Obsessd.ai launches to help brands win AI discovery battle

Obsessd.ai has launched in Australia, positioning itself as an AI intelligence consultancy focused on helping brands and retailers improve their visibility across large language models including ChatGPT, Gemini, Claude, Copilot and Perplexity.

Founded by former Yahoo executive Dan Richardson and former Cartology and Coles360 Head of Product Bec Penn, the business has launched with teams in Sydney and Melbourne.

The company said it aims to help brands understand and improve their representation and recommendations on AI platforms that consumers increasingly use for product research and purchase decisions.

Focus on AI visibility

Richardson said many organisations have established reporting for search and digital marketing performance, but limited visibility into how AI models describe their brands.

“When we sit down with local marketing teams and ask how they are performing in paid search or SEO, they have dashboards ready. But ask what ChatGPT, Gemini, or Claude say about their brand, and most have no idea beyond screenshots from ad-hoc prompts. That’s the gap that we are here to fill,” said Richardson, Co-Founder & Director, Obsessd.ai.

According to Obsessd.ai, its analysis of AI citation patterns suggests brands that secure early prominence within AI-generated recommendations may be difficult and costly for competitors to displace.

The company also said audits of major Australian brands found that, on average, 60% of AI discovery queries returned no brand result.

Proprietary measurement framework

Obsessd.ai's offering includes its OVI (Obsessd Visibility Index), a measurement framework designed to assess brand visibility, accuracy and competitive positioning across multiple AI platforms.

The company said the framework provides a standardised metric that can be used for benchmarking and performance tracking across ChatGPT, Gemini, Claude, Perplexity and Copilot.

“A brand that scores well on Claude but poorly on ChatGPT carries undetected revenue risk. Existing tools that sample brand mentions, sentiment or citations in a single platform miss this entirely. It's now essential for all brands to have a strategy that works across all LLMs, not just some,” Richardson added.

Penn said the shift towards AI-driven discovery requires brands to think differently about visibility.

“Brands have spent years and millions of dollars building awareness, but awareness is not discoverability. The AI layer does not care how much you have spent on the brand. It surfaces what it can read, what it trusts, and what has been structured to answer the question being asked. We built Obsessd.ai because no one else was solving this for Australian brands with the rigour it deserves,” said Bec Penn, Co-Founder & Chief Product Officer, Obsessd.ai.

Launch clients include Personalised Favours and Sydney-based fragrance brand By Yuliya.