It enables companies to monitor and evaluate in real time how visible their brands are in the responses generated by generative artificial intelligence, who the AI compares them to, the context in which it mentions them, and the sources it draws upon.
Nowadays, when a customer asks ChatGPT, Gemini or another AI chatbot which product or supplier to choose, their decision no longer necessarily begins with a search engine. Increasingly, the answer will be provided directly by artificial intelligence. The sources and information that generative models use also determine which brand the customer discovers, how they perceive it, and whether the AI recommends it.
„With our new NEWTON AI Visibility tool, we are building on the AI Visibility Audit, which we launched this January and which quickly attracted significant interest and positive feedback from our clients. Companies that are able to actively manage their visibility and reputation in the AI landscape gain a significant competitive advantage. This is because an increasing number of users are searching for information about brands, products or suppliers directly via AI chatbots, without having to click through to individual websites. High-quality presentation in generative AI responses can therefore directly influence business opportunities, brand credibility and the decision-making of potential customers. We are now introducing a solution that enables brands to monitor this situation on an ongoing basis and respond to it quickly,” says Magdalena Horánska, CEO of NEWTON Media.
How can we ensure that a brand is not only easy to find, but also recommended?
Whilst one of the main objectives of PR has traditionally been to get a brand into relevant media and reach their audience, today another important intermediary is emerging – the AI chatbot. PR specialists are therefore finding themselves with another important list to maintain alongside their list of key journalists, influencers and media outlets: the sources from which AI models draw their information. These sources do not necessarily overlap with the media outlets that are the most widely read or the most prestigious from a human perspective. Specialised industry websites, discussion forums, user reviews, directories and easily accessible technical content – which traditional media monitoring may fail to capture – can play a significant role.
“Companies often don’t know whether generative AI recommends them at all, how it presents them, or which competitors it favours. Our ongoing AI Visibility analysis reveals how AI actually perceives their brand – and in some cases yields findings that come as an unpleasant surprise to companies. However, it is precisely this that enables them to uncover previously unseen weaknesses and start working on rectifying them immediately,” adds Horánska.
Visibility in AI is not just a matter of SEO; therefore, it is not enough simply to optimise one’s own website. It is necessary to systematically monitor the entire information ecosystem from which various chatbots draw their data. AI is thus becoming not only a working tool for PR professionals, but also a new type of media, the content of which needs to be monitored, analysed and actively influenced through high-quality communication.
The tool developed by NEWTON Media tracks the responses of leading AI tools such as ChatGPT, Google AI Mode, Copilot, Claude and Perplexity, and enables real-time analysis of how often a brand appears in the responses, in what context, alongside which competitors, and based on which cited sources.
AI visibility is changing rapidly. Companies therefore need to monitor it on an ongoing basis
A key advantage is precisely the ongoing monitoring of AI responses and cited sources over time. Generative AI may, in fact, answer the same question differently on different days and draw on different sources. A one-off query is therefore insufficient for a company to reliably assess its visibility or the impact of its communication strategy. The NEWTON AI Visibility customer platform therefore offers a real-time overview of a brand’s visibility across individual AI tools, comparisons with competitors, and the categorisation of cited sources according to the PR mix. At the same time, users gain direct links to the sources behind specific narratives in AI responses. This enables them to better understand how their media and digital communications are reflected in the brand image created by artificial intelligence.
Don’t wait for a report. Spot the change and react
However, NEWTON AI Visibility goes beyond data collection and a clear dashboard. The solution combines technology with expert analytical work and in-depth knowledge of the Czech media landscape. The solution includes the AI Visibility report, which identifies key narratives, as well as the strengths and weaknesses of the brand and its competitors in AI responses, and provides specific recommendations for communication activities. It therefore not only provides companies with information on what the AI says, but also offers specific recommendations that have the potential to change this situation.
The Czech origin of the solution is also important because the behaviour of AI models and the structure of the sources used can vary significantly across different markets. A strategy based solely on international experience may therefore not automatically work in the Czech context, where domestic media, industry portals and local discussion platforms all play a role.
Further information and demo access can be obtained from your Key Account Manager or customer support at help@newtonmedia.eu or via the in-app chat.
About NEWTON Media:
NEWTON Media is a Czech company specialising in the monitoring of traditional and social media and media analysis, with a strong presence in the Central and Eastern European (CEE) region. It monitors and evaluates media content across markets and helps organisations gain an insight into how they and the issues they address are discussed in the media.
We also focus on brand visibility in the context of generative artificial intelligence (AI Visibility) and the topic of GEO (Generative Engine Optimisation), and regularly organise specialist webinars on these topics. And we run the PRádelna podcast.
