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And why SEO will be GAIO in the future (Generative AI Optimization)

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By 2028, organic search traffic for brands will decrease by 50% or more

Gartner, a leading research and analysis firm, predicts that "by 2028, organic search traffic for brands will decrease by 50% or more as consumers shift to generative AI-powered search."

Regardless of the accuracy of this prediction, marketing teams will experience significant changes and need to prepare. This includes:

  • A huge decrease in traffic from organic search
  • The emergence of a new user journey (via ChatGPT and other LLMs)
  • A lack of visibility into LLMs and our brand and content's visibility

At present, preparing for these changes is challenging. Key questions remain unanswered, such as:

  • How many of our customers are transitioning to AI-powered searches?
  • How visible is your brand and content on AI searches, and how does our market share compare to our competitors?
  • What is the overall impact on traffic, conversions, and revenue?

This is where Otterly.AI steps in.

Our mission is to help marketing teams gain insight into AI-powered searches. Consider us your SEMrush or Ahrefs for LLMs. We're here to provide insights into your brand and content.

So, how does Otterly.AI exactly work?

Otterly.AI currently operates on three fundamentals: Prompt Monitoring, Share of Voice, and AI Ranking. Let's explore each one, along with a brief summary.

Prompt Monitoring

Otterly.AI's foundation is based on “prompts” and prompt monitoring. As you would monitor “keywords” on Google Search, you want to monitor “prompts” on ChatGPT and Co.

Google Gemini Pro
Relevant user channels ChatGPT
Bing Copilot
Google Search
Of prompt executions on Otterly.AI 10
Weekly Monitoring Automated

Here are the benefits of Prompt Monitoring with Otterly.AI:

1. Centralized View of Multiple LLMs:

Currently, we offer Prompt Monitoring for GPT-4 and Google Gemini Pro. With Otterly.AI, you receive a comprehensive view as well as specific reports for each LLM. This provides a complete picture of your brand's performance, along with a detailed focus on GPT-4 and Google Gemini Pro.


Our hypothesis: Your brand’s visibility varies across LLMs - and might be different on Google than on ChatGPT

It's crucial to understand that the visibility of your brand will vary depending on the platform. In other words, how your brand appears on Google may differ significantly from how it appears on GPT-4 (ChatGPT). This variation can be attributed to the differing algorithms and user bases of each platform.

Therefore, it is essential to analyze the performance of your brand on each channel. This will not only provide insights into the visibility of your brand on different platforms but also present opportunities for optimization. By understanding these differences, you can tailor your brand strategies to maximize visibility on each specific channel.

2. Prompt Execution:

Rather than manually entering a specific prompt on ChatGPT, you can use Otterly.AI. It will execute the prompt not just once but ten times by default.

Our hypothesis: Executing the same prompt multiple times will yield different AI responses. LLMs are basically technical black boxes, which means they never respond in a deterministic way. By executing one prompt multiple times we ensure a statistically higher confidence that the data that we show is accurate. This not only saves time (as you won't need to execute each prompt individually), but also provides a clearer picture of your brand compared to your competition.

a. Weekly Automated Prompt Monitoring

Every prompt you monitor with Otterly.AI can be executed weekly. This allows you to track the evolution of key metrics over time and observe changes in your brand's visibility on a week-to-week basis. To learn more about prompt answers changing over time, please read this scientific article here.

Our hypothesis: Just as in Search Engine Optimization (SEO), your content and brand investments will also be visible on LLMs. Therefore, when you optimize your brand and content visibility for GPT-4 and Google Gemini Pro, you can monitor these changes with Otterly.AI.


Share of Voice

Understanding your competition is a crucial part of any search marketing effort. SEO tools provide in-depth insights into your competitors, from keyword visibility and rankings to estimated traffic and spending levels. Marketing teams use this data to assess whether we can compete and achieve visibility with a reasonable effort and investment.

However, insights into our competitors are limited or unavailable for AI-powered searches. This is where Otterly.AI steps in, offering a clear metric and answer to the question, "How visible is my brand compared to my competition?"

Share of Voice is already a recognized metric for other channels such as Paid Search, Organic Search, or PR. Now, you can use the same metric for LLMs.

The Share of Voice calculation considers:

  • Your Brand Mentions
  • Total Brand Mentions of the market (all your competitors combined)

Our hypothesis: With Otterly.AI, you can instantly view your Share of Voice for all Language Models (LLMs) combined or for a specific one (e.g., GPT-4). Instead of manually researching the prompt on GPT-4, extracting the information, and calculating the Share of Voice, all of this information is automatically available to you.


To learn more about the KPI, read our blog post about the share of voice.

Otterly.AI Ranking

While Share of Voice offers a key KPI, marketing teams need more in-depth information about the market and competition. This includes understanding how visible particular competitors are compared to your own brand. Monitoring a prompt with Otterly.AI can provide this insight.

The AI Ranking feature by Otterly.AI lists all brands based on the number of brand mentions across all LLMs or just one particular LLM.

Our hypothesis: With the AI Ranking, you can understand the visibility of certain brands or competitors for a specific prompt. You can compare these results with other channels like organic search rankings and analyze similarities or differences.

AI Ranking
What does the future hold?

We envision that content and brand visibility are just the beginning. It's crucial for marketing teams to understand their influence on traffic, conversions, and revenue. Currently, this is difficult to track, and it remains uncertain whether and to what extent Google, Microsoft, and leading AI Engines like OpenAI will provide access to their analytics.

Right now, Otterly.AI is purely focused on measuring the output directly from those LLMs. However, we also know that Microsoft and Google are “enriching” the end-user experience by web browsing capabilities on top of the LLM output. With that, users are getting enriched real-time data - for example, on top of GPT-4, Giving marketing team insights into both.

  • 1. Pure LLM content output
  • 2. Enriched information for end users
... is ultimately our aim at Otterly.AI.

Ideally, we should be able to measure the entire user journey, from the initial prompt entered on ChatGPT to the final purchase made on our webshop.

Our Recommendations & Next Steps

Consider a scenario where your traditional SEO visibility is declining. Perhaps your customers are gravitating more towards chat or AI-powered searches. If your brand and content visibility on these platforms is weak, it may be time to seriously consider optimizing that.

Otterly.AI is a great starting point. It helps you answer fundamental questions, such as:

  • How visible is my brand on GPT-4 & Google Gemini?
  • How does my brand's visibility compare to my competition?
  • How does my visibility change over time?

  • 1. Pure LLM content output
  • 2. Enriched information for end users
... is ultimately our aim at Otterly.AI.

Ideally, we should be able to measure the entire user journey, from the initial prompt entered on ChatGPT to the final purchase made on our webshop.

Back to the Prompts-Dashboard