Artificial intelligence has rapidly become the go-to source for information, quietly replacing traditional search engines for many users — and most companies have yet to recognize the shift.

Today, millions of people consult AI tools such as ChatGPT, Claude, and Gemini before using conventional search platforms. Around half of consumers now prefer AI-driven answers over traditional search results, and those responses heavily influence purchasing choices, employment decisions, and brand trust. The impact extends even further: 94% of B2B buyers now rely on AI during purchasing decisions, while more than three-quarters of investors worldwide use AI-powered insights to guide investment strategies.

Despite this growing dependence on AI, many organizations still lack visibility into how their brands are represented in AI-generated responses. Are they appearing in results at all? If they are, is the portrayal accurate, balanced, or potentially damaging?

When existing tools failed to provide clear answers for clients, we decided to create a better solution.

“Communications leaders usually know their media coverage and search rankings, but very few understand how AI platforms currently describe their company,” said Charlie Wilkie. “That’s the visibility gap we designed this tool to solve.”

Introducing the AI Visibility Tracker from 3BL — a platform specifically created to measure and manage brand reputation within AI systems.

Key Features
Unlike many AI tracking tools focused mainly on product visibility, the AI Visibility Tracker concentrates on reputation — helping organizations understand how AI platforms interpret, discuss, and frame their brands.

The platform also delivers more advanced sentiment analysis than traditional tools. Instead of relying solely on positive or negative keywords, it evaluates the broader context of AI-generated discussions, capturing nuanced perceptions even when responses contain both praise and criticism.

“The foundation of public relations has always been that outside perspectives carry more weight than self-promotion,” Wilkie explained. “AI has amplified that reality even further, but many brands are still unprepared for it.”

As AI increasingly becomes the primary source of information for consumers, employees, investors, and business buyers, understanding how your brand appears in AI-generated content is no longer optional — it’s becoming a business necessity.

Click here to sign up to see your AI visibility score.

Every day, new advancements in artificial intelligence (AI) emerge, offering solutions to critical issues like climate change and biodiversity loss. From analyzing satellite data to optimizing vehicle fuel efficiency, AI is being increasingly integrated into sustainability efforts. However, these innovations risk being underutilized if professionals lack the skills needed to implement them effectively. The global AI skills gap is well-documented, with a Deloitte survey revealing that 68% of executives acknowledge a moderate-to-extreme skills gap, and 27% report a “major” or “extreme” shortfall.

The World Economic Forum predicts that by 2028, 44% of workers’ skills will be disrupted by AI, a significant increase from its previous forecast. IBM estimates that 40% of the workforce will need to reskill in the next three years due to AI adoption, emphasizing that those who embrace AI will replace those who don’t, rather than AI replacing people.

Gender disparities also remain, with 264 million fewer women online than men, limiting their access to education, job opportunities, and services. As AI continues to grow, this gap is expected to widen. For professionals in sustainability sectors, acquiring AI skills is becoming increasingly urgent. Research from PwC's AI jobs barometer indicates that sectors like professional and financial services, where many sustainability roles are found, are seeing the most AI integration.

Barret Kupelian, PwC's chief economist, points out that industries heavily influenced by AI experience rapid changes in the skills they demand, while manual green jobs remain less affected. To address these challenges, governments, organizations, and companies have launched initiatives aimed at improving digital literacy and AI skills. For instance, IBM's SkillsBuild platform offers over 1,000 free courses in AI, cybersecurity, data analysis, and cloud computing, aiming to educate underrepresented communities.

In November 2023, IBM introduced sustainability-focused AI courses to its platform, offering interdisciplinary coursework that connects ecology, biodiversity, and data science. According to IBM's Justina Nixon-Saintil, demand for such training is increasing as universities and nonprofits seek to incorporate sustainability into their curricula and upskill communities for new jobs.

Many companies are also taking steps to close the AI skills gap by offering literacy programs and hiring AI experts. For example, some firms, including PwC, are creating AI tools to assist daily tasks, while others emphasize the importance of not blindly trusting AI outputs but ensuring their quality.

Experts such as Professor David Collings from Trinity College, Dublin, stress that sustainability professionals need to understand how AI can contribute to their projects without needing deep technical expertise. David Symons, from WSP, notes that AI should be seen as an extension of existing technology, helping people make better decisions in the transition to a net-zero economy. His company has been upskilling its teams through digital literacy and partnerships, and integrating tools like Microsoft Copilot into daily work.

Arup is also actively training its teams in AI, sharing practical uses through employee-led initiatives and introducing AI-driven chatbots to assist with specific tasks. Despite the rapid pace of technological change, experts agree that the AI skills gap in sustainability will continue to expand, and organizations must adapt quickly. As AI tools become more user-friendly and tailored to specific industries, the potential for innovation will increase, unlocking even greater possibilities for sustainability efforts.