• Swindon & Wiltshire Tech
• Tuesday September 15 2026

Wiltshire-built tool shows businesses how AI sees them

A Salisbury-based technology firm has expanded a tool designed to show businesses how they are being portrayed by artificial intelligence platforms, as AI-generated search becomes an increasingly important route to customer decisions.

Blue Frontier has launched the next phase of Ampullai, its business intelligence platform, enabling companies to monitor brand perception across ChatGPT, Google Gemini, Perplexity and Claude.

The update moves Ampullai beyond a one-off diagnostic report towards an ongoing measurement service. Businesses can now compare their performance with five selected competitors, track changes in how AI systems describe them and monitor results over a 12-month period.

That means companies can identify emerging trends, measure whether changes are improving their visibility and see when rivals are gaining ground.

AI brand perception refers to the way artificial intelligence systems understand and describe a company, its products or its services. Those responses are influenced by information available online, including customer reviews, media coverage and business directories.

As more consumers use AI tools to research products and services, the way a company is represented in generated answers and recommendations could affect whether it makes a shortlist or wins new business.

Ampullai was first launched in July and already included Brand, Competitor and Consumer Sentiment reports. The latest update brings those reports together with expanded competitor monitoring and a breakdown of the sources influencing AI’s view of a business.

The platform’s sentiment analysis examines whether online coverage and feedback are broadly positive, negative or neutral. Its insights feature is designed to help companies understand what is driving that view and decide where action may be needed before perceptions become difficult to change.

James Fry, managing director of Blue Frontier, said businesses were beginning to recognise that AI perception “is not static”.

“A single report can highlight where a brand stands today, but ongoing measurement is what reveals whether that position is improving, where competitors are gaining ground, and which actions are genuinely making a difference,” he said.

“Ampullai gives teams a clearer way to track changes over time and to confidently shape positive AI responses.”

The tool is free to use, with additional paid functionality aimed at businesses seeking longer-term strategic monitoring.

Delegates attending Digital Transformation Expo London will be able to see an in-person demonstration and receive recommendations from the Blue Frontier team.