Brand Audit (Visibility > Brand Audit) asks six AI models how they describe your brand. Three search the web and show the sources behind their answers; three answer from training, to show what they already know. Rank Prompt reads every answer for sentiment and sources, and compares it with your previous audit for the same place.
This is different from visibility reports, which check whether AI names your brand when people ask about your market. Brand Audit checks what AI says when people ask about you directly.
Every audit sends two prompts to each model, in the language you pick:
Prompt type | The prompt, for HubSpot |
|---|---|
Information | "Tell me about the brand/company HubSpot" |
Reputation | "Is HubSpot a trustworthy and reputable company? What do people say about it online?" |
You choose the country, and optionally a city or region, the audit runs for.
Group | AI platforms | What it shows |
|---|---|---|
Searching the web | ChatGPT, Perplexity, Gemini | What the web says about you today, with the pages each model cited (Live web) |
From training | ChatGPT, Claude, Gemini | What the model already knows, up to its training cutoff, which the results show |
All six run on every audit. The AI responses table names the model behind each answer. If a model doesn't answer in time, the results are complete from the others, with a gap you can fill by running the audit again.
Result | What it tells you |
|---|---|
Sentiment | How positively the answers describe you, as a score across both prompts |
Models that mention you | How many of the models that answered talked about your brand |
Negative sources | Cited pages that speak about you negatively |
Self-citation rate | Of the pages the web search models cited, the share on your own site |
Key themes detected | What the answers keep saying about you |
Sentiment by source type | The tone of the cited sources, grouped by kind of site |
AI responses | Each model's full answer, its sentiment, its sources and how fresh its knowledge is |
On top of that you can analyze the cited pages (Citations tab) and turn the audit into recommended tasks with Generate action plan (Recommendations tab). See Running a Brand Audit.
Each result shows its change since your previous audit for the same country (and city, if you picked one). In the AI responses table, a model is marked Newly mentioned when it started talking about your brand since that audit, or Lost mention when it stopped.
The History tab lists every audit, and Compare puts two of them side by side.
Step | Credits |
|---|---|
The audit: six models, both prompts | 10 |
Citation analysis | 1 per page. Pages analyzed in an earlier audit are reused for free |
Recommendations (Generate action plan) | 1, and 1 each time you regenerate |
If you generate recommendations before analyzing any citation, the audit first analyzes up to 10 cited pages for you, at 1 credit per page. Before you start, the audit shows what it costs and an estimated total. An audit that fails costs nothing.
The full list of credit costs is in Understanding credits.
Brand Audit | Visibility reports | |
|---|---|---|
Prompt | "Tell me about HubSpot" | "What is the best CRM for small business?" |
Focus | What AI says about you | Whether AI names you in your market |
Output | Full answers, sentiment, sources | Visibility score, positions, citations |
Use it when | Checking AI gets you right | Tracking where you stand against competitors |
Use both: visibility reports tell you how often AI names you, Brand Audit tells you what it says when it does.
People ask AI about a company before they buy from it, partner with it or recommend it. If the answer is outdated, wrong or negative, you lose trust before you ever talk to them. Brand Audit shows you that answer, and the pages behind it, so you can fix them.
Running an audit needs Starter or up (the brand owner's plan)
Owners and editors run audits, analyze citations and generate recommendations
Viewers see the results
Only the owner can delete an audit
Running a Brand Audit: step by step, and how to read every tab
Brand settings: the brand facts the audit checks against
Email [email protected] and I'll help.
