North launches DBI, a new AI compass tool for brands
North launches DBI, a new AI compass tool for brands http://130.211.120.75/wp-content/uploads/dbi-logo-north-strategic-1024x474.png 1024 474 Jonathan Forani http://0.gravatar.com/avatar/0224c5ae9357da0ca0dcbe96be87c430?s=96&d=mm&r=gBy Sarah Stewart-Browne, President
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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.
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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?
- Action playbook. DBI provides the ability to change those results with real data, not guesswork.
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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
Q: What is DBI?
A: 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.
Q: Why do brands need DBI?
A: As consumers increasingly rely on AI-generated answers instead of traditional search, brands need visibility into how they appear in the answers consumers trust. DBI gives them the intelligence to understand and influence those responses, by revealing how they appear in AI-generated answers, how they are described and identifying the sources that shape those responses.
Q: How does DBI work?
A: Powered by Moov AI, DBI is built to uncover and close the gap between how brands are seen and how they want to be seen, helping build influence within AI search. It does this by measuring frequency of mentions, accuracy of information, sentiment of descriptions while identifying the publishers, platforms and conversations influencing those outputs. It then delivers a clear roadmap to strengthen authority signals, correct misinformation and increase visibility across AI-driven discovery.
Q: What problems does DBI solve for brands?
A: DBI identifies when brands are absent, misrepresented, or outperformed in AI-generated content. It then provides actionable insights to correct misinformation, strengthen authority signals, and increase visibility—using data rather than guesswork. With DBI, we can help organizations understand why these distortions occur and give them the operational insights they need to strengthen accuracy and reliability across AI-driven discovery.
Q: What is Moov AI?
A: Moov AI is a Montreal-based company that designs, builds, and deploys applied AI and data solutions that drive real business outcomes. As part of the Publicis Groupe Canada family, Moov AI is a sister company to North Strategic.
Q:How much does this service cost?
A: DBI provides a custom service for each client, with varying pricing according to scope. Please contact sarah.stewartbrowne@northstrategic.com to discuss how we can help your brand strengthen accuracy and reliability across AI-driven discovery.
To learn more about DBI, contact us today.