Salesforce Unveils Tool to Boost Brand's AI Reputation

Salesforce has introduced new tools to help marketers measure and improve their brand's AI reputation.

The company, which acquired Contentful earlier this year for approximately $1.5 billion in cash, is now offering a tool called Palmata that examines how answer engines portray a brand and identifies which content shapes that perception.

In a demo at its Dreamforce conference, Salesforce showed how the tool can be used to improve a brand's AI reputation by analyzing data from answer engines such as ChatGPT, Gemini, Claude, and Perplexity. The demo revealed that a fictional sports brand was mentioned in 62 percent of AI responses analyzed but cited as a source in only 26 percent.

The tool provides supporting evidence and simulated impact for every recommended action, allowing marketers to make data-driven decisions to improve their brand's reputation. In the demo, the recommendation was to add a short summary above blog articles, which resulted in a 6 percent improvement in AI perception after several weeks.