TLDR: The Hoffman Agency has launched Generative Engine Discovery Insights (GEDI), a new proprietary tool designed to measure and decode how brands appear in generative AI answers. GEDI systematically queries leading AI models like ChatGPT, Gemini, Claude, and Perplexity to provide organizations with data-driven insights into their visibility, descriptive context, and citation sources within AI-generated search results, addressing the evolving landscape of digital discovery.
Singapore – The Hoffman Agency has introduced a groundbreaking proprietary capability called Generative Engine Discovery Insights (GEDI), aimed at providing brands with a clear understanding of their presence in the rapidly evolving landscape of AI-generated search results. Launched on September 19, 2025, GEDI offers organizations a data-driven view of their visibility across today’s leading AI platforms, including ChatGPT, Gemini, Claude, and Perplexity.
As digital discovery increasingly moves beyond traditional search engines into AI-driven answers, understanding brand representation in this new environment has become mission-critical. GEDI acts as an intelligence layer, systematically querying top AI models with industry-relevant questions. It collects, compares, and analyzes the responses to build structured datasets. For instance, it can repeat real-world queries such as “Which telecom operators are leading 5G rollouts in Asia?” across multiple engines and over time to reveal patterns in brand mentions, descriptive context, and the citation sources AI tools most frequently trust.
The insights generated by GEDI are designed to uncover crucial information for brands. These include identifying visibility gaps where a brand might be underrepresented, highlighting concentration risks stemming from an overreliance on a few sources, and pinpointing opportunities to enhance a brand’s influence within AI-generated content. The system also reveals which domains—ranging from media outlets and review platforms to company-owned content—AI tools prioritize when forming their answers.
The Hoffman Agency emphasizes the urgency of this capability, citing projections that AI chatbots could drive 25% of search traffic by 2026, with over half of consumers already incorporating AI into their buying decisions. GEDI empowers brands to understand who is shaping their AI presence, how they are being described, and what content drives that visibility. This foundational intelligence is crucial for developing more strategic public relations, marketing, and content initiatives in the AI era.
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Developed entirely in-house, from codebase to interface, GEDI serves as an ‘AI visibility radar,’ making the ‘black box’ of AI more transparent. This allows companies to identify which reviews, media outlets, or forums most influence their visibility in AI results, understand how product comparisons surface across different engines, or audit their presence in sector-specific queries to uncover gaps competitors might be filling.
