At North, we believe that the best ideas and stories don’t sit still. They move, connect, and travel.
That’s why our teams develop campaigns that inspire emotion and action, work that resonates with audiences across channels and regions. The context in which we do this work is always changing. At North, we know how to navigate shifting terrain and adjust accordingly, always guided by the compass that is our values.
This week, we’ve launched a new kind of shared compass. Together with our technology partner Moov AI, we introduced Digital Brand Influence, or DBI, a new tool for brands in the era of AI.
DBI reveals how brands show up in AI search
DBI was created in response to the need to understand how brands appear in AI search as generative AI becomes the primary source of information for many. It gives brands visibility into something they’ve never been able to see before – how AI is talking about them. If AI is influencing consumer understanding, brands need the ability to ensure what it says is accurate, credible and telling the right story.
DBI measures frequency, accuracy and sentiment wherever the brand is cited and characterized across various AI systems. It audits, analyzes, and solves the brand influence dilemma in three ways:
- Visibility and perception. How is the brand showing up? How is it described? Which sources shape these responses?
- Competitive analysis. Where is the brand absent? How is it misrepresented? Is it outperformed?
DBI lets brand own the narrative
Earlier, I called DBI a new kind of shared compass, because together with brands, our agency teams can use the technology to point us in the right direction. Earned media and carefully crafted owned channels are as vital as ever, because we know that LLMs trust these sources the most, basing AI search results off the messaging found in those spaces. With DBI, we can chart a course together for increased influence.
PR professionals have always kept up with innovations to meet audiences where they are. That same instinct has inspired us to tap into AI tools and partnerships shaping the next wave of storytelling. For brands, the ability to understand how you show up has become a key part of building trust, engaging audiences, and owning your narrative.
DBI FAQ: What you should know
What is DBI?
DBI (Digital Brand Influence) is a proprietary service from North Strategic in partnership with Moov AI. It analyzes how a brand is cited and characterized across AI systems, providing a holistic view of a brand’s digital footprint and the knowledge to shape perceptions, and strengthen accuracy and reliability across AI-driven discovery.
Why do brands need DBI?
DBI (Digital Brand Influence) is a proprietary service from North Strategic in partnership with Moov AI. It analyzes how a brand is cited and characterized across AI systems, providing a holistic view of a brand’s digital footprint and the knowledge to shape perceptions, and strengthen accuracy and reliability across AI-driven discovery.
How does DBI work?
DBI (Digital Brand Influence) is a proprietary service from North Strategic in partnership with Moov AI. It analyzes how a brand is cited and characterized across AI systems, providing a holistic view of a brand’s digital footprint and the knowledge to shape perceptions, and strengthen accuracy and reliability across AI-driven discovery.
What problems does DBI solve for brands?
DBI (Digital Brand Influence) is a proprietary service from North Strategic in partnership with Moov AI. It analyzes how a brand is cited and characterized across AI systems, providing a holistic view of a brand’s digital footprint and the knowledge to shape perceptions, and strengthen accuracy and reliability across AI-driven discovery.
What is Moov AI?
DBI (Digital Brand Influence) is a proprietary service from North Strategic in partnership with Moov AI. It analyzes how a brand is cited and characterized across AI systems, providing a holistic view of a brand’s digital footprint and the knowledge to shape perceptions, and strengthen accuracy and reliability across AI-driven discovery.
