Institute for Brand Salience Research · Est. 2024
Every brand has an AI brief. Strangers wrote yours. We measure exactly what it says — and publish the standard for AI brand salience.
Measuring what AI remembers.
Your AI brand signal
The briefing gap
For twenty years, brand visibility meant search ranking. That era is ending. AI has become the first research stop for B2B purchasing decisions — and most brands have no idea what it says about them. SEO explains your Google position. It cannot explain what AI recommends to your prospects.
AI is now the default research tool for B2B buyers — consulted before a prospect ever reaches your website or sales team.
No dashboards, no benchmarks, no metrics. Most marketing teams have no AI brand measurement strategy at all.
The brief AI holds about your brand was written by journalists, analysts, and strangers — never by your marketing team.
The counterintuitive truth
"Your AI brand was written by
people you've never met."
AI learned your brand from the aggregate of everything ever written about you — third-party articles, analyst reports, review sites, forum threads. Your website, your campaigns, your carefully crafted messaging: a footnote. The version AI hands to your prospects every single day was assembled entirely without your input — and until now, no one could read it.
Three dimensions
Does AI accurately describe what your brand does, who it serves, and what it stands for? Misunderstanding at this level means every AI recommendation rests on a broken foundation — and you have no idea it's happening.
How confidently and consistently does AI recall your brand across different queries and AI systems? Weak memory means your brand disappears the moment a competitor is stronger in AI's training data — silently costing you recommendations.
What concepts, values, and competitors does AI connect to your brand? Association shapes every recommendation. Being linked to the wrong ideas — or missing the right ones — directly costs you deals before a conversation begins.
Annual research
Each year, the Institute for Brand Salience Research (IBSR) publishes the General Visibility Score (GVS) — a benchmark ranking 500 brands across Understanding, Memory, and Association in every major AI system. It is the first scientific standard for measuring what AI knows about brands — and the basis for every CMO's AI brand strategy.
IBSR General Visibility Score · 2025 preview
GVS — General Visibility Score · composite of 3 dimensions
How it works
01 · Scan
We query every major AI system with hundreds of brand-relevant prompts. We capture exactly what AI currently believes about your brand — in its own words, unprompted, across all contexts.
02 · Measure
We score your brand across Understanding, Memory, and Association — benchmarked against your direct competitors and your industry average in the ABMI Index. You see where you stand.
03 · Report
You receive your complete AI Brand Brief — what AI says, where it's wrong, what competitors do better, and a prioritised action plan for improving your score before the next Index publishes.
Why we built this
"I was in a strategy meeting — C-suite, agency team, normal Tuesday. Someone asked: 'What does AI say about us?' The room went quiet. Not the thinking kind of quiet. The kind where everyone looks around and realises they have no answer, no metric, no tool. I went home that night and started typing. What I found changed how I think about marketing entirely."
— Dr. Sören Lüders, Founder & Research Director, IBSR
Institute for Brand Salience Research · IBSR
Every day, AI recommends brands to your prospects. Most CMOs have no idea what it says about theirs. Request your IBSR Brand Salience Report — and read it for the first time.
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