Hotwire unveils GAIO.tech to enhance brand AI chatbot insights

Hotwire, a global communications and marketing consultancy, has introduced GAIO.tech, its first proprietary AI tool aimed at providing comprehensive insights into brand reputation, influence, and AI chatbot recommendations. This innovative solution marks a significant stride in leveraging generative AI to enhance brand storytelling and communication strategies.

The GAIO.tech tool utilises advanced technology to offer invaluable insights into how brands are perceived by AI chatbots, including popular ones like ChatGPT, Claude, Gemini, and Perplexity. According to the State of AI in PR 2024 report by MuckRack, the use of generative AI tools among PR professionals has significantly increased, currently at 64%. The need for such a tool is evident. The rapid adoption of AI in PR and marketing necessitates a deeper understanding of its impact on engaging target audiences and stakeholders.

Heather Kernahan, Global Chief Executive Officer at Hotwire, highlighted the strategic importance of this innovation: "By launching a team dedicated to AI innovation for communications and marketing, we can set our clients ahead of competitors through unique AI insights and technologies, done responsibly. Working with and understanding how best to deploy AI will allow global brands to build stronger reputations and relationships that boost customer retention and revenues."

Hotwire's GAIO.tech provides marketing and communications professionals with a clearer understanding of brand visibility in AI chatbot responses. Unlike traditional search engine optimisation (SEO) that focuses on keywords and backlinks, GAIO.tech enables brands to use Generative Artificial Intelligence Optimisation (GAIO) to comprehend how their mentions are prioritised in chatbots’ responses. This includes identifying the most frequently cited products and sources and providing vital information for crafting informed PR and marketing strategies.

Sven Winnefeld, newly appointed Vice President of AI Innovation at Hotwire, emphasised the tool’s potential: "GAIO.tech delivers insights into the answers of ChatGPT and other AI chatbots, including the identification of the most cited products, brands, and sources. This tool is just the start from Hotwire on working with AI to give our clients the insights they need to create the most effective marketing and communications programs for the future."

The tool is already available to Hotwire clients. It offers a range of functionalities, including gaining insights into AI chatbot conversations about brands, comparing brand visibility against competitors, and identifying key publications, influencers, and channels most frequently referenced by AI chatbots. These insights empower brands to create strategies that influence AI chatbot answers, enhance message delivery, and improve brand perception.

Earlier this year, Hotwire also introduced a report titled "Brand Narratives in the Age of AI" in collaboration with the think tank House of Beautiful Business. This report includes contributions from leading AI experts and provides a framework for communications and marketing leaders to benchmark and craft their AI narratives.

Hotwire plans to discuss its Generative AI Optimisation and demonstrate GAIO.tech during Sven Winnefeld’s keynote presentation at the AMEC Global Summit. This session will also feature discussions on navigating the future of communications measurement in the AI landscape, with contributions from Matt Oakley, Hotwire’s Global Head of Data & Analytics, and Natan Edelsburg, Chief Partnerships Officer at MuckRack.