Comscore is pioneering the measurement of AI tool usage to better understand consumer behavior and its impact on marketing. Smriti Sharma, SVP of Custom IQ at Comscore, emphasizes tracking various metrics, including adoption rates, search behavior, click-through rates, and ad performance across 117 AI tools. These tools are categorized by use case, allowing insights into specific applications, such as music or productivity. Comscore focuses on three measurement layers: visitation trends, the relationship between AI-generated content and search behavior, and detailed prompt-response interactions. This comprehensive approach aims to highlight opportunities for improvement within AI models and identify shifts in consumer journeys—marking the transition from traditional SEO to “GEO” (GPT Engine Optimization). Regular updates on these metrics will provide ongoing insights as AI continues to evolve, globally informing companies on user interaction with these rapidly advancing tools. Comscore’s initiative reflects a response to growing demand for clarity in AI’s impact on the marketplace.
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