How do Companies measure their brand presence in ChatGPT, Gemini, and Perplexity with HubSpot AEO?

How do Companies measure their brand presence in ChatGPT, Gemini, and Perplexity with HubSpot AEO?

Companies measure their brand presence in ChatGPT, Gemini, and Perplexity using two tools from HubSpot. These AI search engines are also known as answer engines. The tools are designed for marketing teams. The AEO Grader is free and provides a one-time analysis. HubSpot AEO tracks visibility daily and compares it to competitors . Both tools show how often and in what tone the AI ​​mentions a brand.

The reason is simple. More and more people are starting their research using AI instead of Google. According to HubSpot, 42 percent of CRM buyers already use AI search during the selection process (as of January 2026). Those not listed there are eliminated from the shortlist, and traditional SEO reporting doesn't reflect this.

This form of visibility is new. With AI-generated results, there's often no need to click and no long list of results. The AI ​​summarizes and names just a few providers. If a brand isn't among them, it's practically invisible to that potential customer. This very perception can be measured, and that's what this article is about.

What is AEO, and how does it differ from SEO?

AEO stands for Answer Engine Optimization. It improves how often and how accurately a brand appears in the results of AI-generated search engines. SEO brings clicks to the website, while AEO ensures mentions and source citations in AI-generated results. Both use similar methods but measure success differently.

The difference lies in the objective and therefore in the key performance indicators (KPIs). SEO aims for a good ranking and clicks. AEO wants the AI ​​to name a brand and cite it as a source. The following table compares the most important points.

In practice, this changes the way you write. Long texts, optimized for a single keyword, lose their impact. What's needed are clearly structured sections that answer a question on their own, because AI extracts specific passages. Those who already master SEO have the foundation and can build upon it with AEO. Many measures even work both ways, because a clean structure and clear answers also support traditional ranking.

The HubSpot AEO Grader: The Free Analysis

The software's AEO Grader is the first tool to perform. It's free and provides a one-time AI-powered assessment of how a brand is described. You enter the company name, location, industry, and product, and then receive a report with an overall score.

How does the HubSpot AEO Grader work?

The HubSpot AEO Grader asks ChatGPT, Perplexity, and Gemini how they would describe a brand based on their training data. From the responses, the tool calculates a total score out of 100 points and provides a written assessment. The report is free and requires neither a license nor any technical setup.

The score is comprised of five areas. The most significant factor, weighted at up to 40 points, is sentiment analysis, which reflects the tone the AI ​​uses to describe the brand. Presence quality, worth up to 20 points, measures the depth and sources of the AI's brand knowledge.

The remaining points are distributed across three metrics. Brand awareness, with up to 20 points, indicates how well the brand is embedded in the training data. Share of Voice, with 10 points, represents the proportion of mentions of the brand compared to its category. Market position, also with 10 points, indicates whether the AI ​​classifies the brand as a leader, challenger, or niche provider.

A low score isn't necessarily a bad sign, but rather an indicator. It reveals where the AI ​​still lacks sufficient knowledge about the brand and where external perception doesn't align with its positioning. You can also generate this report for a competitor to assess their AI positioning.

HubSpot AEO: Ongoing tracking for AI security

A one-time analysis is sufficient to get started. Those who want to track progress over time can use HubSpot AEO. This tool runs the predefined questions daily across all three AI search engines and analyzes answers, mentions, sentiment, and cited sources.

The process is straightforward. First, you define your brand and the questions your customers ask the AI. With Marketing Hub Professional or Enterprise, the tool automatically suggests these questions from your CRM data. The analysis then runs daily across the three models. The dashboard subsequently displays the Visibility Score, Sentiment Score, Share of Voice, and the cited sources, for each model and question. Finally, the recommendation feature prioritizes missing content and identifies which gaps you should address first.

The effort is worthwhile primarily because of the quality of these visitors. According to the CRM, leads generated by AI-generated responses convert three times more often than others because they have already pre-defined their choices using AI.

