Havas has launched the ‘Brand Insights’ tool, based on its AI operating system, to give its clients more visibility on how generative AI platforms influence consumer behaviour.

People are increasingly using AI platforms to search for information online, prompting the emergence of generative engine optimisation (GEO) – the process of ensuring a brand’s digital content maximises its reach within generative AI engines when people use them to make enquiries.

Havas said the tool offers brands the ability to unify their AI rankings, analyse and optimise content, and identify the sources behind AI platforms’ responses.