WM Talks - How BrandInAI helps companies understand how AI sees their brand?

We invite you to listen to another episode of our WM Talks podcast, in which we talk about technology and business topics related to the IT industry.

Szymon Kubala: Hi, welcome to another episode of Webmakers Talks. Today we are going to talk about BrandInAI. I am Szymon Kubala and I have the pleasure of hosting the podcast at Webmakers. With me today is - introduce yourself Szymon.

Szymon Kania: Szymon Kania, CEO Webmakers.

Szymon Kubala: Okay, and...

Damian Maślanka: Damian Maślanka, CTO Webmakers.

Szymon Kubala: Great. I would like to start this podcast by asking what BrandInAI actually is and what it has in common with the Webmakers brand? Because it is in fact a new product on the market, which you are also promoting with your Webmakers brand. However, I would like to hear from you what it is, what it looks like, where the idea even came from?

Szymon Kania: Exactly as you said, BrandInAI is a new Webmakers project. It is an analytics tool that allows you to track the visibility of your brand in the world of AI among LLMs. It allows you to check what LLMs say about your brand, how they present this brand to others, others who ask. Ask about your brand. I like to compare this tool to something like Google Analytics combined with Google Trends, only in the world not of classic searching, organic traffic from search engines, but precisely in the world of LLMs such as ChatGPT, Gemini, DeepSeek or Perplexity.

Szymon Kubala: More and more often we have, as if we notice, that people are rather going in the direction of artificial intelligence, searching for everything through artificial intelligence. Why was this idea created at all? Because the idea itself is very nice, interesting. However, I would like to see and hear from you what guided you, what problem you wanted to solve or where the idea for it even came from?

Damian Maślanka: Exactly as you are saying. Here in fact there were two premises that motivated us to build such a tool. First of all, we ourselves noticed that more and more entries to our company website are directed precisely from ChatGPT, or from Perplexity, or also from other models. So it was an indication for us that with each month we have more and more of this traffic. The first leads also started to appear.

And the second, well, it was precisely such a more private observation, where I myself started catching myself that I am starting to search less and less in standard search engines, and more and more I consult all searches with assistants such as precisely ChatGPT or Perplexity, that they provide me with more valuable knowledge, information and more such, one could say compensated than condensed than it is shown in the ordinary Google search engine.

Let me just add that this is not only my personal observation, but I have also started noticing it among friends and business people, that in general this trend is intensifying - more and more people are moving towards conversations with AI assistants instead of using traditional search. And I will just add that this is also reflected in the fact that Google itself has started doing something in this area. Not without reason did AI Overview appear, which was not there before, where instead of results in the first place there is a mention generated by AI.

Szymon Kubala: Because until now, as far as I remember, when it comes to Google Analytics, it is a tool strictly designed for professionals, for people who know what it is all about, rather than for beginners, but we will get to that in a moment.

Szymon Kania: Adding to what Damian said, in our opinion a complete revolution in search is coming, which can no longer be stopped. I can refer here to interesting statistics and predictions prepared by Semrush. For now, if we look at hard numbers and data, these statistics are not very surprising for this year, because traditional search still dominates the market. Around 96-97% is traditional search, and 3-4% is LLMs. But according to predictions, already in 2027, so in just two years, these results will equalise. Half of the traffic will come from LLMs, half from traditional search engines. What is interesting, in the following year, 2028, the proportions will reverse. Three quarters of the traffic will come from AI, and in 2029 traditional search engines will become marginal, because it is predicted that around 13% will be traditional search traffic, and the rest will be generated by AI.

Szymon Kubala: It really is a revolution. I would like to ask one more thing so that the audience can hear where this research comes from, which company conducted it?

Szymon Kania: Semrush conducted this research. And regardless of anything, Semrush is a major authority in the SEO market, that is in the traditional search market, and it is Semrush itself that presents statistics in this form for this changing trend and AI-based search.

Szymon Kubala: Okay, so we have this changing trend. We already have this everyday use of AI-based search and we can all see that we are rapidly moving towards AI and this direction. So I have a question. Does BrandInAI support typical everyday users, or is it rather a tool for professionals, for example people working in SEO? How does it look?

Szymon Kania: Anyone can use this tool. However, it brings the most value to people who know how to use this knowledge further. It is very similar to Google Analytics. It is hard to find someone in business who does not know Google Analytics. But when it comes to people who actually use it effectively and can analyse and apply the data properly, it is a small percentage. These are companies with marketing teams that can use this knowledge well, or individuals who are passionate about marketing, or specialists such as SEO agencies. And it is similar with BrandInAI. It is an analytical tool that provides a lot of valuable insights. Whether you use this knowledge or just look at charts is up to you. There is also a feature where AI analyses the charts for you, so you do not even have to analyse them yourself, you receive ready-made insights. But how you use it further depends on you. Some companies will use it and quickly start appearing high in LLMs. Others will just observe the charts and stop there.

