Meltwater rolls out GenAI Lens in Australia
GenAI Lens is a new enterprise-ready tool that gives Australian brands unprecedented visibility into how they and their competitors are represented on AI platforms.
The announcement:
Meltwater, a global leader in media, social and consumer intelligence, has today launched GenAI Lens in Australia, a first-of-its-kind enterprise-ready, multi model GenAI tool. Available through Meltwater’s Monitor feature, it allows companies to monitor and analyse how their brand, competitors and industry are represented across the world’s most widely used generative AI platforms.
From ChatGPT and Claude to Gemini, Perplexity, Grok and emerging players like Deepseek, Australians are increasingly turning to AI assistants for news, content creation, product recommendations and general research. According to Gartner, by 2026, around 30% of brand perception will be shaped by generative AI rather than traditional media. Yet, until now, organisations have lacked visibility into how their brand – or their competitors – are being portrayed in these environments.
GenAI Lens changes that. It brings transparency into AI-generated content, giving PR, marketing and comms teams across Australia a strategic edge in understanding and shaping how their brand appears in this rapidly developing space.
“Generative AI has evolved from a tech trend into a defining force shaping how information is created, consumed and trusted,” said Ross Candido, vice president ANZ at Meltwater. “With AI assistants fast becoming the first port of call for everything from news to buying decisions, Australian brands must have the tools to not only see how they are represented, but also to enhance visibility, flag reputational risks early, and stay ahead of competitors across these emerging platforms.”
GenAI Lens gives brands a 360-degree view of their presence across major AI platforms alongside news and socials, helping to fill a critical visibility gap. It enables faster detection of misinformation, delivers sentiment and trend analysis to inform smarter communications strategies, and uncovers competitive insights to help brands stay ahead of emerging narratives. With customisable prompts and intuitive visual dashboards, teams can access real-time insights in minutes and respond with greater speed and confidence.
Candido added: “GenAI Lens offers a first-of-its-kind view into the digital conversations that are redefining brand discovery, recommendations, reputation, and purchase. It’s a game-changing tool for marketers and communicators – not just to protect their reputation, but also gain a competitive edge by understanding how narratives are shaped across AI platforms. In an AI-led era, it empowers brands to move at the speed of culture – and lead it.”
This is the latest in Meltwater’s suite of AI-powered tools helping brands navigate today’s complex media environment. As a global leader in listening and monitoring, Meltwater is committed to growing source models, deepening analytics and maintaining comprehensive coverage as new LLMs emerge in this dynamic field.
Source: Meltwater
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