Walker Sands launches the AI Domain Impact Index to help B2B brands boost visibility in GenAI-driven discovery and decision-making.
Walker Sands has introduced the AI Domain Impact Index, a new tool designed to measure how earned media placements influence visibility in GenAI search. As platforms like ChatGPT and Gemini replace traditional search engines, B2B brands need better strategies to stay discoverable.
The Index assigns a 0–100 score to websites based on five GenAI-relevant factors: organic search, inclusion in AI models, on-page content, real-time retrievability, and citation presence. Unlike traditional metrics, this score reflects a domain’s likelihood of appearing in GenAI-generated content. It gives marketers a clearer view of how media placements impact AI-powered buyer journeys.
GenAI tools favor credible third-party content, so high-impact media coverage now plays a critical role in brand trust and visibility. In Walker Sands’ analysis of 600 placements across 292 media domains, 51% were found to be highly impactful in GenAI responses. Outlets like ZDNet, TechTarget, and Apple Podcasts ranked high, while some legacy media scored lower, showing a shift from traditional SEO relevance.
The Index adapts in real time as GenAI models evolve, helping PR teams stay agile. It also gives clients actionable insight into where to focus media efforts for maximum influence in LLM-powered decision-making. As GenAI adoption grows, brands using static PR measurement risk falling behind in discoverability and engagement.
