Understand How AI Sees Your Brand | Track LLM Mentions vs Competitors
Monitor how ChatGPT, Claude, and other LLMs mention your brand compared to competitors. The new frontier of brand awareness.
Here's a question most marketers haven't thought about: when someone asks ChatGPT "What's the best tool for [your category]?"—does your brand come up?
LLMs are becoming a discovery channel. People ask AI for recommendations instead of Googling. And if your brand isn't in the AI's mental model, you're invisible to that entire channel.
The New Brand Awareness Problem
Traditional brand monitoring tracks mentions on social media, news sites, and review platforms. But LLMs are trained on different data and form their own "opinions" about brands.
You need to know:
- Does ChatGPT recommend you when asked about your category?
- How do you compare to competitors in AI recommendations?
- What does Claude say about your product's strengths and weaknesses?
- Are there misconceptions in AI responses about your brand?
Building an LLM Brand Monitor
We built a workflow that automatically:
- Queries multiple LLMs with category-relevant questions ("Best workflow automation tools?" "Top alternatives to X?")
- Analyzes responses for mentions of your brand and competitors
- Tracks sentiment - Is your brand mentioned positively, negatively, or neutrally?
- Reports trends - How is your AI presence changing over time?
The output is a dashboard showing your "AI share of voice" compared to competitors.
Why This Matters
Google SEO took years to become a priority for marketers. LLM optimization is following the same path, but faster.
Early movers who understand how AI perceives their brand—and take steps to influence that perception—will have a significant advantage as more people use AI for product discovery.
The brands that show up in AI recommendations will capture attention that used to go to the top 10 Google results.
What You Can Do With This Data
Content strategy: Create content that addresses the questions LLMs get asked about your category.
Messaging refinement: Understand how AI describes your product and adjust your positioning if needed.
Competitive intelligence: See how competitors are perceived and where you have advantages or gaps.
Misconception correction: Identify and address incorrect information about your brand in AI training data.
Get Started
The workflow template is available in Needle. Set up your brand and competitor tracking in minutes.
Jan Heimes is Co-founder at Needle. He checks what ChatGPT says about Needle more often than he'd admit.
