Havas CX Istanbul: If you're not on AI's shortlist, no dashboard shows the loss
Havas CX Istanbul measures brands' positioning on ChatGPT and Gemini and boosts their visibility with Spectra, the infrastructure the agency built within CX Labs.
What's happening
According to partner content published in MediaCat, Havas CX Istanbul uses Spectra technology to measure how brands are positioned on ChatGPT, Gemini and other AI platforms. The service covers GEO and AEO work aimed at making the brand stand out in AI answers; the infrastructure was built at CX Labs, the agency's in-house venture. According to the agency, the customer asks AI and gets a list of two or three brands. The loss suffered by a brand that is not on the list does not show up in analytics dashboards, because the customer has already decided without visiting the site.
Whose desk it lands on
The marketing executive. Does AI recommend you before the customer has even thought of your brand's name?
Our view
The CX Brief's interpretation, not a claim made by the source.
As Havas CX Istanbul argues, the loss suffered by a brand that does not make AI's shortlist does not show up on analytics dashboards: the customer has already decided without ever visiting the site. This is an assumption the agency makes when describing its own service, but if it holds, what a brand needs to measure is not visits but how often AI recommends it.
