About GapWatch
GapWatch is an AI visibility and brand intelligence company that measures what AI assistants tell people about a brand and which sources those answers are built from.
What GapWatch does
Measure what assistants say
GapWatch runs defined sets of real questions against ChatGPT, Claude, Gemini and Perplexity, and records what each one actually answers about a brand — whether it is named at all, how it is characterised, and which competitors appear alongside it.
Trace the sources behind the answer
Every answer is built from somewhere. GapWatch captures and categorises the sources each assistant cites, so a brand can see which domains are shaping its reputation in AI answers — and which of its own properties are absent from that set.
Report the gap between the two
The output is a dated baseline: what the assistants say, what they cite, and where the brand's own account of itself fails to reach either. That gap is the unit of work.
Who
Dr. Robert Mackalski
Co-founder
Associate Professor of Practice in Marketing at the Jeffrey S. Raikes School of Computer Science and Management, University of Nebraska–Lincoln.
Author of teaching cases published by Ivey Publishing and Harvard Business School, used at 250+ universities across 45+ countries.
Co-author of “Elevating Case Method Teaching in the Age of Artificial Intelligence”, Ivey Business Journal, May 2026.
2026 conference presentations:
- Academy of Management — professional development workshop, Philadelphia
- ATINER — Athens Institute for Education and Research, Athens
- Federation of Business Disciplines — paper, Dallas
How the work is done
Frozen, dated baselines
Every panel is captured on a date and frozen. Figures published to a client are a snapshot of a specific run, not a live readout that quietly changes underneath a document after it has been delivered.
Human review before any figure reaches a client
Automated capture produces the raw data; a person reviews it before it becomes a finding. Misclassifications, name collisions and false positives are caught at this stage — and when a published figure turns out to be wrong, the correction is recorded rather than quietly overwritten.
Reproducible by anyone
The questions, the providers and the dates are disclosed. Anyone can put the same questions to the same assistants and see how the answers compare. Results shift as models and their sources change, which is the point of dating them.
No ranking guarantees
GapWatch measures and reports. It does not promise placement in any assistant's answers, and no one can honestly sell that guarantee — the systems are not rank-ordered surfaces that accept payment for position.
Not to be confused with
GapWatch measures brand visibility in AI assistant answers. Not affiliated with Gap Inc., gapwatch.us, gapwatch.org, or the GAPWatch biosignal research platform.