Demand Spring & Brandlight partner on AI search visibility

Ottawa, Ontario's Demand Spring has formed a partnership with AI brand visibility firm Brandlight to target how business brands appear in responses from large language models.

The alliance links Brandlight's AI search monitoring platform with Demand Spring's revenue marketing consultancy services. The companies plan a joint offer that focuses on visibility inside AI-driven search rather than only on traditional web search.

Brandlight tracks how generative AI tools reference brands and products. The platform monitors brand mentions across major AI systems and produces real-time data on sentiment and content sources.

Shift from SEO

The partnership comes as marketing teams reassess search budgets and methods as the AI boom continues to grow. Many B2B buyers now use conversational AI systems for research and vendor selection rather than relying only on traditional search engines.

Brandlight's platform analyses which domains shape AI-generated answers. It identifies the sources and patterns that influence how AI tools describe a company and its products.

It also measures sentiment in LLM outputs about a brand. The service then highlights areas where brands appear less frequently or in a negative light.

Demand Spring plans to use this data inside an advisory offer for CMOs and marketing leaders. The consultancy will focus on adjustments in content, messaging, and channel mix based on Brandlight's findings.

Under the partnership, Demand Spring will package Brandlight's AI visibility tracking with its own coaching and implementation services. The aim is that marketing teams base content decisions on how AI models currently present their brands.

Demand Spring will run audits of clients' digital content. It will then map this content against Brandlight's data on AI search performance.

End-to-end offer

The partners describe the joint service as an "AI Search Visibility" solution. It spans tracking, diagnostics, and follow-up, with changes to content and marketing tactics.

Clients will look at technical SEO, content planning, social media, public relations, and paid and earned media. They will compare these activities with how LLMs currently surface their brands at different stages of the marketing funnel.

The approach also includes work on AI personas. This involves structuring content and brand narratives so that AI models can use them more easily when generating responses.

Brandlight's technology tracks changes in authoritative domains and answer formats over time. This provides a moving picture of which sources AI systems appear to trust.

The company says this data can guide targeted "interventions" in content and outreach. These interventions aim at improving visibility and sentiment along what it describes as the "AI journey."

"This partnership represents a great opportunity for Demand Spring to augment our AI visibility services with Brandlight's world-class platform. We will be able to provide CMOs and marketing leaders with a complete solution to measure, manage, and improve the visibility of their brand, products, and services in this new era of AI-driven search," said Mark Emond, CEO at Demand Spring.

Demand Spring describes the AI era as a new phase in revenue marketing. The firm plans further advisory work for CMOs that focuses on optimisation and innovation in AI-driven buying journeys.