Zen Media launches GEO GPT to measure brand visibility in AI Answers

Zen Media, an AI visibility agency has launched GEO GPT, a new diagnostic tool designed to measure whether brands appear in AI-generated recommendations. The company says it is the first-of-its-kind AI visibility diagnostic that allows brands to see how they appear in AI-generated recommendations. This is achieved directly inside ChatGPT. Zen Media platform.

The tool analyses how frequently a company is referenced when generative AI platforms such as ChatGPT, Claude, Gemini, and Perplexity generate answers to vendor research prompts. Buyers increasingly rely on generative AI to research vendors, compare providers, and build shortlists. As a result, brand visibility is beginning to form inside AI-generated answers long before traditional marketing channels influence the decision.

“Companies have spent decades measuring search rankings and website traffic,” said Duran Inci, CEO at Zen Media. “But AI systems are now shaping vendor discovery directly. GEO GPT gives organisations their first clear diagnostic of whether AI systems even recognise them as an option.”

Key facts

• Generative AI tools are increasingly used by buyers during the vendor research and evaluation stage of purchasing decisions.
• AI assistants synthesise recommendations using training data, third-party sources, and knowledge patterns, rather than simply ranking webpages.
• Traditional SEO tools measure keywords and website rankings, but they cannot measure brand presence inside AI-generated answers.
• GEO GPT tests real buyer-style prompts to evaluate whether a brand appears when AI systems generate vendor recommendations.
• The tool measures brand mention frequency, recommendation position, and competitive displacement across AI responses.
• GEO GPT introduces a new metric called Answer Share. The solution represents the percentage of prompts where a brand is referenced by AI systems.

A new diagnostic layer for AI-driven brand discovery

Generative AI is rapidly becoming part of the vendor discovery process. Instead of browsing lists of search results, buyers increasingly ask AI systems direct questions about which providers to consider.

For example, a prompt such as “Which PR agencies specialise in B2B technology companies?” may generate a curated list of recommended firms. In many cases, that answer becomes the first exposure a buyer has to potential vendors. Because these recommendations appear directly in AI responses, brands that are absent from those answers may never enter the buyer’s consideration set.

According to Sarah Evans, Partner and Head of PR at Zen Media, the launch of GEO GPT reflects a growing need for organisations to understand how their brand appears inside AI systems. “AI answers are influencing perception at scale,” Evans said. “But most organizations still have no visibility into whether they appear in those answers at all.”

How GEO GPT works?

GEO GPT simulates realistic buyer prompts to test how generative AI systems respond when users ask for vendor recommendations or industry guidance.

The diagnostic runs prompts across major AI platforms and evaluates several dimensions of visibility:

• How frequently a brand appears in AI-generated answers.
• Average ranking position when the brand is mentioned.
• Top-three recommendation rate.
• Competitors appearing when the brand is absent.
• Visibility patterns across buyer personas and intent.

The results are compiled into an AI visibility report showing how a brand currently appears within AI-generated recommendations.

Introducing Answer Share as an AI visibility metric

One of the key metrics produced by GEO GPT is Answer Share. The solution measures the percentage of relevant prompts where a brand is referenced by AI systems. For example, if a brand appears in 28 out of 100 tested prompts, its Answer Share would be 28%.
This metric helps organisations understand how frequently AI systems reference their brand compared to competitors when answering relevant questions.

Enterprise Times: What this means for businesses

This is an interesting development for brands aiming to understand and measure their visibility within AI-generated recommendations. Generative AI platforms like ChatGPT, Claude, Gemini, and Perplexity increasingly influence vendor discovery and buyer decisions. This means traditional SEO metrics are no longer sufficient to track brand presence.

GEO GPT introduces a new diagnostic layer directly within ChatGPT, enabling organisations to assess how frequently their brands are mentioned. In addition, this develops enterprises ranking in AI-generated answers, and their overall “Answer Share”. This tool is expected to provide actionable insights for companies to ensure they remain competitive in an AI-driven marketplace.

A new reality where first impressions are often formed through AI responses rather than conventional search engines or marketing channels.

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