The move will allow Brandwatch customers to access Trajaan’s search intelligence data set, which includes traditional search engines, e-commerce platforms, social platforms and generative AI applications.

Brandwatch, owned by Cision, said access to search data would boost existing insights from social data and organisations’ ability to forecast. The company plans to increasingly embed search data into its platform following the partnership.

Organisations will now also gain access to more visibility of how generative AI platforms interpret and recommend their brands, categories or competitors.

Jim Daxner, chief product officer at Brandwatch and Cision, said the deal would help customers to get “closer to the why behind consumer behaviour – from the questions they're asking to the products they're considering”.

Matthieu Danielou, chief executive, Trajaan, added: “It’s about moving faster, spotting micro-trends earlier, and building what the market is already searching for.”