Szymon Kubala: These AI summaries are interesting, because due to AI analysing content, many new specialists suddenly appear who now know how to use data in Google Analytics. But if something like this exists in BrandInAI, then the entry barrier is definitely lower. Let me ask from another angle. What is, in your opinion, the most important feature in BrandInAI that makes users say "this is great"?

Damian Maślanka: First of all, prompt tracking. At the moment we can define prompts under which we want to track our company, for example in our case it concerned software houses. For example, which ones are most recommended in Poland or in a given region. And every day the tool checks the answers generated by LLMs. An interesting thing is that these answers are not always the same, which is often raised as an argument that it is not worth monitoring LLMs because they return different results each time. We have slightly different observations. The system has already collected tens of thousands of mentions and we can see that the top results are quite stable.

Of course, if a company appears lower, then LLMs may change those mentions more often. But the trend shows that the top 8-10 companies recommended by LLMs are consistent at around 80% or even 90%. So this is the key feature that allows us to analyse day by day which companies are recommended for specific prompts and what position our company holds for those prompts.

Szymon Kubala: Okay, so maybe now in a more simple way, step by step - how does working with BrandInAI look in practice?

Damian Maślanka: We can show it using an example of restaurants in Kraków.

Let’s check how BrandInAI analyses brand visibility in the world of artificial intelligence. Let’s enter the query "best restaurants in Kraków" and see which places are currently the most visible in AI model responses. Within seconds, BrandInAI shows an analysis of brand visibility across the most important language models: ChatGPT, Perplexity, Gemini and DeepSeec. This allows you to immediately see which brands dominate AI-generated answers. BrandInAI also enables you to compare the visibility of multiple brands at the same time. You can see who is winning the battle for algorithm attention and who is almost invisible. These are concrete data points that show your real position in the AI landscape. BrandInAI goes beyond numbers. It also shows the context in which AI models mention your brand. You can check how your services are described - neutrally, positively, or with a competitive bias. Based on the analysis, BrandInAI generates detailed insights, visibility trends, share in responses and change dynamics. This allows you to track how your brand is growing or declining over time . Material in video form can be viewed on our YouTube channel.

Szymon Kubala: Okay, so I have two or three short questions before we wrap up. What is the planned development and future of BrandInAI? What are your plans for the product? Maybe a short roadmap? And how do you see the future value and potential of BrandInAI in the coming years?

Szymon Kania: We definitely have broad plans, but Damian can share some of them first, because we do not want to reveal everything at this stage. The plans are quite extensive in terms of further development. BrandInAI will evolve from an analytical tool into something more. But as I said, not everything can be disclosed yet, as we are still in the middle of conceptual work, research and development.

Damian Maślanka: One of the first upcoming features in BrandInAI will be a website and company analyser. Anyone tracking their company in BrandInAI will also receive recommendations on what to do to make their official website rank higher.

Szymon Kubala: But we are talking specifically about...?

Damian Maślanka: About technical aspects. Analytics already shows, for example, where to place source links and similar things, but this will go deeper into technical recommendations - what changes should be made on the website, what should be improved so that the site is better recognised by LLMs. What kind of knowledge base should be built so that models can use this data and learn that your company is worth recommending.

Szymon Kubala: So for example, as a restaurant owner, I could take this data to a software house and they would know what to do?

Damian Maślanka: Exactly. Just like with SEO audits, where agencies provide guidelines on what should be improved on a website to rank higher, this will be a similar type of analysis, but focused strictly on LLMs.

Szymon Kubala: Okay. You wanted to say something about these broader plans, but not reveal everything here completely. However maybe you will throw at least a little light on the future?

Szymon Kania: So I will add to what Damian just said. Also such an interesting direction, an interesting functionality, which we are currently building, will be primarily useful for all SEO agencies, marketing agencies, which will use this tool to track clients’ brands, to track often the effects of their work, because here the market is also changing and SEO agencies are moving towards GEO - positioning precisely among LLMs and this will also be a trend which with each month will intensify and more and more agencies will also deal with it. BrandInAI will be for them a tool that will provide them with automated reporting to clients. We are at the stage of creating such a functionality that will give agencies such a report creator, that depending on how they want to present this data, they will be able to configure this type of report for themselves, it will be branded by their agency and it will be able to be automatically sent to clients in a cyclical way, in order to facilitate the work of such agencies, that all analytics and reporting to the client will be practically 100% automated here. It will be a matter of one good configuration. And later we do not have to report to this client, we do not have to call them, show it to them, they will simply receive a nicely prepared report and what is important - precisely customised by this agency, adjusted to its approach, to what they want to show. And I am already omitting this issue precisely of the whole branding of the report by a given agency.

