Burke Partners with AI Analytics Firm

Cincinnati-based research and MR training provider Burke has announced a partnership with analytics platform BrandRank.AI, bringing together the former's understanding of consumer behavior and the latter's tracking of how brands are represented in AI-generated answers.

Burke says its own surveys indicate consumers making increasing use of AI to inform their purchase decisions, with trust a major barrier to adoption: brands therefore need to 'show up clearly and credibly' in AI-generated responses. BrandRank has conducted thousands of audits across top brands to measure this challenge, and offers a Brand Health and Trust framework, providing a clear and actionable view of clients' position within the AI answer ecosystem.

The partner firms will help brands understand how AI search is influencing purchase decisions, and advise them on how to ensure the answers consumers get are aligned to their strategies. The first jointly-developed tool is already available: Brand Answer diagnoses how AI answers portray a brand, where it is missing from key consumer questions, and how it compares to competitors in AI-driven responses.

Meanwhile BrandRank.AI will incorporate Burke's data expertise and Relevance + Momentum brand strategy framework, allowing it 'to ground its analytics in real human behavior.' BrandRank co-founder and CEO Pete Blackshaw states: 'AI is not just a tech revolution, but a consumer expectations revolution. Brands must understand not only what they say, but how they are interpreted and trusted in AI-driven decisions.'

Recently elevated Burke President & CEO Tara Marotti (pictured) adds: 'Burke has expertise helping organizations understand the 'why' behind consumer behavior and what influences choice. This partnership brings greater clarity to the decisions brand teams must make to compete in today's environment by aligning human and AI perspectives with brand strategy.'

Web sites: www.burke.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.