Generative AI has become the first point of contact in the new consumer decision funnel. If a brand does not appear in the responses provided by this technology, it is excluded from the selection process. This new AI-driven context may seem like a threat, but it also presents an opportunity. If language models (LLMs) identify a company, they can propel it forward; otherwise, there is a real risk of being left out of the market. The conclusion is clear: the new sales funnel begins with AI, and it is essential to be part of it to compete.
Appearing in AI is Key
In this context, are companies prepared to understand to what extent AI is shaping their image in searches, virtual conversations, digital competitiveness, and consumer profiles?
To address these and other related questions about AI—of great relevance—Vipnet360 is today one of the few Spanish digital marketing agencies measuring brands’ presence in AI.
Brands in AI
To gather their findings, the agency uses AIBrandpulse, a service that has just launched to measure and analyze the presence and recommendation levels of major large language models (LLMs) —ChatGPT (OpenAI), Gemini (Google), Claude (Anthropic), Mistral, Copilot, Perplexity, DeepSek, and Grok— regarding a brand, product, or service. To illustrate how it works, it’s important to note that AIBrandpulse detects the ‘glimmers’ that a brand emits within the AI ecosystem: when it appears, how it is interpreted, and, importantly, what sources support it.
Pioneering Tool
Thus, AIBrandpulse is already available to businesses, institutions, and media, allowing them to detect how AI ‘sees’ a brand, a product, a service, or even its opinion about a certain executive. It is a pioneering solution that offers a unique view of the purchasing decisions being formed in spaces that are already invisible to traditional marketing metrics. Furthermore, AIBrandpulse connects branding, reputation, and the aforementioned new funnel: businesses can no longer rely solely on being on Google to reach consumers; they now need to appear in AI to avoid falling behind.
In fact, it is worth remembering that Vipnet360 was founded in 2005 with a full appreciation of the importance for companies to feature on the Internet and in search engines, just as the agency is now making the same commitment to the increasingly significant role that AI plays and will continue to play.
AI and Search Engines
Thus, the relevance of the service launched by Vipnet360 lies in the fact that AI algorithms influence virtual assistants, digital references of brands, and, of course, search engines. Hence, it is crucial for companies to be aware of all this, understand this new digital reality, and optimize their presence in AI.
More AI Summaries, Fewer Clicks
In fact, various studies indicate that around 40% of online searches are already resolved by AI through summaries that often appear directly, without the need to click on a link.
AI’s Influence on Real Decisions
In this sense, Álvaro Ramírez-Cárdenas and Inés Morillo, partners at Vipnet360, explain that “language models like ChatGPT already influence real decisions: from investment recommendations and rankings of tourist destinations or air conditioning brands, to automatic selections in search engines and business intelligence systems.” Not surprisingly, statistics indicate that half of Spaniards trust AI algorithms more than influencers. “With AIBrandpulse, brands can detect opportunities, correct misalignments, and gain ground in the first step of the new digital funnel,” conclude the agency’s leaders.
In other words, a poor reputation in AI can translate into a loss of digital competitiveness, harm to reputation (also in the real world), and ultimately a detriment to the business.