ChatGPT now picks a budget jewelry brand in head-to-head comparisons
AI tools knew this jewelry brand, but they kept raising doubts about its quality. A six-month AI sentiment campaign changed how they compare it with its rivals.
The results
Where things stood
The client is an online jewelry brand that sells fast fashion at low prices.
AI tools knew the brand and mentioned it often. The trouble was what they said about it.
When people asked AI tools to compare the brand with its competitors, the answers kept raising concerns about quality, and they tied those concerns to the low price. So the brand was being mentioned, but in a way that hurt it.
If ChatGPT raises doubts about your quality every time someone asks it to choose between you and a rival, you lose those buyers right before they decide. You'd also have no easy way of knowing it was happening, because none of it shows up in your analytics.
AI tools repeat what they find across the web. If most of what's written about a brand links low prices with low quality, a model will say the same thing back.
So the fix had to happen in the sources the models read, and editing the brand's own site would only have been a small part of it.
What we did
We ran a six-month AI sentiment campaign. Our writers placed positive, accurate articles about the brand on credible third-party sites, the kind of sources AI tools read and trust when they build an answer.
We started by working out where the bad picture came from. We looked at what each AI tool said when it compared the brand with its rivals, which phrases kept coming up, and which sources seemed to feed those phrases. That showed which topics needed better coverage and which kinds of sites carried the most weight.
From there, the work was steady. Our in-house writers and editor created each piece, and a person checked every site before anything was pitched. The articles covered what the brand does well and gave the full picture of what buyers get for the price. Over six months, those placements built up into a body of writing that told a different story from the one the models had been repeating.
What changed
The articles that changed what AI tools say also rank on Google, so people who look the brand up there find the same positive coverage.
What other brands can take from this
A brand can show up in every AI answer and still lose sales if those answers raise doubts about it. What AI tools say about you matters as much as whether they mention you.
The fix takes time, and most of it happens away from your website. It comes from a steady flow of good, credible writing about you on the sites AI tools learn from. Six months is a realistic window for that writing to build up and for the models to start reflecting it.
More success stories
A nutrition retailer gets mentioned more in AI answers
This online store was losing AI answers to the big marketplaces. We got it named far more often on the sites AI tools learn from.
41% more mentions on ChatGPTRead the story ›A luxury brand starts showing up in AI answers
A luxury brand was missing when people asked AI tools for the best brands in its category. In three months, its mentions and sentiment went up.
Sentiment score up from 67% to 74%Read the story ›A mapping software company leads AI answers against seven competitors
AI tools didn't know all the jobs this software could do. Pages built around specific use cases taught them, and it now leads AI answers.
71% share of voice in AI platformsRead the story ›Want to know what AI tools say about your brand when they compare it with your rivals?
Book a discovery call and we'll show you.
Book a discovery call