Daily Mail Tests AI Visibility Product With Brands
The Daily Mail is testing its AI visibility product with brands, aiming to launch it officially next year. This move could create new revenue opportunities for the publisher.
Original reporting · digiday.com
Original: “The Daily Mail tests GEO with brands ahead of AI visibility product”
Read “The Daily Mail tests GEO with brands ahead of AI visibility product” at Digiday →
How this was written. Gosling Marketing Studio wrote this article with a language model from Digiday’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- The Daily Mail is testing its AI visibility product with around a dozen brands, aiming to launch it officially next year.
- The product involves creating customized content to improve a brand's visibility in AI-generated answers.
- The publisher is working to prove the commercial impact of its AI visibility product, exploring alternative metrics to measure its effectiveness.
- Other publishers, such as Future and Ziff Davis, have already launched their own AI visibility products, reporting significant client interest.
- The development of the AI visibility product requires collaboration across multiple teams within the publisher.
The Daily Mail is currently running around a dozen tests to determine the effectiveness of its AI visibility product, according to Digiday. The publisher is working with brands to improve their visibility in AI-generated answers. This effort is seen as a potential new revenue stream for the company.
The tests involve identifying consumer search prompts related to a brand's products or services. The Daily Mail team then tracks these prompts across various AI platforms and analyzes the sources cited in the results. Based on this analysis, the team creates customized content to enhance the brand's visibility.
In one test, the Daily Mail was able to increase a personal finance brand's visibility from about 50% to nearly 75%. This was achieved by creating bespoke content that was cited in most of the tracked search prompts. However, the publisher notes that not all brands will see similar results, as some topics may be dominated by government or medical sources.
The Daily Mail is working to prove the commercial impact of its AI visibility product. Since AI recommendations do not always lead to direct clicks, the publisher is exploring alternative metrics to measure the product's effectiveness. This includes tracking visibility and citations, as well as using customer feedback forms to gauge the product's influence on conversions.
The development of the AI visibility product has required collaboration across multiple teams within the Daily Mail, including commercial, commerce, and editorial. The publisher is careful to ensure that any new commercial work aligns with its priority of protecting its intellectual property and the value of its journalism.
Other publishers, such as Future and Ziff Davis, have already launched their own AI visibility products, with some reporting significant client interest. Forbes is also exploring the potential of AI-search visibility, offering a consultative service to help brands improve their online presence.
The Daily Mail plans to officially launch its AI visibility product early next year, pending the results of its current tests. If successful, this product could provide a new revenue stream for the publisher and help brands increase their visibility in AI-generated answers.
Questions and answers
What is the Daily Mail's AI visibility product?
The Daily Mail's AI visibility product is a service that helps brands improve their visibility in AI-generated answers, by creating customized content and tracking its effectiveness.
How does the Daily Mail measure the effectiveness of its AI visibility product?
The Daily Mail is exploring alternative metrics to measure the product's effectiveness, including tracking visibility and citations, as well as using customer feedback forms to gauge the product's influence on conversions.
When will the Daily Mail officially launch its AI visibility product?
The Daily Mail plans to officially launch its AI visibility product early next year, pending the results of its current tests.
