It usually comes up on a call between the traffic recap and next quarter’s plan. A client asks whether they appear when someone types a question into ChatGPT. Most agencies still don’t have a real answer.
That question is now everywhere.
In AgencyAnalytics’ 2026 Marketing Agency Benchmarks Report, based on responses from 494 agency professionals, 66% said helping clients appear in AI-driven search is the top new service clients are requesting. It ranked ahead of performance-based paid ads and short-form video, both of which have been building for years.
AI search went from a curiosity to the top client request in a single year. Demand is real and rising fast. What comes next is harder.
Demand outran measurement
Agencies feel the shift, but feeling it and measuring it are different. In the report, 64% named Google’s AI Overviews their top industry concern.
At the same time, 48% said they can’t reliably track people who discover a brand through AI tools, and 47% can’t attribute conversions across the multi-session journeys AI-assisted research creates.
Rank tracking was built for blue links. It can’t show whether an AI-generated answer names a client, how it describes them, or which sources shaped the response.
So when a client asks how they’re doing in ChatGPT, most agencies have to admit they can’t tell. That’s a hard answer to give someone paying to know.
What agencies can actually measure now
AI search visibility is no longer a black box. Four things are trackable today, and together they provide a real answer:
- Visibility: Whether a client appears when a prompt relates to their business.
- Position: How prominently they appear.
- Sentiment: How the AI describes them (positive, neutral, or a problem worth flagging).
- Citations: Which URLs the model relies on to build its response, revealing whose content shapes the answer.
Track those four over time across engines like ChatGPT and Gemini, and “Are we showing up?” becomes a chart an agency can put in front of a client.
Where that tracking lives matters as much as what it measures. AgencyAnalytics built AI Tracker into the same platform more than 7,000 agencies already use for reporting, so AI search visibility sits beside the traffic, leads, and revenue they already track.
Unlike a standalone tool, AI Tracker tells one connected story: where a client appears in AI search and what it’s doing for the business. It uses a shared pool of credits across an agency’s entire client base, with no per-seat math as clients are added.
A bolt-on tool can report a metric. Connecting AI visibility to marketing results explains what it means.
Getting the data where the work happens
There’s a second half to the equation: where agencies actually work.
More of an agency’s day now happens inside AI tools. An account manager is reviewing a client’s performance in Claude or ChatGPT, then stops, switches…
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