Your customers are asking AI about you. Do you know what it says?
We help brands see how AI tools describe them, understand what their audience is really asking, and earn a place in the answers that now shape buying decisions. Built on years of social listening and consumer research across Nigeria and beyond.
01
The middle of the funnel has moved. Most brands haven’t.
61%
of US iPhone comparisons now happen in AI tools, not on Apple's own page. A year ago it was 37%.
Source: Gener8, Oct 2026
3.6x
more visits to a brand's website when an AI answer names that brand.
Source: Gener8, US and UK, 9 industries
88%
of Nigerian shoppers have already used AI to help them shop.
Source: Visa Stay Secure, 2026
If your brand isn’t one of the handful AI recommends, it slowly becomes invisible. Ranking on Google is no longer the whole job.
02
We’ve been listening for a long time
AI is new. Understanding why people click, buy and talk the way they do isn’t. It’s what we’ve done for brands across Nigeria for over a decade.
Life Lager x Afiaolu New Yam Festival, 2025
The work: listening and analysis across Facebook, Instagram and X for Life Lager's sponsorship of the Afiaolu festival in Nnewi, 15 August to 15 September 2025.
3.4M
Earned content reached 3.4M people against 1.2M for the brand's own posts, and drove 119,382 interactions against 3,118.
–Earned engagement rate was 3.4%; owned was 0.2%.
–On Instagram, earned reach rose 1,387%, almost 14 times Life Lager’s usual visibility, led by creators like Cee-C and media like Pulse Nigeria and Legit.ng.
–Our model found that about 70% of Instagram follower growth came from earned engagement and positive sentiment. The brand’s own posts explained almost none of it.
This is the thought piece’s argument in one campaign. AI tools repeat what creators, media and audiences say about a brand, not what the brand posts. We can show which voices and which coverage are shaping your story, then help you earn more of it.
The problem: Life Lager needed to know which voices were driving growth, and where to put its creator budget next time.
AI-assisted listening: classifies thousands of posts and comments across Facebook, Instagram and X by sentiment and theme (pride, food, family, giveaways), including local slang and mixed-language posts, with our analysts checking the edge cases.
Predictive modelling: the follower-growth model in this report links earned engagement and sentiment to new followers, so the brand knows which levers actually move results.
Creator scoring: ranks influencers and media by reach, engagement and cultural fit, which is how Cee-C, Ify’s Kitchen and Pulse Nigeria each earned a clear role.
AI visibility check: we ask ChatGPT, Gemini and others questions like “Which beer brands celebrate Igbo culture?” to see whether Life Lager appears, and which sources the answer leans on.
Goldberg Lager x Ojude Oba Festival, 2024
The work: trend and sponsorship analysis of the Ojude Oba festival in Ijebu Ode, comparing Goldberg with Trophy, FCMB and GLO.
6.9M
Goldberg reached 6.9M people, 6.1M of them through earned conversation, and took over 80% of engagement across the brands we tracked.
–The festival’s biggest moment, Farooq Oreagba’s agbada, went viral through memes and creators, not brand posts.
–Audiences celebrated the fashion but knew little about the festival’s history.
when someone asks an AI “What is Ojude Oba?” or “Who sponsors Ojude Oba?”, the answer is built from the creators, coverage and explainers that exist. The brand that tells the festival’s story clearly, and gets it told by others, becomes part of that answer. That’s a category entry point a brand can own.
The problem: Goldberg had to own the festival in a field of sponsors, while the biggest moments came from the crowd, not the brands.
Trend detection: AI-assisted listening spots breakout moments like the agbada memes as they start rising, so a brand can join while it still matters.
Share of voice: automatic classification of mentions and sentiment for every sponsor, so Goldberg’s 80% lead is measured, not guessed.
Question mining: we gather what people ask search engines and AI tools about Ojude Oba (its history, its dates, what to wear) to find the gaps a brand can fill with explainer content.
AI answer tracking: we check who AI tools name when asked “Who sponsors Ojude Oba?” before and after the festival, and which coverage they cite.
DStv Nigeria x AFCON 2023
The work: analysis of DStv's banter-led social campaign during the Africa Cup of Nations.
93M+
93M+ impressions, about 45M unique users and 2.5M+ engagements from 500+ posts.
–85% positive sentiment, with 18 to 34 year olds making up 70% of the conversation.
–Social engagement up 60% on the previous tournament, 25,000 new Instagram followers in two weeks, and #AFCONonDStv became the go-to hashtag.
DStv didn’t broadcast at fans; it joined their conversation in their own language. That volume of positive, fan-made talk is what AI tools draw on when someone asks where to watch AFCON in Nigeria. Cultural intelligence earns the conversation, and the conversation earns the answer.
