Strategic marketing communications consultancy Sefiani, and its parent company Clarity Global, have launched Surfacd, an AI visibility monitoring tool that helps brands track, benchmark, and improve how they appear across AI search platforms, such as ChatGPT, Perplexity, Gemini, and Grok.
This follows reports revealing that nearly half of Australians (48 per cent) use AI for online product searches - rising to 66 per cent for those under 45. A survey from Clarity Global, conducted with a UK sample, further found that 80 per cent of B2B buyers spend at least an hour a week with AI for decision-making, and 65 per cent rely on AI answers to create their vendor shortlists. The company stated that many B2B brands remain largely invisible in AI answers, despite investment in SEO, PR, and content.
Using category-specific prompts, Surfacd analyses brand visibility and consistency across AI-generated responses, compares performance and visibility against competitors within AI search, and identifies sources, signals and narratives influencing how AI platforms interpret and recommend brands. The tool allows marketing and communications teams to identify publications, analysts, and commentators that shape AI responses, and highlights content assets that impact AI visibility.
Managing Partner - Australia at Sefiani, Mandy Galmes, said: "This tool couldn’t be more timely for Australian businesses. We are a highly connected, regulated market and can see buyers moving to AI-generated overviews for decision-making, which is compressing the buying cycle. When stakeholders are building their understanding of your brand credentials, product compliance and reputation from AI overviews, brands can't afford to be misrepresented, or worse still, not appear.
"As generative search becomes the default starting point, the winners in 2026 will be the brands that can prove credibility at every touchpoint. This tool helps marketers and communicators understand how to build reputations in an integrated way - aligning earned, owned, paid, and social messaging, so the story is consistent everywhere a brand appears. That consistency lifts visibility, strengthens trust, and helps the brand be discovered by the right buyers, with the right information, at the right time."
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