Damian Maślanka: Here precisely apropos of these distant plans, obviously, we do not really want to present what specific ideas we have. We simply want to realise it first and then show it. But generally the point is that we want to somewhat BrandInAI. Change this proportion, that from such a typically analytical system, transform it, one could say, into such a more powerful combine, which will contain more mechanisms, including also such mechanisms a bit making aware, conveying knowledge precisely about GEO and the changing search trend here.

Szymon Kubala: You mentioned the term GEO. How does it relate to SEO and what actually is it?

Damian Maślanka: Yes, GEO, if to expand this abbreviation, is simply Generative Engine Optimization and it comes down to the fact that just as here we have search engine, here we rely on these generative engines, that is all LLMs, all AI assistants and so on. And it is a whole, one could say, such field, just like SEO, where we optimise, as the last part of this name says optimization, that we simply optimise everything so that it appears better in these engines, well here we do the same, only simply for all generative engines, that is precisely LLMs such as ChatGPT, Perplexity. Well it is a whole such field, which simply optimises it and deals with making our pages, our products rank higher in these engines after introducing all these measures.

Szymona Kubala: So then simply after such work, when I type in best restaurants, I do not know, in Kraków, then I will simply have information in ChatGPT, or any other tool precisely about my restaurant.

Damian Maślanka: Yes. And here what will have an impact is how simply AI itself actually sees this given company, but also at the same time all these measures that we introduced somewhere there, it can be said that just like in SEO, it is a bit manipulation actually of this algorithm. Well here, the whole such field, one could say in quotation marks manipulation, so that well this LLM is nevertheless more favourable to our company and presents it higher towards our competition.

Szymon Kania: It is worth paying attention to one more thing. GEO and generally all precisely all this searching in AI may even lead to a reshuffling in many industries on the market. Here such an interesting thing. Talking precisely with one client, who has been building his company for years, already quite, quite considerable in size, this company is, I do not want to reveal the name here. We were sitting at a meeting, well and we check, whether what precisely ChatGPT says, whether generally what LLMs say about his company. Well and it turned out that his company practically does not exist in these LLMs. Where he was very surprised, because there let us say in this area where he operates, it is rather a fairly recognisable brand. At the same time the question arose, okay, so whom do these elements recommend? Who do the LLM talk about?

Well and we started checking and firstly they recommended either some very large corporations, this also happened, because obviously, they are strongly visible, well but there were also very many recommendations of tiny companies. It turned out that this is such, I do not know, one-person competition or companies that were established half a year ago, and yet somehow here these LLMs caught them. Well and now let us imagine a situation. If the LLM continues to look favourably at this type of company, or this company simply uses such a tool as BrandInAI and starts to monitor its positions, work on it marketing-wise, well then at some point it will receive a huge amount of leads, when this traffic here from AI search will grow. And if this company uses it well, handles it operationally, it may turn out that in half a year, a year it will achieve the same as another company that built its position for many years. And literally a reshuffling on the market will occur.

So we certainly live in interesting times. Well but something that is worth doing is at least knowing where all this is heading, where the visibility of our brand is heading, whether LLMs speak at all about our brand, whether we are growing in these results, whether we are falling. Therefore it is worth using such a tool as BrandInAI and simply using this knowledge well, so that on this reshuffling, on this potential reshuffling of the market to win, and not actually come out on the shield.

Damian Maślanka: And exactly what Szymon mentioned can be found on our BrandInAI blog. There is an article that shows, in a way, a rather dark or even utopian vision of what might happen if this shift takes place - and how those who move first could potentially take everything.

Szymon Kubala: Quite a lot of technical knowledge. So let’s move to something lighter. How do you actually get started? Two things here. First, what if I am someone located far from Webmakers and cannot easily come and meet you - are there any upcoming events where you will present the tool? And second, can I start using the tool without any prior knowledge?

Szymon Kania: As for the first question - how to get started - reach out to me or Damian on LinkedIn. If someone contacts us and mentions the podcast, we will definitely offer something extra, like a free premium account to test, or a personalised onboarding. We will simply help our listeners get started with the tool.

Szymon Kubala: Great. Are there any plans to present the tool at upcoming events or conferences?

Szymon Kania: Yes, you will be able to meet us next week at AI<>BA in Katowice, starting on October 7 (2025). Then on October 29 (2025) we will appear at AI Miners, also in Katowice. We will also be present on October 29 and 30 (2025) at I Love Marketing in Poznań. So feel free to join us. We will have a booth there, you will be able to talk to us, see the tool, and we will help with onboarding face to face. We are also planning a few interesting surprises, so it is definitely worth finding us at these events.

Szymon Kubala: Okay, thanks a lot guys. That is all for this episode of Webmakers Talks and see you in two weeks.

Thank you for listening to this episode. For more interesting content, visit our blog at www.webmakers.expert

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