Category: AI/LLMs

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New Research from Similarweb: How AI Brand Mentions Influence Direct Visits & Traditional Search Queries

Rand FishkinBy Rand Fishkin
If my brand shows up in AI answers, does that have real impact on my marketing? Do people search more for my brand? Do I get more traffic? Do I make more sales? Great news; Similarweb has a new study out: The Downstream Impact of AI Visibility to help answer these questions. The study looks at three consumer industries: finance,…
AI/LLMs Data Product SparkToro

SparkToro’s MCP Server is Now Live — Connect Audience Research Directly to Your Favorite AI Tool

Rand FishkinBy Rand Fishkin
Anything AI can do… AI can do better with SparkToro. We (and dozens of our customers) have detailed over and over how real audience data + AI tool prompts = marketing insight magic, so I won’t belabor the point here. But, I will, with great excitement, introduce an easier-than-ever way to complete that process without ever needing to leave your…
AI/LLMs Office Hours Research

Office Hours: Can You Actually Track AI Visibility?

Amanda NatividadBy Amanda Natividad
“Can you even track AI visibility?” That was the question behind this SparkToro Office Hours session — on March 11, 2026. Because if you’ve used ChatGPT, Claude, Gemini, or Google AI Mode for more than five minutes, you already know the problem: ask the same question twice, and you probably won’t get the same answer twice. Different brands. Different order.…
AI/LLMs Data Product SparkToro

NEW in SparkToro: Uncover the AI Prompt Topics Your Audience is Using in ChatGPT, Google AI Mode, Claude, and more

Rand FishkinBy Rand Fishkin
“Rand, I love that SparkToro tells me which search and AI tools my audience is using, but… could you also tell me what they’re searching and prompting?” For a long time, the answer was only yes to 50% of that request. Starting today, we’ve got it all. Research any audience in SparkToro and we’ll show you the prompt topics they’re…
AI/LLMs Product SparkToro

How Much is Your Audience Searching Google vs. Prompting AI Tools? SparkToro’s Answers Just Got an Upgrade

Rand FishkinBy Rand Fishkin
For the past year, SparkToro’s had the remarkable ability to tell you how much your audience used Google vs. ChatGPT, Perplexity vs. Yahoo, Claude vs. Bing, and dozens of other search engines and AI tools. But… well, we’re a bit embarassed to say this… that data used clickstream visitation, NOT search and prompting activity. When we conducted our research last…
AI/LLMs Marketing

Why Everyone Prompts AI Differently (Even When They Want the Same Thing)

Amanda NatividadBy Amanda Natividad
Recently, I ran a tiny experiment. I asked eight mom friends — people very similar to me socioeconomically and with kids around the same age — to look up local basketball leagues for their kids. My only instructions were to search as though they really wanted a good answer. (And of course, “good” is subjective.) Every single one of them…
AI/LLMs Data Research

NEW Research: AIs are highly inconsistent when recommending brands or products; marketers should take care when tracking AI visibility

Rand FishkinBy Rand Fishkin
Editor’s Note: Watch our free webinar discussing the findings here (no ads). The Problem: For the last few years, companies have been investing inordinate sums into AI tracking and AI visibility for their brands and products. $100M+/yr is already estimated to be spent on this new version of search analytics and yet, I could find absolutely no research showing whether…

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