Implementing recommendations with Marketing Hub

Measuring alone doesn't change visibility. With Marketing Hub Professional, recommendations can be implemented directly on the platform without switching tools. The Breeze assistant creates and revises texts in a clear question-and-answer structure – the format that AI prefers.

Content creation transforms a single lead article into a whole series of FAQ pages, social media posts, and landing pages. A/B tests in the Content Hub reveal which titles and structures are quoted more frequently and generate more conversions. Broad reach across multiple channels is crucial, as AI models also assess brand authority across LinkedIn, trade publications, and forums like Reddit.

A simple rule helps with writing. Each of your customers' questions gets its own heading, and the answer follows directly below in 40 to 60 words. Only then do the details follow. This way, the AI ​​finds a clear statement it can use, and the reader gets the information directly. Date, author, and a well-maintained brand profile complete the picture, because timeliness and clear origin increase the models' trustworthiness.

How much does HubSpot AEO cost?

The AEO Grader is permanently free and can be used without registration. HubSpot AEO costs €49 per month with no contract and is already included in Marketing Hub Professional and Enterprise. Those who then want to implement the recommendations with AI will need a Marketing Hub or Content Hub package in Professional or Enterprise, depending on the features required.

Where the tool reaches its limits

Before starting, three things are important. The free grader is a snapshot in time. Ongoing tracking, competitive analysis, and prioritized recommendations are only available with the paid AEO features of the software.

Furthermore, the values ​​are only approximate. AI models are constantly changing, and new content or sources can skew the results. The system itself points out that the results are a snapshot and not a guaranteed ranking. And without your own content, even the best tracking is useless. This is where real work remains, work that no tool can replace.

GDPR and data protection

In the DACH region, the question of data privacy arises with every new tool. The AEO Grader works with publicly available brand information and not with personal data, therefore there is little to examine for the measurement itself.

As soon as visitors whose AI responses are converted into leads in the CRM, the usual GDPR regulations apply. The software offers EU data hosting, a data processing agreement, and features for consent and cookie banners. Those already working with DATEV or lexoffice will be familiar with these processes. The only new aspect is adding the AI ​​referral sources to the privacy policy.

FAQ: Brand presence in AI search engines with HubSpot AEO 

1. What is the difference between SEO and AEO?    
SEO ensures a good ranking and clicks to the website. AEO (Answer Engine Optimization) ensures that a brand is mentioned and cited as a source in the answers of AI search engines. Both use similar methods, but measure success differently.

2. Is the AEO Grader really free?
Yes. The AEO Grader is permanently free and can be used without registration. You enter your company name, location, industry, and product, and receive a one-time analysis with a total score out of 100 points – completely without a license or technical setup.

3. What are the ongoing tracking costs, and do I need a contract?
HubSpot AEO costs €49 per month with no contract and is already included in Marketing Hub Professional and Enterprise. Depending on the feature, a Marketing Hub or Content Hub package in Professional or Enterprise is required to implement the AI-powered recommendations..

4. Can I also measure the AI ​​visibility of competitors? 
Yes. You can also generate the free AEO Grader report for a competitor to assess their positioning in the AI ​​responses and compare it to your own. 

5. How should I write content so that AI can pick it up?  
Ideally, in a clear question-and-answer structure: Each customer question gets its own heading, the answer is directly below it in 40 to 60 words, and only then do the details follow. This way, the AI ​​finds a clear statement it can use. 

Summary

Brand presence in AI-generated responses is measurable, and getting started is affordable. First, download a free report from the AEO Grader and note your brand's score and that of your main competitors. Then, answer the most frequently asked customer questions clearly and concisely on your website.

Those who want to track their progress continuously can activate HubSpot AEO and check their Visibility Score weekly. A free trial is available with no contractual obligation. AEO isn't a one-off project, but an ongoing task. Starting early allows you to see where customers begin their research today.