Institute for Brand Salience Research ·
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.
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.
Three dimensions
Does AI accurately describe what your brand does, who it serves, and what it stands for?
How confidently and consistently does AI recall your brand across different queries and AI systems?
What concepts, values, and competitors does AI connect to your brand?
Annual research
Each year, IBSR publishes the Global Visibility Score (GVS) — a benchmark study of 225 brands across Understanding, Memory, and Association in every major AI system.
IBSR GVS Dynamic Score · Phase 5 · N=1,415
Global avg: 7.7 · Top quartile: 8.6+ · Source: IBSR Phase 5
Instant GVS Preview
Enter your brand name. We run spontaneous inference probes across Claude and GPT-4o, rank-calibrate the result against the IBSR brand benchmark, and fact-check every answer with an orchestrator model — the category is detected automatically.
Preview only. No data stored. One free scan per session. Category is auto-detected and cross-checked.
GVS Static
—
Parametric recall
GVS Dynamic
—
Spontaneous inference
Inference Gap
—
Dynamic minus Static
The evidence — we asked the AI
Your category — benchmark peers
Rank-calibrated against the IBSR brand benchmark · sentinel-corrected per scan · orchestrator-verified.
How it works
01 · Scan
We query every major AI system with hundreds of brand-relevant prompts, capturing exactly what AI currently believes about your brand.
02 · Measure
We score your brand across Understanding, Memory, and Association — rank-calibrated against the IBSR benchmark and your direct competitors.
03 · Report
You receive your complete AI Brand Brief — what AI says, where it's wrong, and a prioritised action plan.
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."
— 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 salience report →Research access
BrandLab is the IBSR research instrument for measuring AI brand salience — GVS Static, Dynamic, Inference Gap and Strategic Interpretation. Results in 20–30 seconds.
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