Peec AI, a platform that helps marketing teams improve brand performance in AI search, today announced brand perception, a new set of views that helps companies understand how AI models describe their brand. Brand perception shows which attributes models associate with a company, how those associations compare with competitors, which objections recur in AI answers, and where claims in AI answers conflict with facts supplied by the company.
Marketing teams have become used to asking whether their brand appears in AI answers. Brand perception addresses the next question: what is AI saying about their brand?
An AI answer does more than point a buyer toward information. It interprets that information and describes the companies it recommends along the way. Those descriptions shape how buyers understand a brand before they ever reach its website.
“AI is increasingly shaping how customers discover and understand brands. It determines which brands appear in an answer, how they’re described, where they’re seen as strong, and why they might be recommended — or not,” said Marius Meiners, CEO and co-founder of Peec AI. “Marketing and communications teams need to see that narrative as clearly as they see a search ranking or a campaign report. Brand perception gives them a way to understand what AI is saying, trace where it comes from, and decide what to do about it.”
Where visibility tracking stops
Traditional AI visibility tracking starts with the prompts a company chooses to monitor. Brand perception goes further: its Market and Objections views run their own question sets, so companies can surface attributes and arguments they did not already know to track.
Within Market, Peec AI puts two questions to the models about every attribute. The first asks what a company is known for and produces an association score from 0 to 100. The second asks which companies in the market are known for that same quality and produces a market prominence score, also from 0 to 100.
Read together, the scores separate a brand’s own strengths and weaknesses from its standing in the category. A company can be described as “fast” in almost every answer while a competitor holds a far stronger association with speed across the wider market. A single score cannot show that difference.
The result is a broader basis for action than visibility alone. Marketing teams can see which qualities are worth investing in, which arguments need answering, and which sources are shaping both.
Three views
- Market. Shows the attributes AI models associate with a brand, its association and market prominence scores, its rank against competitors, and the underlying language used in the source answers.
- Objections. Surfaces the arguments AI models make against a brand when a buyer is weighing options. Peec AI groups semantically similar answers, so teams see the recurring objection instead of several versions of the same point.
- Fact-checking. Extracts specific claims made about a brand and compares them with facts the company registers in Peec AI. Claims are marked as contradicted, supported, inconclusive, or not covered. Each claim is connected to a specific chat, with the originating prompt, model, and cited pages attached.
Each view also shows the pages retrieved by the model and classifies them by source type. That turns a perception gap into something teams can investigate: editorial coverage shaping an attribute, a reference page carrying an outdated claim, or a community discussion influencing how the brand is described.
What brand perception measures
- Coverage across major AI platforms. ChatGPT, Google Gemini, Google AI Mode, Google AI Overviews, Perplexity, Copilot, and Claude. Scores are averaged across the models a company tracks, and every view filters to a single model, because a brand is often described differently in one than in another.
- The language models use. Alongside the grouped attributes, Peec AI shows the exact terms that appeared in AI answers, how often each came up, which attribute it was grouped into, and which models used it.
- Source attribution on every finding. Each attribute, objection, and claim carries the pages the model retrieved, with occurrences, retrievals, citation rate, and a classification of both the URL and the domain. A separate field shows whether the brand appears in the content of the page at all.
- The company’s own facts as the reference point. Companies register facts such as pricing, integrations, availability, and market coverage in Peec AI. Brand perception extracts claims from tracked AI answers and compares them with those company-supplied facts, identifying where the model’s claim is supported, contradicted, inconclusive, or not covered.
Availability
Brand perception is available on every Peec AI plan, with fact and prompt coverage scaling by tier. Objections is available on Pro plans and above.
Peec AI offers a seven-day free trial.
