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People are now talking to AI Search tools like ChatGPT, Gemini, and Perplexity about your brand and your products or your services, often before they have even visited your website. In many cases, the AI tool sums up your entire brand in a single sentence, and that sentence can decide whether someone buys from you or not.
This is why it matters to track your brand in AI Search, not just your rankings in Google. Tim Cameron-Kitchen, Founder of Exposure Ninja, walks through a free tool we built to do exactly that: Mine My Brand.
Why You Need to Track Brand in AI Search Right Now
AI tools are opinionated, and they often present those opinions as facts.
Tim Cameron-Kitchen explains why this is a problem for every brand: “AI tools like ChatGPT, Gemini, Perplexity and Grok are really good at presenting opinions as facts. These AI tools are presenting their opinions to your potential customers, and most of the time, you don’t have any idea what that opinion actually is.”
This means that if you aren’t actively checking what AI platforms say about your brand, you are leaving your reputation and your leads entirely in their hands.
There are multiple platforms, and each one is non-deterministic, meaning the answer it gives is different every time. This means you’ve got potentially hundreds of shifting verdicts daily across each of these platforms. It can be really difficult to spot the patterns between all of these different verdicts, but those patterns could be costing you customers that you never knew you’d missed.
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The Problem With Tracking AI Search Mentions
Until recently, there were only two ways to find out what AI tools were saying about your brand:
Manual Tracking
The first option is doing it yourself, across every platform, every day.
Tim Cameron-Kitchen explains why this approach falls apart fast: “Most of these tools have memory, so they will lie to you. You think that the AI loves you, but the customer gets a very different response.”
Plus, “doing one search on each of these platforms isn’t necessarily representative of the answer that you’ll get every time,” adds Tim Cameron-Kitchen.
Enterprise Tools
The second option is one of the enterprise-grade AI Search visibility tools already on the market.
“The other option is using one of the enterprise AI Search tools, ones like Profound, Peec.AI and Semrush’s AI Visibility Toolkit. But most of these tools are priced for enterprise. They are really not cheap, and in many cases, they come with a lot of functionality that someone who just wants to know what these AI tools are saying about their brand doesn’t really need,” says Tim Cameron-Kitchen.
He adds that these tools are ones “we absolutely love and use all the time on this channel,” but they come with “a fairly steep learning curve.”
Our Solution: Mine My Brand
This is why Exposure Ninja built Mine My Brand, a free tool that runs across ChatGPT, Gemini, Perplexity and Grok to see exactly how they describe your business.
“It queries each of these four platforms and interrogates them to see what they know about your brand. These are clean sessions with no memory of you, so it’s a lot more accurate than doing this yourself. You just stick your website in, press that button, and it goes to work,” explains Tim Cameron-Kitchen.
Mine My Brand is super useful if you want to check to make sure that the AI tools are talking about you in the right way, and they understand who your target audience is, what your identity is about, who the key people are in the business, and any additional insights.
Founder
Inside Mine My Brand
So what does a Mine My Brand report actually show you?
“At the top, it’s going to tell you broadly what this AI tool thinks about your brand’s sentiment. You then get a little bit more detail, broken down into sections: the tone your brand has, the price point you sit at, and the explanation behind that price point,” explains Tim Cameron-Kitchen.
He adds: “One of the features that people love the most is the celebrity match, where it identifies a celebrity that has the most similar perception to your brand. You’ve also got top descriptors, brand performance scores, and feedback on both the language and visual cues behind your brand. It even looks at your website and describes your visual identity, so you can see if your brand guidelines are actually translating into how these AI tools see you.”
Tim Cameron-Kitchen ran one against Exposure Ninja’s own client, Elite Renewables, to find out.
Tim Cameron-Kitchen notes: “So in Elite’s case, the customer focus is really strong. We got eight out of 10. But it says that we need to focus on innovation. Now, that’s kind of interesting because actually, Elite is quite innovative, but clearly, we haven’t done a good enough job of publishing information online that positions us as innovative. So I now have a takeaway that I can go and address in our content marketing.”
The Mind My Brand reports don’t just give you a bunch of info to make you feel good. This tool is designed to help you identify gaps that you can plug in order to boost your brand’s credibility and perception online.
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Knowing what AI Search is saying about you is only the first step. The next is closing any gaps. If you want help building a full AI Search Optimisation plan from your Mind My Brand results, book a consultation call with our expert team.
*Disclosure: This page contains referral links. If you purchase through these links, we may receive a commission at no additional cost to you.
