The way consumers interact with brands has shifted from static search engines to dynamic, AI-generated conversations. To capture this complex digital footprint, Dubai-headquartered global insights consultancy SixthFactor has rolled out BrandIQ. Developed by its proprietary analytics division, TheSixth.AI, the new platform provides real-time brand health tracking across digital channels, including direct monitoring of how brands appear in responses from large language models (LLMs).
Quick Facts
- Product: BrandIQ, an always-on brand health intelligence platform.
- Developer: Built by TheSixth.AI, SixthFactor’s AI analytics division.
- Key Feature: Tracks brand visibility across LLMs like ChatGPT.
Moving Beyond Traditional Brand Tracking
Traditional brand surveys often act as a rearview mirror, capturing consumer sentiment long after purchasing decisions are made. With today’s consumers spending up to seven hours online daily—searching, comparing, and reading public reviews—brand experiences happen live and at scale.
BrandIQ addresses this gap by continuously monitoring digital signals across four main pillars: AI and LLM visibility, search performance, social narratives, and consumer reviews.
The inclusion of Generative AI visibility as a core metric introduces a critical layer of forward-looking intelligence. The platform tracks how a brand is represented in outputs from ChatGPT, Google Gemini, and Perplexity. As consumers increasingly rely on conversational AI for recommendations before executing a traditional search, monitoring this specific channel provides insight into early-stage purchasing decisions.
Structuring Digital Signals for Commercial Action
To process a massive volume of unstructured digital data, BrandIQ employs a methodology that combines advanced AI models with human-led research frameworks. The AI engines handle data collection and correlation modeling, while human analysts interpret the signals to deliver structured intelligence tailored to a brand’s specific category and competitive environment.
Himanshu Vashishtha, Founder and Global CEO of SixthFactor, emphasized the need for a modernized approach to brand health.
“Brands today are navigating a digital ecosystem that is more complex, faster moving, and more consequential than anything traditional tracking was built for,” Vashishtha said. “BrandIQ is our answer to that. It gives our partners a complete, real-time view of their digital brand health, so that every brand decision starts from the clearest, most current picture of where they stand.”
Adding to this, Faisal Khan, Managing Director at TheSixth.AI, highlighted the platform’s analytical rigor.
“Most AI tools today are built to listen. BrandIQ is built to understand,” Khan noted. “The AI models powering this solution handle the complexity and scale. The structured analytical framework and correlation modelling applied on top of that make it research-grade. And human judgment ensures the intelligence is real.”
About SixthFactor
Founded in 2012, SixthFactor is a global insights consultancy headquartered in Dubai, UAE, with additional operations in Saudi Arabia, India, Singapore, and the United States. The firm integrates behavioral sciences, artificial intelligence, and design thinking to provide organizations with actionable commercial insights. Operating the Middle East’s first Neuro Lab, SixthFactor works with a large portfolio of global clients, including HSBC, Visa, Amazon, Google, Microsoft, and Nestlé, deploying advanced methodologies ranging from neuromarketing to ethnographic research.
Source: Zawya
