Media Buying Briefing: Havas joins race to find answers to clients’ zero-click search queries
By Sam Bradley
As users adopt AI search tools like Google’s AI Overviews or ChatGPT in lieu of traditional search engines, clients are worried about what exactly generative AI search tools are saying about their brands and whether that can be measured and ultimately, influenced.
French holding company Havas is the latest to start offering some answers to their questions. It’s developed a tool called Brand Insights AI which can give advertisers a real-time ranking of their performance in search results generated by ChatGPT, Perplexity, Grok, Google, DeepSeek and Anthropic’s Claude model. The application has been used to ferret out key sources behind an AI response, and to provide recommendations for content that could indirectly exert more influence over zero-click results.
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Source:: Digiday
