Herd MSL launches new AI service

Herd MSL Australia has partnered with search specialists from Publicis Groupe ANZ to launch Elevate, a new AI search visibility, authority, and measurement service.

Designed to help brands strengthen visibility, credibility, and consideration, Elevate addresses what the agency describes as the challenge of how brands are framed, trusted, and recommended across fragmented, AI‑powered search environments.

The service assesses the quality of a brand's representation, identifying both strong and weak signals of credibility, relevance, and authority, while highlighting where investment in owned content and earned media can influence outcomes.

Speaking on AI search's evolution into a reputation engine, CEO of Herd MSL, Skye Lambley, said: "It doesn't just decide who appears - it shapes how brands are described, trusted and recommended.

"Winning isn't just about showing up more - it's about showing up better. The brands that perform strongly are backed by credible, high quality earned and owned authority: trusted coverage and content, expert validation and consistent third-party proof points. That takes more than content output or disruption - it requires a sophisticated earned and owned strategy and execution to shape how a brand is represented, not just whether it’s mentioned."

Elevate connects three specialist Publicis Groupe ANZ capabilities within a single service:

• Category‑level search intelligence: Understanding what people are searching for across a category, how demand is forming, and where brands, competitors and third‑party sources are showing up - revealing gaps, risks and opportunities to influence discovery.
• AI search strategy and content structuring: Identifying priority question clusters, decoding the signals AI systems use to generate responses, and defining what needs to change to improve how brands are selected, framed and explained in AI‑search results.
• Earned & owned authority building: Designing and delivering insight‑led owned and earned programs that efficiently build third‑party validation, expert presence and credible references - strengthening the signals AI systems rely on when generating responses.