Informa TechTarget launches B2B AI brand assessment tool

Informa TechTarget (Nasdaq: TTGT) has launched the B2B AI Authority Index, a self-assessment tool designed to help business-to-business marketers measure their brand's visibility and relevance within AI-assisted buyer research processes, according to a company press release.

The tool uses 24 questions to evaluate brand strength and assigns one of four archetypes: The Newcomer, The Contributor, The Referenced, or The Authority. Results are intended to highlight gaps and suggest actions to improve a brand's likelihood of being recommended by AI systems over competitors.

The index is based on Informa TechTarget's S.I.G.N.A.L. framework, which measures six areas: Strategy, Intelligence, Governance, Narrative, Amplification, and Longevity.

The company cited Forrester data indicating that 94% of B2B buyers currently use AI tools during their research process as the basis for the tool's focus.

"AI visibility is a necessity, but optimizing for large language models is not enough. AI authority requires a much more strategic, holistic brand-building approach that resonates directly with buyers and the information sources they trust," said Staci M. Gullotta, Chief Marketing Officer of Informa TechTarget.

A companion white paper titled "Closing the Gap Between Brand and AI Authority" is available on the company's website. Informa TechTarget also plans to host a webinar on August 20 at 12:00 p.m. EDT covering the index.

Earlier this year, the company launched two related products: an AI Visibility Audit and a Generative Engine Optimization Topic Planner, both aimed at improving brand presence in AI-generated search results.

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