Amplitude introduces AI Visibility tool with competitive tracking

Amplitude announced the launch of AI Visibility on October 30, 2025, introducing a capability that provides marketers with visibility into how their brands appear across major artificial intelligence platforms. The San Francisco-based digital analytics company integrated the tool directly into its core platform, connecting AI search presence to traffic and conversion data without requiring separate applications.

The announcement addresses the fundamental shift in consumer discovery patterns as users increasingly rely on conversational AI systems for product research and purchasing decisions. According to the company, AI search adoption has doubled over the past year, with more consumers requesting recommendations from ChatGPT or Claude than from Google. This behavioral change creates visibility challenges for brands attempting to reach consumers through AI-mediated discovery channels.

"AI search is the new front page of the internet, and most brands don't even know if they're showing up," said Tifenn Dano Kwan, Chief Marketing Officer at Amplitude. "AI Visibility gives companies a radar for this new reality. We not only make them aware, we also help them to take action to improve right away."

The tool monitors brand mentions across large language models including ChatGPT, Claude, and Google AI Overview. When consumers query these systems for product recommendations, the platforms typically suggest only a handful of options. Brands absent from these responses become effectively invisible to high-intent customers who may proceed directly to competitors without ever discovering alternative options.

Amplitude's approach differs from standalone AI search optimization tools through its integration with behavioral analytics. The platform connects AI visibility metrics to downstream business outcomes, enabling marketing teams to determine whether AI-generated visits result in actual conversions, retention, or revenue. This measurement capability addresses a persistent challenge in the emerging AI search market, where visibility tracking tools often operate independently from conversion analytics systems.

The AI Visibility offering includes several distinct measurement categories. The Visibility Score quantifies how frequently a brand appears in AI responses across major platforms, analyzing hundreds of prompts to establish baseline presence. Traffic and ROI tracking functionality connects AI mentions to user behavior and conversion outcomes within Amplitude's platform, providing attribution data that links AI search exposure to business results.

Prompt and source analysis identifies gaps where brands fail to appear in AI responses. The system uncovers the specific content and sources that AI models reference when generating answers, revealing optimization opportunities for marketing teams seeking to improve their discoverability. Competitive ranking features compare brand visibility against competitors across different query types, highlighting areas where rival companies dominate AI recommendations.

The platform provides actionable recommendations and next steps through page analysis capabilities. Marketing teams can evaluate any web page and receive guidance on improving its likelihood of appearing in AI responses. The system simulates potential changes and generates content suggestions designed to enhance brand representation across large language models.

A sentiment analysis feature will launch in a subsequent release. This capability will evaluate user sentiment about brands across different AI platforms, helping companies understand not just whether they appear in responses but how they are characterized when mentioned.

Amplitude's announcement comes amid significant industry movement toward AI search optimization tools. Adobe launched its LLM Optimizer on October 14, 2025, providing enterprise customers with similar visibility tracking capabilities. Ubersuggest released AI search optimization features on September 15, 2025, while Zeta Global announced its Generative Engine Optimization solution on September 17, 2025. These competitive offerings indicate broad recognition of AI search as a distinct marketing channel requiring specialized measurement approaches.

The timing reflects documented shifts in search behavior patterns. Gartner predicts traditional search engine query volume will decline by 25% in 2026 as users increasingly rely on AI systems for synthesized answers. Bain & Company data reveals 80% of consumers currently use generative AI for 40% of their searches. These statistics underscore the urgency for brands to adapt visibility strategies beyond conventional search engine optimization approaches.

"As generative AI applications proliferate and move from development sandboxes to mission-critical production systems, the need for specialized observability becomes paramount," according to Gartner's Cool Vendors in LLM Observability report published October 6. "Organizations are discovering a significant 'LLM visibility gap' where traditional observability platforms and machine learning monitoring tools fall short."

