Marketers Race to Measure AI Brand Visibility

Marketers are scrambling to measure how brands appear in AI-generated answers, as large language models decide brand mentions rather than ranking them. The Interactive Advertising Bureau (IAB) is building a framework to standardize measurement, but no agreed baseline exists. Companies are hiring heads of AI search and shifting ad budgets to influence chatbot descriptions, while Reddit's sudden drop in ChatGPT recommendations highlights the instability.