WHY COMPANIES CAN NO LONGER STAND BY AND WATCH<\/p>\n
Artificial Intelligence is profoundly transforming the way consumers search, decide, and interact with brands. It\u2019s no longer just about tools like ChatGPT or voice assistants: AI is now an invisible yet powerful filter operating in social feeds, search engines, recommended content, and chatbots. It is a new touchpoint<\/strong>, often a decisive one, that reprocesses and interprets information on behalf of the user, influencing their opinions, choices, and brand perception.<\/span><\/p>\n In this scenario, companies must learn to \u201cbe read\u201d by AIs, understand how they are represented, and with which narratives they are competing. To address this challenge, Intarget has developed <\/span>BAIS<\/b>, a proprietary system capable of analyzing AI\u2019s impact on brands, offering both strategic and operational insights.<\/span><\/p>\n Until recently, people searched for information in a mostly linear way: they queried Google, visited a few sites, read reviews, and maybe went to a store or e-commerce site. Today, the informational and decision-making journey is much more fluid, fragmented, and generative. More and more often, users:<\/span><\/p>\n All of this radically changes brand visibility, their positioning in conversations, and the ability to influence perception and choice.<\/span><\/p>\n AI is becoming a new intermediary layer between the brand and the consumer, capable of reprocessing, interpreting, and filtering information. This means companies can no longer limit themselves to monitoring traditional media or classic digital channels: they must understand how AI \u201csees\u201d the brand, how it tells its story, which sources it uses, and which narratives it competes with.<\/span> To meet this challenge, Intarget developed BAIS, a proprietary system that leverages Artificial Intelligence to analyze and quantify brand presence in generative contexts, providing actionable insights into user behavior and the evolving competitive landscape.<\/span> With BAIS, marketing teams can identify new branding levers, accurately map their clients\u2019 AI-driven journeys, and take targeted action to enhance brand relevance and attractiveness in new conversational environments.<\/span><\/p>\n BAIS is not just an analysis tool, but a decision-making accelerator. Here\u2019s what it can offer:<\/span><\/p>\n \u00a0<\/p>\n The evolution of generative tools is changing the way brands are perceived and told. Understanding these mechanisms is no longer optional, but a necessary condition for those who want to remain relevant.<\/span> For brands, the time for passive observation is over. Understanding how AI perceives and represents your brand is the first step to regaining visibility, relevance, and control. With BAIS, Intarget is ready to guide you.<\/span><\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":" WHY COMPANIES CAN NO LONGER STAND BY AND WATCH by Giampiero Mandraffino, Head of Market Intelligence Intarget Artificial Intelligence is profoundly transforming the way consumers search, decide, and interact with brands. It\u2019s no longer just about tools like ChatGPT or voice assistants: AI is now an invisible yet powerful filter operating in social feeds, search…<\/p>\n","protected":false},"author":5,"featured_media":9606,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[39],"class_list":["post-9611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9611"}],"collection":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/comments?post=9611"}],"version-history":[{"count":2,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9611\/revisions"}],"predecessor-version":[{"id":9613,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9611\/revisions\/9613"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media\/9606"}],"wp:attachment":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media?parent=9611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/categories?post=9611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}A profound change in consumption and information<\/b><\/h3>\n
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Why it\u2019s crucial to monitor AI as a new touchpoint<\/b><\/h3>\n
\nFailing to do so means giving up a fundamental piece of the consumer\u2019s mental map. It means letting others \u2014 or unsupervised algorithms \u2014 decide how the brand is represented at the moment the user formulates their question, often in an advanced stage of the decision-making process.<\/span><\/p>\nBAIS: Intarget\u2019s proprietary approach to analyzing AI\u2019s impact on brands<\/b><\/h3>\n
\nBAIS is structured into 6 phases:<\/span><\/p>\n\n
From data to decisions: benefits for our clients<\/b><\/h3>\n
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Understanding AI to govern its impact<\/b><\/h3>\n
\nIn a context where AI filters and transforms access to information, having a tool capable of reading the evolution of brand presence in real time becomes a key competitive advantage. It is on this awareness that the most effective strategies are built.<\/span><\/p>\n