Meltwater launches GenAI Lens in Australia to track brand presence across AI platforms

Meltwater has launched GenAI Lens in Australia, a first-of-its-kind enterprise-ready, multi-model tool that lets brands monitor and analyse how they’re portrayed on the world’s most widely used generative AI platforms.

The tool, available through Meltwater’s Monitor feature, covers platforms from ChatGPT and Claude to Gemini, Perplexity, Grok and emerging players like Deepseek. With Australians increasingly using AI assistants for news, product recommendations and research, the company says brands need visibility into how they’re represented in this fast-evolving space.

According to Gartner, by 2026, around 30% of brand perception will be shaped by generative AI rather than traditional media. Until now, says Meltwater, organisations have lacked the ability to see - and respond to - how their brand, or competitors, are being portrayed.

“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 pulls in AI-generated content alongside news and social insights to give brands a 360-degree view of their presence. Meltwater says it helps fill a critical visibility gap by enabling faster detection of misinformation, sentiment and trend analysis to inform communications strategies, and competitive intelligence to track emerging narratives.

Candido said the tool’s customisable prompts and visual dashboards are designed for speed and clarity.

“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.”

The launch builds on Meltwater’s suite of AI-powered tools for navigating the modern media environment. The company says it will continue expanding its coverage as new large language models emerge and deepen its analytics to keep pace with the generative AI landscape.