Large Language Models are changing how consumers discover, evaluate and engage with brands, creating new questions for advertisers around visibility, influence and measurement.
Drawing on discussions from ISBA’s Digital Performance Steering Group, this report explores how organisations are responding to AI-driven discovery and where the key challenges remain. It identifies three stages of maturity: understanding brand visibility in AI-generated responses, understanding what influences those responses, and ultimately connecting activity to business impact.
The report also looks at the growing importance of third-party sources, content authority, accuracy and governance, alongside the challenge of measuring the commercial impact of AI-driven discovery.
ISBA members can download the report below.