Organic Isn’t What It Used to Be

Let’s cut to the chase: organic marketing has changed. Not so long ago, getting your brand on Google’s first page was almost all that mattered. Now? People ask tools like ChatGPT or Gemini for answers instead of sifting through search results. AI cuts to the chase.

So if you’re still tracking only SEO, social buzz, and conversions, you might be seeing an outdated view of your brand’s true reach. These days, large language models (LLMs) are quietly shaping decisions by giving users direct, instant recommendations.

When you don’t measure how visible you are in these AI-driven spaces, you’re missing out on data that could decide if you make it onto someone’s shortlist, or get left off entirely.

Are You in AI Answers?

It’s no longer about your rank in Google results, it’s about whether ChatGPT mentions your brand at all. If you’re not in the responses AI gives, you’re practically invisible where it matters most. LLM visibility is a must, but random screenshots and anecdotes won’t cut it anymore.

  • Why it matters: Customers now start, and finish, their research in chat. If your brand’s in the answer, you’re a contender. If not, you’re out of sight and out of mind.
  • What to track: How often ChatGPT and other AIs mention your brand, both for branded and unbranded questions.
  • The big difference: LLMs ignore web rankings. They work from their own evolving knowledge base and decide in real-time who gets mentioned.

You need a clear way to see where you stand for all the topics and problems you solve.

Share of AI Recommendations

Showing up once isn’t enough. AI often provides a list: “Best B2B marketing attribution tools” or “Top platforms for AI brand monitoring.” Your share of voice in those lists is the new battleground for attention.

  • Your evolving competition: LLMs create their own “peer set”, and it might include brands you never thought about.
  • What to analyze: How frequently does your brand land on these AI-driven recommendation lists versus your main competitors? Are you leading the pack or coming up last?
  • Where dashboards miss: Traditional tools miss these dynamic AI shortlists completely.

Generative AI shapes buyer choices in seconds, so it’s crucial to see exactly how often, and where you’re recommended.

How Is Your Brand Described?

It’s one thing to be mentioned, but how does AI actually talk about you? Generative models aren’t just quoting facts, they pull in opinions, web chatter, and editorial tone. The way a chatbot describes you can shape someone’s perception before they ever visit your site.

  • What to measure: The tone of AI responses. Are they positive, neutral, or negative?
  • Dig deeper: Are you “the leader,” ” “reliable,” or just another name? Does the AI highlight your strengths, or flag issues?
  • What to do: Spot messaging gaps, nip reputation risks early, and tailor your content and PR to nudge sentiment in the right direction.

Tracking how AI describes your brand lets you avoid surprises and adapt in real time. This goes way beyond reading reviews or monitoring social media; the real insight now lives in how bots position you.

Attribution Loss: The Silent Risk

There’s a new challenge with LLMs: they’ll summarize answers, cite your brand, but skip linking out to your site. ChatGPT might recommend your tool without sending any traffic your way.

So how do you know if you’re making an impact? The old “click path” breaks when AI gives users everything they need up front.

  • Why this happens: AI delivers instant info, often cutting your brand out of the web analytics picture.
  • Easy to miss: People could discover your brand through AI, then search you up or go direct later, with no visible referral to trace.
  • What to change: It’s time to treat those LLM mentions as a new step in your funnel, even if the path is less direct.

Finding Traffic Proxies in a World Run by AI

Most dashboards care about clicks and visits. But what about when answers come from ChatGPT and people don’t need to hit your site at all? It’s time to expand what you track.

  • What to watch: Look for surges in branded searches, more direct visits, or in-platform stats that signal a silent influence from LLMs.
  • Smart moves: Check for patterns (like spikes in branded search or signups) following periods when you’re showing up often in AI answers.
  • Dive deeper: Track not just volumes, but contextually relevant prompts that result in your brand being part of AI’s answer.

Automate All of This with Murmur

You shouldn’t be stitching together screenshots or running endless prompt tests just to see where you stand. Your measurement toolkit needs to include LLMs, not just web analytics. That’s where Murmur jumps in.

  • Monitor branded and unbranded queries in ChatGPT, Claude, and Google Gemini.
  • Track your share of AI recommendations compared to competitors.
  • Measure brand sentiment in real time for better messaging and PR pivots.
  • Get clear health scores, momentum signals, and actionable insights, not just summary stats.
  • Spot early warnings of attribution loss and use AI-driven proxies to boost your reporting.

Navigating generative AI doesn’t have to be a headache. With Murmur, all you do is provide your brand name, we handle the tracking, trends, and analysis so you can make smarter moves. Now you’ll see more than web visits; you’ll understand how AI is shaping decisions before anyone even lands on your site.

Ready to add these new metrics to your stack?

Use Murmur to find out which metrics are missing from your dashboard.

You’ll finally catch the signals that really move the needle in today’s AI-first world.