Hoffman Agency Korea, the South Korean unit of global communications company Hoffman Agency, said on the 12th it will introduce GEDI (Generative Engine Discovery Insights) in South Korea. It said the tool automatically cross-analyzes brand visibility and awareness in generative AI and supports the development of generative engine optimisation (GEO) strategies.

The company said GEDI automatically tests the same question across 12 major generative AI engines, including ChatGPT, Gemini, Claude, Perplexity, Grok and DeepSeek, and cross-analyzes the results. It analyzes brand exposure frequency and context, the extent to which key messages are reflected, and positioning versus competitors across different AI environments. It generates core prompts, called Anchor Prompts, that reflect users' information-seeking intent and creates market-specific variations to diagnose how a brand is discovered across different questioning scenarios.

It analyzes five areas: brand presence and authority, message pull-through, source authority for AI citations, accuracy and potential risk, and competitive context.

GEDI analyzes not only the sources cited in AI answers but also specific sentences and paragraphs. It compares the timeliness, relevance and authority of cited sources such as media reports, corporate websites, reviews and communities to identify how a brand is described through information and content and to derive opportunities for improvement.

The company said businesses can use this to check which content on their own channels, such as their newsroom and website, is reflected in AI answers and whether key messages and differentiating factors are sufficiently conveyed.

Based on the analysis results, Hoffman Agency Korea proposes specific communication improvement strategies, including optimisation of corporate newsroom and website content, brand storytelling, media relations and thought leadership.

Kwon Ki-jung (권기정), CEO of Hoffman Agency Korea, said, "Understanding the gap between the message a company wants to convey and what generative AI actually describes is a new starting point for brand communication in the AI era." He said, "GEO is not simply about expanding AI exposure, but a strategic communication activity that analyzes what information and sources a brand is explained through and strengthens a company's trust and competitiveness."