New tracking tool turns media coverage into AI-powered visibility
Organisations can now track their AI visibility daily with a new discoverability monitoring tool launched today by Proactive International PR.
The Optimisation Strategy for Citations and AI Relevance (OSCAR) is already helping organisations to understand and influence how their brand appears across leading Large Language Models (LLMs). Now it can also benchmark, improve and demonstrate progress, as it tracks the performance of discoverability enhancing activities in almost real time.
“AI visibility must now be treated as a baseline requirement for any organisation that wants to remain competitive,” said Proactive PR CEO, James Page. “With LLMs increasingly shaping how organisations are found, compared and understood, the ability to influence that visibility becomes fundamental. Our services are a timely offering and will only grow in importance.”
Earned media currently drives 84% of AI citations, meaning the coverage a business secures in trusted outlets directly shapes how platforms like ChatGPT, Gemini and Google’s AI Overviews describe them. Through OSCAR’s new capabilities, users are now empowered to identify the specific journalists and outlets these AI platforms actually site and enhance their AI visibility through placed content.
The media mapping capabilities are built on top of the existing OSCAR Generative Engine Optimisation (GEO) service launched by Proactive International PR in January 2026. The monthly reporting service performs comprehensive AI visibility audits to assess how a brand and its competitors are perceived by AI engines, identifies citation gaps, and delivers a strategic roadmap to optimise content for AI-driven search results. As a result, OSCAR ensures that companies remain discoverable as conversational AI platforms reshape how audiences find information online.
Driving these efforts will be Board Member Simon Shortland, who has been appointed as the agency’s Head of AI. In his new role, Shortland will oversee the development and delivery of the enhanced OSCAR service, ensuring its capabilities become fully embedded as a standard practice across the agency.
“It's crucial our clients know exactly how they appear within AI models, and our new division delivers exactly that,” said newly appointed Proactive International Head of AI Services Simon Shortland. “OSCAR gave them that visibility, and now we’ve improved the service to give them the ability to shape it, helping companies take control of how they’re discovered in an AI-led world.”
Proactive PR has launched a new website that focuses on its OSCAR offering. To find out more information about the service, please visit: https://oscar.proactivepr.com