DISQO launched AI Search Lift on June 17, billing it as the first product designed to measure whether advertising actually drives incremental brand interactions inside AI-powered environments. The company uses a panel-based, exposed-versus-control methodology to connect verified ad exposure with what consumers do inside LLMs afterward. For anyone tracking where GEO and AEO measurement has stalled, this is the gap the industry has been circling for two years.
AI Search Lift measures whether advertising drives incremental brand interactions inside LLMs — meaning: do people who saw an ad engage with a brand inside AI environments more than comparable people who did not?
What AI Search Lift Actually Measures
The method is straightforward in concept, harder in execution. DISQO recruits a consented panel, tracks verified ad exposure for individual participants, then observes their behavior inside LLM and AI-powered search environments. The exposed group is compared against a matched control group that did not see the ad. The difference is the incrementality signal.
That approach matters because everything else in the GEO/AEO space right now is correlational at best. Brands optimize their content for AI retrieval, watch branded mention trackers inch up or down, and draw conclusions. None of that tells a marketer whether the advertising budget moved the needle. DISQO says AI Search Lift does.
The company released an early beta in Q4 2025. Across the first two quarters of measurement, campaigns ran across five categories: automotive, insurance, beauty and personal care, CPG, and travel.
Which Categories Showed the Most LLM Activity
The headline finding from those two quarters: higher-consideration categories drove more brand-related activity inside LLMs. Automotive, insurance, and travel showed both higher volumes and deeper engagement than the lower-consideration verticals tested.
That result is practically useful, even before any single brand’s lift figure is disclosed. If you manage an auto or insurance budget and you have been skeptical about allocating measurement spend to AI-search attribution, this is the data point that should move the conversation. The logic holds: consumers researching a car purchase or comparing insurance plans are more likely to turn to an LLM for synthesis. Advertising that reaches them during that research window has somewhere to land.
CPG and beauty did not show that elevated activity. That is not surprising given lower purchase stakes. But it does set a priority order for where to point AI-search measurement first, and for most performance teams that ordering will save time.
AEO Is Graduating from Faith to Attribution
The broader context here is that AI search behavior has become measurable territory only recently, and the trust picture is still shifting. As trust in AI answers wobbles, understanding how advertising interacts with LLM brand perception becomes more urgent, not less. A drop in general trust does not eliminate AI search as a channel. It means the brand signal inside those environments matters more, and that measuring it precisely is worth the effort.
For measurement practitioners specifically, this is a familiar pattern. GA4’s cross-channel attribution model expanded what could be observed across the consumer journey. Incrementality testing in paid media has been standard for several years. AI Search Lift is applying that same experimental logic to a channel that, until now, operated outside the attribution stack. GA4 has begun surfacing AI assistant acquisition data, but that shows volume, not causality. Incrementality testing is the next step.
The Vendor Claim to Watch
DISQO says AI Search Lift is the first product to measure the incremental effect of advertising on LLMs and AI discovery. MarTechSeries and Adweek both carried that framing in their coverage. “First” in measurement is a claim worth holding lightly. The methodology described, panel-based incrementality applied to AI environments, is not conceptually new. What DISQO appears to have done is operationalize it at scale across a consented panel, which is the harder part.
Armen Adjemian, CEO and Co-Founder of DISQO, framed the product’s purpose precisely: “AI Search Lift brings incrementality measurement to this new part of the consumer journey.” Vidisha Narula, SVP and Head of Analytics at Canvas Worldwide, pointed to the practical need: “marketers need new ways to measure influence beyond traditional digital signals.”
AI Search Lift is available now to DISQO customers. The company’s primary announcement ran via GlobeNewswire, with secondary coverage in MarTechSeries and Adweek. Whether a competitor surfaces a similar product in the next quarter is an open question. The more meaningful question for measurement teams is whether the exposed-versus-control signal holds across more categories and longer campaign windows. That data will come from production use, not from a press release.