Credit: Are Media
Are Media has launched Are Visible, an AI visibility and content intelligence tool designed to help brands understand and influence how they appear in AI-generated answers.
Developed in partnership with Peec AI, The tool delivers AI visibility audits across platforms, competitive visibility benchmarking, topical authority content creation and AI-optimised content designed for discovery.
While many Australian publishers have moved to license their content to AI platforms, Are Media is betting on a different model, building tools that help brands compete for AI visibility rather than negotiating access to their archives.
The launch follows Are Media research finding that 55% of Australian women expect to combine AI with trusted publishers when planning Christmas, while 78% said trusted publishers remain their preferred source of festive inspiration.
“This is probably one of the most exciting things we're doing as a business this year,” said Danny Steele head of strategy at Are Media.
“Investing into simple products that really help brands have a higher chance of surfacing in those AI platforms.”
"We know that it surfaces trusted content, we know that publisher content comes up incredibly high in the platforms, we know that first-person narratives are favoured by the platform, so when you have content integrated into branded editorial, you're also far more likely to show up in those AI answers as well.”
Anna Quinn, sales director at Are Media, said the product built on the trust Are Media had earned with Australian audiences over decades.
"Our audiences don't just consume our content. They act on it. They cook our recipes, buy our recommendations, visit the destinations we feature and bring our ideas into their everyday lives. That's a level of trust that's incredibly powerful," she said.
"Are Visible is an extension of that trust. It helps brands create the kind of authoritative content that earns recommendations not just from people, but increasingly from AI."
Are Visible sits within Are Media's broader Christmas commercial platform, which spans six integrated platforms across The Australian Women's Weekly, Better Homes & Gardens and Home Beautiful across the 90-day festive season.
Jocelin Abbey, director of content and consumer growth at Are Media, said trust remained the most valuable currency for both consumers and brands.
"Australians are looking for a return on emotion as much as a return on spend. They're seeking ideas they can trust, recommendations they can act on and inspiration that genuinely makes life easier," Abbey said.
"AI is changing how people discover ideas, but it isn't replacing the validation of trusted sources.
“If anything, it's making trusted brands like The Weekly and Better Homes and Gardens more valuable because we're helping consumers cut through the noise with recommendations they have confidence in."
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