Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact
Measuring how often AI mentions your brand, and whether it drives sales
As generative AI systems like ChatGPT answer customer questions, companies want to know whether being mentioned actually increases sales—but there's no standard way to measure this. Researchers created a new statistical method that combines data on how often a company appears in AI-generated answers with information about whether users actually notice those mentions, then traces the link to real business outcomes. The method works by comparing what would happen under different strategies for getting AI systems to feature a brand.
Companies are now spending money to appear in generative AI results, but they've had no reliable way to know if that spending works. This method gives them a tool to measure whether AI mentions actually convert to customers or revenue—letting them decide which AI marketing strategies are worth the investment, rather than guessing.