Agencies are racing to offer zero-click analysis tools, but monetizing them isn’t easy

Digitas is the latest agency to launch a zero-click search analysis tool. Last week, the Publicis Groupe business’s U.K. arm shipped Model Sight, software that can evaluate how LLM-powered search is representing a client’s brand back to web users.

“[Clients] need to be able to understand how they’re being perceived by large language models. Is it positive? Is it negative? Are they even being mentioned?” said Leila Seith Hassan, chief data officer Digitas U.K. “It gives brands the capacity to understand, evaluate and make change if it’s not where they need it to be.”

Software tools and solutions purporting to solve CMOs’ zero-click concerns have proliferated in the last 12 months, from Jellyfish’s Share of Model platform to SEO firms Ahrefs and Semrush, or AI startups like Profound to WPP’s Generative UI venture, built via a partnership with Google. While some businesses have incorporated them into their existing service packages, others have hung considerable price tags on the side; Jellyfish’s Share of Model tool had an annual floor price of $72,000 when it launched last year.

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