Meltwater has launched GenAI Lens in Australia, a monitoring tool designed to give organisations visibility into how their brand, competitors and industry are represented across leading generative AI platforms.
Available via Meltwater’s Monitor feature, the enterprise-ready tool scans outputs from assistants including ChatGPT, Claude, Gemini, Perplexity, Grok, and Deepseek.
According to Gartner, as early as next year, an incredible 30 per cent of brand perception will be shaped by generative AI rather than traditional media. Until now, businesses have had limited insight into how these tools portray them in a fast-changing information landscape.
“Generative AI has evolved from a tech trend into a defining force shaping how information is created, consumed and trusted,” said Ross Candido, Vice President ANZ at Meltwater. “With AI assistants fast becoming the first port of call for everything from news to buying decisions, Australian brands must have the tools to not only see how they are represented, but also to enhance visibility, flag reputational risks early, and stay ahead of competitors across these emerging platforms.”
GenAI Lens provides sentiment and trend analysis alongside traditional news and social monitoring, helping brands detect misinformation, refine communications strategies and uncover competitive insights. Features include customisable prompts, real-time reporting and visual dashboards to help teams respond quickly to emerging narratives.
“GenAI Lens offers a first-of-its-kind view into the digital conversations that are redefining brand discovery, recommendations, reputation, and purchase,” Candido added. “It’s a game-changing tool for marketers and communicators – not just to protect their reputation, but also gain a competitive edge by understanding how narratives are shaped across AI platforms. In an AI-led era, it empowers brands to move at the speed of culture and lead it.”
The release marks the latest addition to Meltwater’s AI-powered suite. The company, which analyses around one billion pieces of content daily, serves more than 27,000 customers globally and operates across 50 offices on six continents.
Top image: Ross Candido