Search engine optimization (SEO) has remained a key focus for brands for over a decade, aiming to maximize visibility by achieving high rankings on search results pages. However, with the shift towards AI chatbots like ChatGPT and Claude for conducting searches, brands need to adopt a new strategy. Enter Profound, a company that assists brands in understanding how they appear in AI searches through tracking common search queries. For instance, if a user is in the automotive industry, their dashboard would provide data on searches like "what is the best SUV?" Users can also conduct more specific searches to analyze how search results vary according to demographic data or the ranking of trusted websites discussing certain products. Launched earlier this year by James Cadwallader and Dylan Babbs, who met at the startup incubator South Park Commons, Profound was born out of their fascination with how AI is transforming online search. Cadwallader, leveraging his experience at data-driven influencer marketing agency Kyra, realized the need for brands to navigate the new world of AI-generated answers and secure prominent positions within them despite marketing efforts and budget. The platform is designed to be dynamic, enabling brands to track and adapt to the evolving preferences of AI search algorithms, which often impact SEO rankings. Although still in its early stages, Profound has already partnered with a large branding agency and has two additional contracts in progress.

The company has recently emerged from stealth mode after securing $3. 5 million in seed funding from investors such as Keith Rabois, through Khosla Ventures, Saga, South Park Commons, Scott Belsky, and Balaji S. Srinivasan. Cadwallader intends to utilize the funding to expand the team and further develop the technology. Ben Braverman, co-founder and managing partner at Saga, praised Cadwallader's enthusiasm and believed that Profound's unique approach would deter companies from developing similar in-house solutions, thereby establishing a competitive advantage. However, the market is likely to witness the entry of other firms and startups aiming to address this emerging AI search landscape. Cadwallader envisions Profound as the go-to solution for businesses across industries, as every company would want to comprehend their AI-generated presence. By providing insights into how AI systems discuss brands, Cadwallader believes Profound will become an indispensable tool for companies worldwide.