Ad agencies like Havas, Broadhead, and Supergood are innovating with generative engine optimization (GEO) tools atop large language models. Havas’ Brand Insights AI, developed using coding assistants like Anthropic’s Claude Code, analyzes brand visibility in AI-generated content across nearly 100 countries and 60 languages, enhancing their SaaS offerings. This innovative tool has proven instrumental in client pitches and new business acquisition, underscoring the competitive edge GEO tools provide as businesses aim to influence their presence in AI-driven results. Broadhead’s VP, Mitch Hislop, emphasized in-house flexibility, noting that quick iterations of their GEO platform enable tailored competitive analyses. Supergood leverages Anthropic’s models as core infrastructure for internal knowledge organization and AI response optimization, showcasing a shift towards software-centric agency operations. This strategic move represents a trend where agencies prioritize bespoke solutions over third-party tools, enhancing control, cost management, and adaptability in the evolving digital landscape.
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