Global communications and marketing consultancy Hotwire has launched its first proprietary AI tool, GAIO.tech. The tool aims to provide unique insights into brand reputation, influence, and recommendations by AI chatbots. It is designed to assist marketing and communications teams in understanding and developing strategies to best position their company and products.

GAIO.tech is the first in a series of AI technology and consulting solutions that Hotwire plans to launch in the coming months. The consultancy has appointed Sven Winnefeld as Vice President, AI Innovation to lead the AI team across the organisation.

"As consumers and B2B buyers increasingly turn to Generative AI for research it will only become more important that marketing and communications teams understand how consumers are using these tools and develop strategies to best position their company and products," said Winnefeld. "GAIO.tech delivers insights into the answers of ChatGPT and other AI chatbots, including the identification of the most cited products, brands and sources. This tool is just the start from Hotwire on working with AI to give our clients the insights they need to create the most effective marketing and communications programs for the future."

GAIO.tech allows brands to gain insight into what AI chatbots say about their brand or products, compare brand visibility against competitor brands across AI chatbots, identify key publications, influencers and channels that are most frequently sourced by AI chatbots, and create strategies to influence AI chatbot answers, message delivery and brand perception.

Global Chief Executive Officer at Hotwire, Heather Kernahan, said: "According to MuckRack's State of AI in PR 2024 report, 64% of PR pros now use generative AI tools, compared to just 28% a year ago. This rapid adoption will shape how AI is used in PR and marketing to engage target audiences and stakeholders. By launching a team dedicated to AI innovation for communications and marketing, we can set our clients ahead of competitors through unique AI insights and technologies, done responsibly. Working with and understanding how best to deploy AI will allow global brands to build stronger reputations and relationships that boost customer retention and revenues."

In partnership with think tank House of Beautiful Business, Hotwire has also launched a report titled 'Brand Narratives in the Age of AI'. Hotwire will be discussing Generative AI Optimisation and demonstrating GAIO.tech during Sven Winnefeld’s keynote presentation at the AMEC Global Summit.