What is AI Profiles?

The AI Profiles dashboard is your introspective deep-dive into how artificial intelligence represents a specific tracked entity.

Instead of looking broadly across an industry, this dashboard zeroes in on a single focal point—whether that is your overarching organization, a subsidiary brand, a key executive, a public-sector agency, or a specific strategic initiative. It evaluates core reputational drivers across major AI models, analyzing everything from strategic direction and operational updates to controversies, sustainability, and market perception.

The result is a clear, granular view of how AI models portray your target profile, what themes dominate the narrative, and which specific sources are shaping that perception.

How to Use the Dashboard

The dashboard is divided into two main tabs. The first gives you a high-level narrative summary of the profile, and the second provides the raw source evidence driving that narrative.

Tab 1: [Profile Name]’s AI Reputation

This tab provides the overarching view of your tracked entity’s AI narrative and overall AI View Score.

  • The AI View Score Donut: A visual breakdown of the central 0–100 score. This chart distills complex LLM responses into a trackable metric showing how models present your reputation and how much source evidence backs their claims. It is made up of Reach, Authority, Freshness, Sentiment, and Dominance factors.
  • AI Narrative: A synthesized summary of how AI models position and frame the profile in their responses. It gives you an immediate feel for the overall presentation the models are delivering, saving you from having to read through every raw AI response manually.
  • Reputation Pillar Themes Grid: breaks down the narrative into four core pillars: Direction, Performance, Integrity, and Innovation. Each tile instantly shows the top 5 themes extracted by the AI, along with an overarching sentiment label, making it the fastest way to scan the strongest and weakest narrative dimensions.
  • AI View Score Trend: A historical line chart of score movement across previous runs. You can split this chart to view trends by specific pillars or by individual AI models.

Tab 2: Source Analysis

This tab is your deep-dive into the exact media mix and URLs fueling the profile.

  • Top Domains Chart: Horizontal stacked bars showing the specific websites (domains) shaping the portrayal. You can toggle this chart to view domains by Sentiment, Reputation Pillar, or Source Age to see if older coverage is dragging down the current narrative.
  • Source-Mix Donut: A visual breakdown of the media types feeding the AI. You can toggle this to see the split by Content Type (e.g., News vs. Industry Reports), Sentiment, or Source Type (Earned, Owned, or User-Generated).
  • Sources by Content Type Over Time: A stacked trend chart showing how the source mix changes across different runs. This is critical for tracking whether new communications activity is successfully shifting the AI’s source reliance toward higher-authority media.
  • Evidence Drill-Down Table: The ultimate transparency tool. Clicking on any segment of the charts above filters this table, revealing the exact Source URLs, domains, publication dates, and the specific AI models that cited them.

Drill-Down

Tips for Using AI Profiles

  • Tailored Frameworks: AI Profiles adapts to the nature of the entity you are tracking. Beyond standard corporate profiles, it supports specialised options such as a Government preset for public-sector bodies (focusing on accountability, transparency, and service delivery) or custom options tailored to specific strategic priorities.
  • Low Freshness: If your AI View Score is weighed down by low Freshness, review the Source Analysis tab sorted by Source Age. A profile might have strong historic media coverage, but if LLMs are relying on multi-year-old articles, they will treat your current narrative as stale until new content is published and indexed.
  • Low Authority: If your score is lagging due to low Authority, check the Source-Mix Donut to see where your media coverage originates. You might have a steady stream of mentions, but if they primarily come from low-tier blogs or forums, AI models will discount those claims in favor of more credible sources.
  • High Authority + Low Sentiment: If your Authority score is high but your overall Sentiment is pulling down your profile, use the Evidence Drill-Down Table to locate top-tier news URLs driving negative claims. Because LLMs heavily trust high-authority publishers, updating statements or pitching counter-narratives to those specific outlets should be your immediate priority.
  • Divergence Across AI Models: If your profile scores well on ChatGPT but struggles on Gemini or Perplexity, filter the Evidence Drill-Down Table by the underperforming model. Different AI engines index distinct search ecosystems, so identifying where a specific model sources its data allows you to tailor your PR strategy to that platform’s sources.
  • Exporting for Audits: Everything in the Evidence Drill-Down table can be exported directly to an XLSX file. If you discover outdated or inaccurate sources driving a negative narrative around your profile, export the table so your team can target those specific publishers for updates or corrections.