品牌竞相现身 ChatGPT 回答，监测工具获融资但效果归因仍是难点
ADWEEK Tech Advantage: Brands Are Showing Up in ChatGPT. Proving It Pays Is Harder.
- 1品牌在 ChatGPT 等 AI 答案引擎中的曝光已催生一门测量与优化生意，代理商和初创公司竞相入场。
- 2Emarketer 与 Semify 调查 75 家中小企业搜索营销者，76% 认为出现在 AI 搜索中极其或非常重要。
- 3Profound 于 9 月完成 1.8 亿美元 D 轮融资，估值 18 亿美元，距上一轮 C 轮不到七个月。
- 4Jellyfish 等代理公司已自建工具追踪品牌在答案引擎中的出现，ADWEEK 梳理了 11 家相关初创。
品牌在 ChatGPT 等答案引擎里的可见度正变成一门有工具、有融资的生意，但如何归因到生意成果仍是行业共同缺口。
- 影响：AI 搜索曝光正在成为营销预算的新科目，代理与工具商会推动付费监测需求；76% 的受访中小企业营销者已视其为重要指标；但归因方法未定，投入产出难以核算。
- 参考：可考虑先自查品牌在主流聊天机器人回答中的出现情况，再把 AI 渠道带来的流量与转化算出基准；值得以此评估是否购买第三方监测工具，避免为无法归因的指标付费。
- 依据：调查数据出自 Emarketer 与 Semify 对 75 家中小企业搜索营销者的访问；Profound 的 1.8 亿美元 D 轮与 18 亿美元估值为文中引用的融资信息，工具效果暂无独立验证。
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Getting recommended by an AI chatbot has its own burgeoning cottage industry.
Agencies like Jellyfish have built proprietary tools to chart brand appearances in answer engines like ChatGPT. A wave of startups is selling software to understand and improve visibility. In a survey of 75 small and medium business search marketers by Emarketer and Semify, 76% said appearing in AI search is extremely or very important.
Investors are also taking notice. Profound, among the best-funded of the 11 startups ADWEEK profiled, raised $180 million in Series D at a $1.8 billion valuation in September, less than seven months after its Series C.
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Trishla Ostwal
Trishla is an Adweek staff reporter covering AI and tech.
来源：Adweek · adweek.com