Microsoft Clarity Tackles Brand Visibility in AI-Generated Answers

Microsoft's free behavioral user analytics product, Clarity, is developing new methods to measure how often and favorably brands appear in AI-generated answers. The company aims to help companies track their footprint inside conversational search engines and large language models like Copilot.

The feature, called 'Citations', helps advertisers understand the influence of their brand's content on answers and citations to queries. It automatically groups cited queries into intent-driven themes, providing a better understanding of why and in what context AI systems select content being served in search queries.

Clarity developers are working on this service, which will provide competitive and attributable analysis to help website owners understand where their content appears and how strongly it contributes to AI-generated responses. The tool is part of Microsoft's plan to turn Clarity into an AI-driven behavioral hub for the agentic web.