AI search platforms process consumer queries differently than traditional search engines. Google's query fanout technique, explained by VP of Product Robby Stein on October 30, 2025, breaks user requests into dozens of related searches executed simultaneously across information systems. ChatGPT and Claude employ similar approaches, synthesizing information from multiple sources to generate original responses rather than ranking individual web pages.

This fundamental difference in information retrieval creates new requirements for brand visibility. Traditional search engine optimization relies on keyword matching and page ranking algorithms. AI platforms process content as individual chunks, extracting information from various sources to construct answers. Brands must ensure their content appears in formats AI systems can access and synthesize effectively.

The traffic patterns emerging from AI search demonstrate measurable business value. According to research from Ahrefs, AI search traffic converts at rates 23 times higher than traditional organic search, despite representing only 0.5% of total visits. This conversion advantage stems from AI platforms pre-qualifying visitors through detailed product information before generating click-throughs, potentially reducing bounce rates and improving match quality between consumer intent and landing page content.

However, the shift toward AI-mediated discovery also creates challenges for website traffic patterns. Martin Splitt from Google addressed "The Great Decoupling" phenomenon at Google Search Central Live 2025 on June 17, 2025, explaining how websites now receive significantly more impressions while experiencing click decreases. When AI systems answer queries directly within search results, users may not need to visit source websites, fundamentally altering traffic dynamics.

Amplitude positioned its tool as addressing these measurement complexities through behavioral context integration. The platform connects AI visibility data to the complete customer journey tracked within Amplitude's analytics system. Marketing teams can analyze whether AI-exposed users demonstrate different engagement patterns, retention rates, or lifetime values compared to visitors from traditional channels.

The company makes AI Visibility available at no additional cost for all Amplitude customers across every subscription plan. This pricing approach contrasts with competing solutions that charge separate fees for AI search optimization features. Adobe's LLM Optimizer operates as a standalone application while also integrating with Adobe Experience Manager Sites. Ubersuggest offers AI search optimization through plans starting at $29 per month, representing what the company describes as 40-90% cost savings compared to enterprise alternatives.

A free, limited version will also be available for companies that are not Amplitude customers. Non-subscribers can visit the AI Visibility landing page, enter company details, and receive a personalized link to explore results. This freemium model provides market visibility for Amplitude while offering basic AI search insights to brands not yet using the full analytics platform.

The free tier serves multiple strategic purposes. It generates awareness of AI search visibility challenges among marketing professionals who may not recognize gaps in their brand presence across conversational platforms. By providing limited insights without requiring platform adoption, Amplitude can demonstrate the value of comprehensive AI search monitoring while potentially converting free users to paid customers seeking deeper analytics integration.

Implementation requires no technical infrastructure changes for existing Amplitude customers. Because the tool operates within Amplitude's platform, teams can immediately access AI visibility metrics alongside their existing behavioral analytics without additional tool deployment or data integration work. This seamless integration addresses common friction points in marketing technology adoption, where new capabilities often require extensive setup processes and cross-platform data connections.

For the marketing community, the announcement signals continued maturation of AI search optimization as a distinct practice area. Multiple vendors now offer specialized tools addressing AI platform visibility, indicating market recognition that conversational AI requires different optimization approaches than traditional search engines. The breadth of competitive solutions suggests vendors anticipate sustained demand for AI search measurement capabilities as consumer behavior shifts accelerate.

The integration of AI visibility with behavioral analytics represents a notable development in how companies approach this new channel. Early AI search tools focused primarily on presence monitoring—tracking whether brands appeared in AI responses without connecting that visibility to business outcomes. By linking AI mentions to conversion data, revenue, and retention metrics, Amplitude enables marketing teams to evaluate channel effectiveness using the same performance criteria applied to other acquisition channels.

This measurement sophistication matters particularly as marketing organizations allocate budgets across channels. Understanding not just whether a brand appears in AI responses, but whether those appearances drive valuable customer actions, enables evidence-based investment decisions. Teams can compare the return on AI optimization efforts against other marketing activities, determining appropriate resource allocation based on demonstrated impact rather than assumed importance.

