Akamai has announced the launch of AI Brand Presence, a new solution aimed at helping companies adapt their digital presence to the growing impact of artificial intelligence in searches and web navigation. The tool is designed to optimize corporate content for language models and AI agents, as well as monitor automated traffic and strengthen security at the Edge.
The company highlights that an increasing number of users receive brand and company information through AI-generated responses in search engines, without directly visiting official websites. This shift is significantly altering digital behavior and causing a notable rise in automated activity on corporate sites.
According to Akamai data, traffic generated by AI bots has grown 300% in the past year, while various studies indicate that nearly 60% of current searches end without any user clicking on a link. This new environment is disrupting traditional digital marketing models and presenting challenges related to visibility and the reliability of information used by large language models.
The new AI Brand Presence platform automatically converts web content to enable more efficient interpretation by AI-based tools, helping organizations maintain visibility and relevance in automated search environments. Additionally, it includes capabilities to monitor bots and protect digital infrastructure from threats arising from this new technological ecosystem.
Patrick Sullivan, Chief Technology Officer for Akamai Security Strategy, stated that the digital sector is undergoing a profound transformation driven by the shift from human-led searches to machine-driven discoveries. In this context, he warned that companies unable to establish themselves as trusted sources for AI models risk losing visibility to potential customers.
Designed Specifically for AI-Driven Websites
Akamai AI Brand Presence combines two essential functions:
- AI-optimized context: AI Brand Presence translates website information into a format that AI can easily understand. This process runs automatically in the background, without requiring backend updates or impacting the human visitor experience.
- Visibility and insights: A centralized dashboard allows viewing which AI models access the website and what content they consume. It also tracks how those AI interactions translate into actual traffic and increased customer engagement.
Together, these capabilities enable brands to create an AI-focused digital presence, aligned with how users are beginning to discover, evaluate, and transact through these systems, both in commerce and other domains. This approach is known as Generative Engine Optimization (GEO).
Results for Digital and Marketing Teams
With Akamai AI Brand Presence, companies can:
- Help AI platforms accurately represent their brand, products, and messaging
- Increase visibility in AI-generated responses and recommendations
- Understand how AI systems interact with their content and influence traffic
- Adjust content strategies based on real-time AI consumption patterns
- Control where and how content appears within AI ecosystems
Unlike traditional optimization approaches, AI Brand Presence operates at the Edge, allowing real-time adjustments to content distribution without backend changes, workflow disruptions, or negatively impacting user experience.
Control Over Your Narrative
As the first client to leverage AI Brand Presence, Akamai tested the solution on its own global website. By providing an AI-optimized version of the site alongside a human-facing version, Akamai made its information much easier for machines to process and reduced massive data loads by 99%. This shift from traditional search yielded immediate results: an 85% increase in mentions and a 364% boost in brand visibility in general searches where it wasn’t even explicitly referenced. On ChatGPT alone, Akamai’s presence grew by 133% compared to competitors, illustrating how actively managing how LLMs perceive a brand can be essential to ensuring customers receive the right message.
“As marketing leaders, we can’t just watch the changes driven by AI; we need to take charge. We’ve spent years building our brand, but if we don’t manage how AI finds and shares our content, we risk losing control of our reputation,” says Kim Salem-Jackson, Akamai’s Chief Marketing Officer. “We first tested this technology on our own website and proved that brands can regain control of their narrative. The criteria for a great website have changed. Beyond delivering an exceptional user experience, it must be optimized so AI can understand and retrieve your content, making it a trusted source for generating responses. With AI Brand Presence, we empower marketers to take back control of their digital identity, ensuring their brand is properly represented at all times.”
Built for the Future of Agent-Based Interactions
AI Brand Presence aligns with Akamai’s global strategy to advance the evolving AI ecosystem, where autonomous agents increasingly act on behalf of users. By combining AI-optimized distribution with deep traffic visibility, Akamai enables brands to gain insight and control over how they are represented in these new interactions.
Akamai AI Brand Presence will be available in limited deployment phases, starting with select North American clients.