“Tracking brand visibility inside most LLM chatbots is, for now, experimental data. Telemetry tells us what the machine is doing; measurement tells us what the market is doing.” — James Crawford, Managing Director, PR Agency One
Authored by James Crawford.
Tracking brand visibility inside LLM chatbots
Generative AI is changing how people find, trust and consume information. Yet as tools promise to measure brand visibility inside models like ChatGPT, Gemini and Perplexity, a new question emerges: are we truly measuring influence, or just collecting interesting data?
This new report from PR Agency One – presented at AMEC AI Day 2025 by our Managing Director, James Crawford – explores the boundaries between experimentation and evidence in the emerging field of Generative Engine Optimisation (GEO).
AI-driven discovery is rewriting the rules of search, visibility and reputation. But while traditional SEO has a near-universal dataset of keyword behaviour, AI discovery does not. The result is a surge of new telemetry tools and synthetic datasets that hint at brand visibility within generative engines – often without context or declared limits.
- Our report argues for a more transparent, evidence-based approach.
- It examines:
- The difference between telemetry (signals from the machine) and measurement (evidence of market impact)
- How UI and API outputs from the same model can diverge
- The role of synthetic data – useful when labelled, misleading when not
- Why frameworks such as OneEval and the AMEC Integrated Framework remain essential anchors of credibility
- A call for AMEC to update its standards to reflect new forms of data responsibly
The goal is simple: to ensure innovation does not outpace integrity.
About the author – James Crawford
James Crawford is the Managing Director of PR Agency One, a board director at AMEC, and one of the UK’s leading voices on PR measurement and AI in communications.
With more than 20 years of experience across B2B and consumer PR, James specialises in creative effectiveness and has pioneered new strategies for digital reputation management and AI-optimised brand communications
Who is the report for?
This free download is perfect for:
- PR and comms professionals adapting to AI in media relations
- In-house teams responsible for brand reputation in digital channels
- Marketing leads building integrated strategies across SEO, PR and social
- Executives wanting to future-proof brand visibility in AI-powered search
Whether you’re running campaigns in finance, healthcare, retail/FMCG, technology, or the built environment, this report will help you understand and capitalise on the intersection of PR and AI.
Download the report
Get the full white paper: From GEO to reality – redefining PR measurement in the age of AI-led discovery.
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