The Amplitude platform serves over 4,300 customers including Atlassian, NBCUniversal, Under Armour, Square, and Jersey Mike's. These organizations rely on Amplitude for self-service visibility into customer journeys, using behavioral data to inform product and marketing decisions. The addition of AI visibility extends this analytics framework to encompass conversational AI platforms as distinct touchpoints within broader customer journeys.

Industry analysts have documented the technical challenges of optimizing for AI search across multiple dimensions. Answer Engine Optimization targets featured snippets and voice search responses. Generative Engine Optimization focuses on AI-generated summaries and recommendations. These distinct optimization categories require different content strategies, technical implementations, and measurement approaches, creating complexity for marketing teams attempting to maintain visibility across evolving discovery channels.

The sentiment analysis capability planned for future release addresses another dimension of AI search presence. Brands may appear in AI responses while being characterized negatively or inaccurately. Understanding not just frequency of mentions but the context and sentiment of those mentions enables more sophisticated brand management strategies. Teams can identify areas where AI systems present misleading or outdated information about their products, informing content optimization efforts designed to improve accuracy.

Manual monitoring approaches remain common among marketers tracking AI search visibility. According to NP Digital data, 58% of marketers employ manual observation techniques to monitor content appearance in AI-powered search results. Automated tracking tools like Amplitude's AI Visibility reduce the labor requirements of this monitoring while providing more comprehensive coverage across platforms and query types than manual spot-checking permits.

ChatGPT dominates marketer attention for AI search visibility monitoring, with 68% of marketers focusing on ChatGPT and OpenAI platforms according to NP Digital research. This concentration reflects both practical considerations around referral traffic attribution and strategic positioning as platforms develop advertising capabilities. Only 17% of surveyed marketers actively track visibility within Google's AI-powered search summaries, despite Google's market dominance. The tracking preference indicates where marketing teams perceive the greatest immediate impact and measurement clarity.

The proliferation of AI search optimization tools throughout 2025 demonstrates vendor recognition of a significant market opportunity. As consumer adoption of conversational AI accelerates, brands face intensifying pressure to maintain discoverability across platforms where traditional SEO expertise provides limited guidance. The specialized knowledge required to optimize for AI recommendation algorithms differs substantially from techniques developed for conventional search engines, creating demand for purpose-built solutions.

Amplitude's positioning as a behavioral analytics platform rather than a dedicated SEO tool distinguishes its approach from pure-play AI search optimization vendors. While standalone tools focus exclusively on AI visibility tracking, Amplitude connects that visibility to the broader customer journey and business outcomes. This integrated perspective enables marketing teams to evaluate AI search optimization within the context of overall customer acquisition and retention strategies rather than as an isolated technical discipline.

The announcement arrives as Google has expanded its AI Mode to more than 180 countries globally, though European Union member states remain excluded from official deployment. According to SISTRIX data from August 31, 2025, AI Overviews appear for approximately 17% of keywords in German search results despite Germany's exclusion from Google's official AI Mode rollout. This geographic expansion accelerates the urgency for international brands to develop AI search strategies applicable across multiple markets and platforms.

The competitive landscape for AI search optimization continues evolving as vendors add capabilities and refine positioning. Similarweb launched a dual tracking platform in July 2025, measuring both brand visibility and traffic from ChatGPT, Perplexity, and other AI platforms. These solutions address different aspects of the AI search measurement challenge, with some emphasizing visibility tracking, others focusing on traffic attribution, and integrated platforms like Amplitude connecting both dimensions to broader analytics frameworks.

For digital analytics platforms, the integration of AI visibility represents an expansion of traditional web analytics capabilities. Historically, these platforms tracked user behavior on owned properties—websites and applications under direct organizational control. AI search introduces touchpoints outside this controlled environment, where brands must monitor representation on third-party platforms over which they exercise limited direct influence. This shift requires analytics platforms to incorporate external monitoring capabilities alongside their core behavioral tracking functionality.

