If AI chatbots are going to remain a relevant touchpoint for marketers, then agencies and brands need access to the same analytics they use in their other campaigns. Rumor has it that OpenAI is developing new tools in that area, potentially creating new opportunities for advertisers on ChatGPT.
The rumor in question comes fromJuozas Kaziukėnas, the founder of research firm Marketplace Pulse. On LinkedIn, Kaziukėnas posted a screenshot that shows a prompt to “claim your business in ChatGPT.” Among other perks, those who stake their claims will be able to track how often ChatGPT mentions their business within its replies.
Kaziukėnas said that he first noticed the claiming option in August, but he now believes it is close to launching. Multiple sources told Digiday that the business tracker will plot mentions and clicks on a dashboard that will depict day-to-day metrics.
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From a marketing standpoint, that’s a rudimentary level of analytics, but by showing brands their ChatGPT mentions, OpenAI can give them tangible evidence of the results of any marketing pushes they make on the platform. As answer engine optimization becomes a valuable marketing category — and the firms running AEO campaigns haul in big funding rounds — OpenAI is bringing improved measurement to that ecosystem.
If ChatGPT’s brand dashboard is indeed a play for AEO dollars, it will help answer a question that has followed the chatbot ever since its 2023 ascension: What is the best way for OpenAI to monetize its prized technology? Despite early experiments like the GPT Store, ChatGPT’s share of the LLM market has been shrinking. To bring in more revenue, OpenAI started running ads for lower-tier ChatGPT users, even though CEO Sam Altman previously expressed his distaste for that format.
Fast forward a few months, and AEO is now gaining favor. A recent report from AI search analytics platform Peec AI showed that YouTube videos show up far more frequently in chatbot responses and Google’s AI Search Overview when the descriptions of those videos receive edits. The message is clear: Tech companies want brands to play around with major chatbots, and OpenAI is equipping those brands with the metrics they need to analyze their experiments.
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