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New AI discovery platform enables organizations to understand, measure, and influence how AI answer engines represent their brands.
Contentful, a leading digital experience platform trusted by more than 4,800 organizations, has announced the general availability of Palmata, a new AI discovery platform designed to help businesses understand, measure, and improve how AI answer engines represent their brands. Powered by the proprietary Sounder Discovery Agent, Palmata enables organizations to optimize their content strategies for the growing influence of AI-powered search and answer engines.
As consumers increasingly rely on AI tools to research products, compare companies, and make purchasing decisions, brands face a new challenge: AI systems are often shaping customer perceptions before users ever visit a company’s website. While traditional SEO focuses on search engine rankings, Palmata helps organizations understand how AI platforms interpret, compare, and recommend brands, providing actionable insights to improve AI-generated responses.
Unlike conventional Answer Engine Optimization (AEO) tools that primarily monitor visibility and mentions, Palmata identifies the factors influencing AI-generated answers and recommends prioritized actions to improve brand representation. The platform helps marketing teams move beyond measurement by offering clear guidance on content improvements that can strengthen AI-driven brand visibility over time.
“Understanding how AI systems represent your brand is only the first step,” said Tricia Gellman, Chief Marketing Officer at Box. “Today’s buyer journey increasingly begins with AI research before prospects engage directly with a company. Palmata helps marketers identify vulnerabilities, understand what actions improve AI reputation, and prioritize the opportunities that matter most.”
At the core of the platform is the Sounder Discovery Agent, which continuously analyzes publicly available information across a company’s market, competitors, audiences, content ecosystem, and digital presence. This ongoing research enables Palmata to identify the signals shaping AI-generated responses and deliver recommendations based on real-world data.
Palmata includes several key capabilities designed to help organizations improve AI discovery:
- Steering Control enables businesses to focus analysis on specific brands, products, competitors, audiences, regions, and strategic priorities.
- Adaptive Deep Research continuously builds contextual knowledge about markets, competitors, customer segments, and digital ecosystems to uncover the factors influencing AI-generated content.
- Recommended Actions transforms AI research into prioritized content improvements, highlighting both quick wins and long-term strategic opportunities.
- Simulated Impact models how recommended changes could affect AI-generated brand representation, helping teams prioritize investments with greater confidence.
Industry partners have already begun using the platform to support their AI content strategies. Harry McIntosh, Vice President of Engineering at Telus Digital, noted that Palmata provides a clearer understanding of how AI systems describe products and where those conclusions originate. Jamie Bothwell, Vice President of Marketing at Docusign, highlighted the platform’s ability to analyze complex product portfolios rather than treating an organization as a single brand.
Alice McKown, Publisher and Chief Revenue Officer at The Atlantic, emphasized that Palmata goes beyond monitoring visibility by explaining how AI systems perceive a business and providing research-backed recommendations for improvement.
The launch also reflects Contentful’s broader vision for the future of digital content management. While Palmata operates independently from the Contentful platform, it supports the company’s long-term strategy of helping enterprises optimize content not only for websites and search engines but also for AI systems that increasingly summarize, compare, recommend, and generate information across digital channels.
“Contentful was built on the belief that content is the foundation of every digital experience,” said Karthik Rau, CEO of Contentful. “Today, AI systems increasingly shape how businesses are discovered, understood, and evaluated before a customer ever visits a website. Palmata helps organizations navigate this shift by turning AI discovery risk into a credible plan for growth.”
Launch partners including The Atlantic, Box, Dataiku, Docusign, Marketbridge, and Telus Digital are already using Palmata to strengthen their AI visibility strategies, positioning the platform as a new solution for organizations adapting to the rapidly evolving landscape of AI-powered search and digital discovery.