The problem: keeping real-time banter fast, funny and on-brand across hundreds of posts during a month-long tournament.
Real-time listening: flags trending jokes, rivalries and match moments within minutes, so the team reacts while the moment is live.
Drafting support: AI suggests response options in the brand’s tone; people choose, edit and approve every post, and check the slang.
Sentiment monitoring: watches for posts that start to turn, so a joke that lands badly is caught early.
AI answer tracking: after the tournament, we check whether AI tools name the brand when people ask where to watch AFCON in Nigeria.
Trusted by brands that need to know what people really think.
03
Five ways we help brands win in AI answers
01
Find out what AI says about you, and why.
What you get
- How ChatGPT, Gemini, Claude, Perplexity and Google AI Mode answer the questions your customers ask in your category
- Where you're recommended, where competitors are, and where you're missing
- The sources each tool leans on when it talks about you
- A prioritised list of fixes
Best for: any brand that hasn’t checked yet. This is where most work starts.
02
Understand the people behind the prompts.
What you get
- Social listening across X, TikTok, Instagram, Reddit, YouTube and news
- The questions your audience brings to AI and to each other, grouped by the moments that lead to buying
- The real subgroups inside broad targets like "Gen Z" or "young professionals"
Best for: brands planning a campaign, entering a market or rethinking who they’re for.
03
Get into the sources AI trusts.
What you get
- A plan to earn coverage and conversation in the news, forums and video channels AI cites most
- Your own FAQs, product pages and help content rewritten so AI can quote them accurately
- Campaign ideas built to be talked about, not just seen
Best for: brands that know they’re under-represented in AI answers and want to change it.
04
Measure what your marketing actually changed.
What you get
- Monthly tracking of how often, and how well, AI tools mention your brand against competitors
- Sentiment and conversation shifts after each campaign
- Reporting that goes past reach and impressions
Best for: teams that need to show leadership what’s working.
05
Get your marketing team using AI well.
What you get
- Half-day, full-day or custom sessions, online or in person
- Hands-on use of AI for research, planning and content, built around your brand
- Guardrails for data, privacy and brand safety
Best for: marketing, brand and agency teams starting out or wanting to go further.
04
Audit, plan, act, measure
01
Audit
We look at how AI tools, search and social see your brand today, and what your audience is asking.
02
Plan
We agree what to fix first, and what to aim for in the next two to four months and the next year.
03
Act
We help you change your content, earn the coverage and conversations that count, and brief your team.
04
Measure
We track what moved in AI answers and in conversation, then adjust. AI models change constantly, so this never stands still.
We don’t do vanity metrics. Every step ends in a decision you can act on.
05
Start small. Go further when you’re ready.
Every engagement starts with a free discovery call.
AI Visibility Audit
See where you stand in AI answers today.
What's included
The audit, a findings session with your team, a prioritised fix list
AI Visibility Audit
Strategy Sprint
Turn the findings into a plan.
What's included
Audit, audience intelligence, a content and earned media plan, a workshop for your team
AI Visibility Audit
Audience Intelligence
AI-Ready Content and Earned Media
Team Workshops
AI Visibility Audit
See where you stand in AI answers today.
What's included
Monthly resonance measurement, listening and reporting, quarterly strategy reviews, support on campaigns
Resonance Measurement
Audience Intelligence
Not sure which fits? That’s what the discovery call is for. We’ll tell you honestly.
Want this to share with your team?
Download our services overview (PDF).
Download our services overview (PDF)
06
FAQ
Isn't this just SEO with a new name?
No. SEO gets you found. AI answers pick two or three options and explain why, drawing on news, reviews, forums and video as much as your website. We look at all of it, and at whether you show up in the moments that lead people to buy.
Which AI tools do you look at?
The ones your customers use: ChatGPT, Gemini, Claude, Perplexity and Google’s AI answers, plus others where your market needs them.
We're a Nigerian brand. Does this apply to us?
Yes. 88% of Nigerian shoppers have already used AI to help them shop, mostly to check reviews and compare prices. That’s the moment brands win or lose.
How long before we see results?
The audit tells you where you stand in a few weeks. Moving AI answers takes longer, because it depends on what others say about you. Most brands should plan in quarters, not weeks.
Do you need access to our data?
Not to start. The audit uses public AI answers, social conversation and published sources. For measurement, connecting your analytics helps us link changes to results.
Can you train our team instead?
Yes. Workshops can stand alone or come with any package.
07
Let's find out what AI says about your brand
Tell us a little about where you are. We'll come back within 48 hours to set up a discovery call.
Prefer to pick a time now? Book your discovery call.
"Marketing is understanding people. AI is changing how people behave."
A research-led piece by Nifemi Aikomo, Director of Strategy.