Bazaarvoice and Profound have partnered to help brands improve their visibility in AI search. The agreement combines AI search measurement with consumer content such as ratings, reviews, photos and videos.

The aim is to help brands identify where they are underperforming in AI-generated recommendations and improve the content AI systems can access and cite. Profound tracks brand appearances in tools including ChatGPT, Perplexity and Google AI Overviews, while Bazaarvoice helps brands collect and distribute user-generated content.

The deal comes as retailers and consumer brands face a shift in how shoppers discover products through generative AI services. Both companies argue that appearing in AI recommendations is becoming more important, but that visibility alone is not enough to turn interest into purchases.

Research released with the announcement points to a gap between discovery and trust. Bazaarvoice found that 77% of surveyed consumers would consider a private-label product recommended by AI alongside national brands. But among those hesitant to choose an unfamiliar option, 34% cited a lack of customer reviews.

The findings also suggest shoppers want variety in AI-generated recommendations. Bazaarvoice said 44% of consumers expect AI tools to show a mix of established brands, challenger brands and private-label products, while 66% actively research or compare store-brand alternatives when shopping with AI.

Profound's analysis suggests the distribution of attention in AI recommendations still varies widely by category. Across athletic apparel, beauty and personal care, consumer electronics, food and beverage, and furniture and home, category leaders accounted for an average share of voice of about 57% in AI product recommendations.

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