According to marketer HubSpot, customers and prospects are abandoning traditional search in favor of AI-powered search to get quick, personalized answers.
In fact, the use of tools like ChatGPT to answer questions is up 37%, while search engines are down 11%.
For marketers who have focused on getting their brands discovered through SEO, now is the time to master a new craft: language model optimization (LMO).
A HubSpot spokesperson said: “We’ve always provided marketers with the tools they need to connect with their customers and drive growth. We did that with our Website Grader, which helped millions of marketers optimize their search engine presence. And today we’re doing it with the launch of AI Search Grader, the first free tool that helps brands understand how they appear in large language models (LLMs) and AI search.”
Nicholas Holland, VP of Product and GM of Marketing at HubSpot, said: “What marketers have been doing for years to attract customers won’t be as effective in the future. People simply aren’t using traditional search the way they used to.”
“As the trend shifts toward AI-powered search, we want to help marketers stand out and gain exposure in this new environment. That’s exactly what AI Search Grader will offer marketers: a new, free way to connect with their customers in the age of AI.”
Today, marketers manually test how their brands appear in AI search: visiting different experiences, crafting specialized prompts, grouping responses, and synthesizing results—all to get a fraction of the insights they need. And there’s little guidance to help them act on what they find.
HubSpot’s AI Search Grader eliminates the need for AI expertise and takes the guesswork out of how a brand appears in AI search. It provides rapid engineering for marketers and contextualizes their brand’s performance to simplify LMO.
AI Search Grader includes:
- Overall rating provides marketers and business owners with a quick overview of how their brand is performing across all the AI search engines we monitor.
- Brand Visibility Information:
- A one-of-a-kind brand feeling score examines the language used in AI responses to help marketers understand how their brand is being discussed and perceived.
- Share of Voice (SOV) Score measures brand visibility compared to competitors in the same category.
- Personalized analysis allows marketers to learn what they are doing well and easily spot areas where they need to improve to increase brand awareness and sentiment.
AI Grader Research Tool is free and available worldwide in English for any marketer to use.
