AI visibility isn’t the only zero-click concern keeping marketers up at night. Now that tools like Scrunch and Profound are commonplace, CMOs are thinking ahead to the next task: finding evidence that a strong zero-click search presence actually drives sales.“Every CMO we know has been under excruciating pressure over the last 18 months from their boards and C-suites or investors to to crack this nut,” said John Barham, managing partner at performance media agency Roast.
Per one recent AI search survey, 73% have invested in the tools to monitor AI visibility. But while share of model tools like SEMrush, Profound or Scrunch can be used to estimate how an LLM tool might be presenting a brand to users, and the sources it’s basing its information on, they don’t help marketers link those measures with sales or other commercial activity.
“There is no one tool out there that can paint you a picture of the universe,” said Barham.
Instead, CMOs and marketing teams are left piecing together the answers bit by bit. Alicia Yoon, founder and CEO of skincare brand Peach & Lily, said this type of analysis requires marketers to “triangulate” proxy signals and data points that can help them estimate the impact their brand’s profile (or lack of) within Google AI Overviews and ChatGPT might be having on inbound leads or digital sales.
