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The AI Search Measurement Gap Brands Must Close In 2027 And Beyond via @sejournal, @gregjarboe

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The AI Search Measurement Gap Brands Must Close In 2027 And Beyond via @sejournal, @gregjarboe

Measure whether AI recommends your brand to buyers, fix outdated sources, and connect your place on its shortlists to signups and pipeline.

Tony Uphoff ran a test this month that every SEO and brand manager should copy before next year’s planning starts. He asked ChatGPT, Gemini, Perplexity, and Google AI Overviews the questions his prospective clients ask, then counted how often the answer engines recommended the two businesses he launched in February.

The results were humbling. Across 59 answers, his newsletter, Uphoff on Media, showed up in zero of 12 category answers. His firm, Uphoff Advisory, showed up in one of 43. Yet every engine that answered “Who is Tony Uphoff?” knew his career.

Tony said “The models know who I am. They almost never recommend what I’ve built.” That gap, between being known and being recommended, is the measurement problem I think most of our industry is still getting wrong. Tony’s test shows you how to find it in your own brand, and three other posts he published in October explain why your CFO, your next acquirer, and your next employer are about to care about it.

A disclosure first. Tony and I worked together at Ziff-Davis from 1988 to 1993, and he’s since been CEO of five businesses. He was brought in to transform Business.com and ThomasNet.com, led the carve-out of Pipeline360, where he now serves as a board advisor, and today writes Uphoff on Media while running Uphoff Advisory.

His audience is B2B media, marketing, and technology operators, not SEO specialists.


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