The free tier availability for non-customers positions AI Visibility as both a product offering and a demand generation tool for Amplitude. By providing limited insights without requiring platform commitment, Amplitude can engage with marketing organizations not currently using comprehensive analytics solutions. The personalized reports generated for free tier users demonstrate platform capabilities while potentially identifying conversion opportunities among companies discovering significant AI visibility gaps through initial assessments.

Technical implementation details emphasize seamless integration for existing customers. No additional tools, data connections, or infrastructure changes are required to access AI Visibility features. This approach minimizes adoption friction while reinforcing Amplitude's positioning as a comprehensive analytics solution where teams can access multiple measurement capabilities within a unified interface. The elimination of separate tool requirements addresses common frustrations in marketing technology stacks where multiple specialized applications create data silos and workflow fragmentation.

The timing of Amplitude's announcement coincides with broader industry recognition of AI search as a permanent rather than temporary shift in consumer behavior. Unlike previous algorithm updates affecting specific ranking factors, AI search introduces fundamental changes to information discovery and consumption patterns. Marketing professionals have responded by rapidly adapting strategies, with 57% of marketers modifying SEO or content approaches since AI Overviews launched according to NP Digital data.

These strategic adaptations encompass multiple optimization dimensions including content restructuring for AI-friendly formats and technical implementations targeting improved visibility across various AI platforms. The resource allocation required for these efforts indicates marketing teams view AI search as a sustained channel requiring ongoing optimization rather than a tactical adjustment addressable through one-time interventions.

Timeline

October 2025

• October 30: Amplitude announces AI Visibility tool launch (press release)
• October 30: Google's Robby Stein explains AI search recommendation mechanics
• October 14: Adobe launches LLM Optimizer for enterprise AI visibility tracking
• October 6: Gartner publishes Cool Vendors in LLM Observability report

September 2025

• September 17: Zeta Global announces Generative Engine Optimization solution
• September 15: Ubersuggest launches AI Search Optimization features
• September 9: Google introduces AI Max campaign reporting metrics
• September 1: SISTRIX reports AI Overviews trigger on 17% of German keywords

June - August 2025

• July 28: Similarweb launches dual tracking platform for AI search optimization
• July 26: NP Digital study suggests AI search concerns may be overblown
• June 27: Marketing consultant unveils four-layer SEO framework for 2025
• June 17: Google's Martin Splitt explains "Great Decoupling" of clicks and impressions

Summary

Who: Amplitude, Inc., a digital analytics platform company traded on Nasdaq under ticker AMPL, announced the capability through Chief Marketing Officer Tifenn Dano Kwan. The company serves over 4,300 customers including Atlassian, NBCUniversal, Under Armour, Square, and Jersey Mike's.

What: AI Visibility is a new tool integrated into Amplitude's digital analytics platform that monitors brand presence across major AI platforms including ChatGPT, Claude, and Google AI Overview. The capability provides visibility scores, traffic and ROI tracking, prompt and source analysis, competitive rankings, actionable recommendations, and planned sentiment analysis. The tool connects AI search visibility to conversion outcomes within Amplitude's existing behavioral analytics framework.

When: Amplitude announced the launch on October 30, 2025. The tool became immediately available at no additional cost for all existing Amplitude customers across every subscription plan. A limited free version also launched for non-customers, accessible through the AI Visibility landing page.

Where: The announcement originated from San Francisco, where Amplitude maintains its headquarters. The tool monitors brand visibility across multiple AI platforms globally, though it serves primarily marketing teams at companies using or evaluating Amplitude's analytics platform. The free tier provides access to any company worldwide seeking basic AI search visibility insights.

Why: The launch addresses fundamental shifts in consumer discovery patterns as users increasingly rely on conversational AI systems for product research instead of traditional search engines. According to Amplitude, AI search adoption has doubled over the past year. When AI platforms recommend only a handful of products in response to queries, brands absent from these responses become invisible to high-intent customers. The tool helps marketing teams understand their AI search presence, compare performance against competitors, and take action to improve visibility while measuring whether AI-generated traffic converts to business outcomes.