertising Research Foundation (ARF) Jenny Rooney Philip Thomas John Costello Christian Muche Lisa Bradner Debra Aho Williamson Kimberly Doebereiner Elisha Herrmann Caitlin Maltbie

What if a $7M Super Bowl ad didn’t just entertain but actively fueled curiosity—nudging consumers to seek more via AI Answer Engines like OpenAI #ChatGPT, Google Gemini, Anthropic Claude, or even Amazon Rufus. We now live in an "Answer Economy," where AI-driven search and discovery is reshaping consumer behavior. Yet, most Super Bowl advertisers still operate in a pre-AI mindset. Our research at BrandRank.AI shows that very few advertisers even host dedicated content about their ads on their websites—missing a massive opportunity to influence AI narratives and extend engagement. (Caveat: there's been a wee bit of improvement as kickoff nears.) WHY THIS MATTERS: ?? AI Answer Engines are increasingly a first stop for consumer curiosity. ?? Brand-owned content is critical—structured, AI-optimized websites influence how AI platforms define brands. ?? The latency effect is real—great ads don’t disappear; they resurface in AI queries long after they air. By next year, we’ll likely see AI-savvy brands embedding direct prompts into ads: ? “Ask ChatGPT about our sustainability efforts.” ? “Search our green credentials on Google Gemini.” ? “Just ask AI to compare us versus competition.” The brands that master this shift—from passive messaging to AI-driven discovery—will redefine the next era of advertising. Because in an AI-first world, the curiosity funnel may just be the new purchase funnel. MUCH MORE in the full article. You can also read and dive into more insights via my Substack at TheAnswerEconomy.com. Max Kalehoff Michael Donnelly Scott McDonald Lisa Bradner Debra Aho Williamson John Sviokla Paul Baier Hank Hudepohl Kirti Singh Ximena O. Ted McConnell Mark Truss Sarah Fay Rishad Tobaccowala Drew Ianni Christian Saclier Christian Muche Bill Hildebolt Mike Parker Frederic Colas Kimberly Winburn Shiv Singh Jeremiah Owyang Greg Kahn Al Reid Nicole Hubbard Graham Kate Rouch Kyle Norrington Jon Salisbury Kendra Ramirez Michael Stich Doug Worple Owen Worple Advertising Research Foundation (ARF) Kelly Cohen

???? I’ve actually got about a hundred of these, but here’s a sample of Super Bowl-themed prompts that might actually compete with commercials for attention -- or keep your party guests on their toes! ???? While intended to be fun, these prompts underscore a bigger reality: AI is fast becoming a practical—and even entertaining—partner in just about everything we do. From helping us buy products to multi-tasking during major events, the intelligence (and extra value) AI brings to the table is nothing short of mind-boggling. What’s missing? Let’s build out a longer list in the comments! Feel free to add your own prompts and pair them with the AI responses. Let’s see how far we can push the frontiers around the world's biggest media event! Game on! #SuperBowl #AI #BrandRankAI #GenerativeAI #FunWithAI #MarketingInnovation #Advertising #Marketing Philadelphia Eagles Kansas City Chiefs National Football League (NFL) Michael Donnelly Shiv Singh Paul Baier Debra Aho Williamson Lisa Bradner Kendra Ramirez Paul Woolmington Drew Ianni Norm Johnston Al Reid Mike Parker Bill Hildebolt Owen Worple Yves Filippucci Lee Beech Benita Capers Maurice E. Coffey, II Eileen MacDermott Budo Rishad Tobaccowala Philip Thomas John Sviokla Ran Mullins Chetan Parekh Lee Beech Charles Fowler Emily Cloud Justin DeGeorge

I've written nearly a dozen columns, articles, and white papers—plus a CNN spot or two—over the years about making crazy expensive Super Bowl ads work smarter. Here’s a headline from one I wrote back in 2011 for Ad Age, back when I was leading Nielsen’s efforts on Paid, Owned, and Earned optimization of Super Bowl spots (then $3 million per spot vs. today’s $7-8 million). Back then, buzz was the big metric. And while it’s still important, what matters even more today is Visibility, Alignment, and Readiness in AI search results—fast becoming the new consumer funnel. Consumers are turning to #AnswerEngines like #ChatGPT, Google Gemini, Perplexity, and Anthropic's Claude for everything—research, purchase decisions, brand investigation, or just satisfying curiosity when an ad piques their interest. (Source: BrandRank.AI 2025 Trust Monitor.) CMOs need to ensure any major media spot (all developed to entire/inspire consumers) also feeds the increasingly consequential "answer stream." Heed these metrics: ? VISIBILITY – Does your brand show up in AI-generated answers? ? ALIGNMENT – Do AI engines agree with your brand claims or promises, and how does that impact the favorability of the “Answer”? ? READINESS – Are you priming that $7 million investment to market to algorithms? The best way to win? Load up your owned media—the #1 algorithmic anchor for AI-driven results. Sadly, most brands are still unprepared. As I reported earlier, (https://lnkd.in/g2iPS3JY ) precious few advertisers are even feeding their FAQs with basic information about their spot. But again, there’s still time. #SuperBowlAds #AIOptimization #AnswerEngines #MarketingEvolution Lisa Bradner John Sviokla Paul Baier Michael Donnelly Drew Ianni Blake Cahill Dave Sommer?? Rishad Tobaccowala Al Reid Kendra Ramirez Lee Beech Shiv Singh Ximena O. Barbara Vita

One of the most frequent questions we receive from clients is about the difference between Answer Engine Optimization (AEO) and Search Engine Optimization (SEO). Here’s BrandRank.AI Analyst Lillian Trimble breaking it down: - CORE FOCUS: SEO drives website traffic; AEO delivers direct answers. - USER INTENT: SEO ranks content; AEO addresses user questions instantly. - CONTENT STRUCTURE: SEO relies on keywords and backlinks; AEO uses structured, fact-based content. - RESULTS FORMAT: SEO lists links; AEO gives a single, concise answer—or what we commonly call "The Prompted Moment of Truth." - OPTIMIZATION PRIORITIES: SEO focuses on speed and traffic; AEO prioritizes authority and accuracy. - ALGORITHM INTERACTION: SEO aligns with Google; AEO optimizes for AI engines like ChatGPT and Google #Gemini. WHY IT MATTERS AI-powered answer engines are reshaping how consumers search for information. As users demand fast, precise answers, brands must adapt to remain relevant. AEO isn’t just about ranking—it’s about becoming the trusted source for users' most important questions. That said, AI engines aren’t flawless. They can hallucinate or provide inaccuracies, making it critical for brands to validate content and ensure trustworthiness. Shiv Singh Jeremiah Owyang Paul Baier Kendra Ramirez Jon Salisbury Max Kalehoff Hank Hudepohl John Sviokla Adam Rappaport Adam Skalak Lee Beech Christy Page Jocile Ehrlich Matthew Basler Charles Fowler Elisha Herrmann Maurice E. Coffey, II Michael Donnelly Tracey Cooke Lisa Bradner Debra Aho Williamson Blake Cahill Jeff Minsky Rishad Tobaccowala Drew Ianni Sherrie Kinderdine Kimberly Winburn