On November 3, 2025, SEO expert Lily Ray highlighted critical accuracy issues within LLM tracking tools, largely caused by personalization features in AI platforms like ChatGPT and Google Gemini. These systems adapt queries based on individual user data—such as location, previous interactions, and interests—leading to significant discrepancies between reported brand visibility and actual user experiences. Ray’s insights revealed that tracking tools often deliver data based on broad queries, failing to reflect the personalized outputs experienced by end-users. Major platforms, including Adobe and Amplitude, are racing to evolve tracking capabilities, yet the inherent variability and non-deterministic nature of AI responses add complexity to measurement. This personalization challenge affects the entire industry, undermining the reliability of tracking tools that marketers rely on to gauge brand presence. As AI-driven search behavior increases, companies must adjust methodologies and embrace a combination of innovative tracking approaches to gain accurate insights into consumer interactions across these dynamic platforms.
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