RISE is a strategic AI visibility service designed to ensure brands remain prominent and relevant in large language models (LLMs) like ChatGPT.
AI Moment of Truth
The AI Moment of Truth (AiMOT) is the moment when customer perception is shaped by AI-generated answers (e.g. ChatGPT) before any search, click, or purchase. This is where RISE works to leverage brand visibility and relevance through its strategic engine.
AiMOT represents the most significant change in customer experience since Google redefined discovery in 2011 with the Zero Moment of Truth. In the split second when consumer opinions are informed by an AI-generated response, AiMOT makes or breaks a brand’s reputation in LLMs.
The most radical ‘moment of truth’ in online consumer behaviour since 2011.
2005
MOT
(P&G)
CEP and CX
2011
ZMOT
(Google)
Digital Search
2025
AiMOT
AI Moment of Truth
Consumers now start discovery in LLMs (e.g. ChatGPT), shaping perceptions well before making decisions.
As more consumers research, plan, and buy using LLMs, the customer experience continues to fundamentally change. These platforms can easily dilute or distort your brand – or exclude it altogether.
RISE deploys tens of thousands of real behavioural queries across LLMs, compiling a data-driven analysis of how your brand performs within AI models. It identifies where brands stand and where they fall behind, providing a roadmap of actions across owned and earned media to optimise visibility.
The RISE Methodology
The RISE Methodology asks three core questions to assess how your brand is performing on current LLM platforms.
01. Be Present
Are you showing up in AI search results?
02. Be Accurate
Are the right attributes being shown?
03. Be Optimised
Are the facts aligned with your narrative and reputation?
The engine includes four key steps:
The RISE Engine compiles
diverse data and uses it to
guide your brand to more exposure, more accuracy,
and more positive results.
01
Visibility Audit
Simulate AI queries across LLMs to evaluate presence and accuracy.
02
Optimisation Roadmap
Engineer bespoke strategies across earned and owned media to maximise AI discoverability.
03
Implementation
Activate technical fixes and deploy content strategies to boost visibility.
04
Monitoring & Reporting
Track progress at 3, 6, and 12 months, and refining the strategy based on results.
We are in a phase of continued growth, including international markets. We need, more than ever, to uncover what people are asking in our category. This includes everything from brand insights to our reputation as a leading Australian food manufacturer.
By analysing hundreds of thousands of interactions on AI platforms like ChatGPT, and layering TBWA’s RISE technology on top, we uncovered insights that help us shape our identity within an ever-changing digital ecosystem. It is a way to see consumer behaviour differently, before it shows up in traditional channels.”
Anand Surujpal
Patties Food Group Chief Marketing & Growth Officer