PR and communications agency Purplefish has launched a free tool to help businesses assess how visible their brands are on AI platforms such as ChatGPT, Google Gemini, Claude and Perplexity.

The Purplefish AI Visibility Tool generates a score out of 100, assessing six metrics: brand authority, content signals, AI discoverability, social presence, structured data and topical relevance. It also provides a list of recommended actions to improve visibility.

The launch follows a shift towards AI-powered search, with 51% of UK adults now using AI search tools to find products, services and advice online, according to research from consumer organisation Which?.

AI-generated answers

As more people use AI platforms to research purchases and make decisions, brands risk missing out on potential customers if they are not included in AI-generated answers, according to Purplefish. This can happen without users visiting a company’s website, a trend known as zero-click search.

The agency said early results from its tool showed average scores below 59 out of 100, including among some of the largest and most established brands.

AI platforms use signals including website crawler permissions, structured data, Wikidata entries and social media activity to determine which brands to include in their answers, Purplefish expllained.

“Most brands have spent years optimising their SEO without ever considering whether AI platforms even know they exist,” said Lucy McKerron, managing director at Purplefish.

“We built the AI Visibility Tool because that question has become arguably more important than traditional search visibility, and until now there’s been no quick and action-led way for a brand to check.”

McKerron said established brands could also be overlooked by AI platforms if they had not addressed the underlying signals used to identify and recommend businesses.

The tool requires no technical knowledge or registration and is free to use. Purplefish also offers more detailed AI visibility audits, AI-focused content strategies and technical implementation services for businesses looking to improve their results.

Founded in 2008 and based in Bristol, Purplefish is a PR and communications agency working with organisations across sectors including technology, property and social enterprise.