Polish firm IMM launches IMMgeo, a tool for tracking brands in AI responses

The Institute of Media Monitoring (Instytut Monitorowania Mediów, IMM), previously known for classic media monitoring, launched IMMgeo on July 29, 2026 - an application designed to continuously check whether and how brands appear in the responses of popular AI chatbots. It's the first tool of its kind from a Polish media-monitoring company, part of a fast-growing global segment of services known as GEO, or generative engine optimization, meaning optimization of visibility in generative answer engines.

What IMMgeo Tracks

The application lets users define a project with a list of queries that people might ask chatbots about a given brand or industry, then checks daily whether and how that brand appears in the responses. The results show the frequency of mentions, the brand's average and median position in the response, and an overall score that changes over time, broken down by individual model.

The second pillar is source analysis. IMMgeo identifies which websites and domains the language models cite when building a picture of a given brand, which is meant to help PR and SEO teams determine which publications and content actually influence what AI "knows" about a company. The tool also calculates a brand's share of mentions relative to competitors, known as share of voice.

A Growing Market for AI Visibility

IMM cites a Gartner analysis according to which traffic from traditional search engines could shrink by as much as a quarter by the end of 2026, as users move their questions from the search bar to the chat window. The company also cites a study by On Board Think Kong and SW Research, which found that 61 percent of Poles ask chatbots for an opinion before buying something.

An analysis by MuckRack cited by IMM shows that 82 percent of the links cited by AI models come from editorial content, blogs, encyclopedias, academic publications, and social media, while only 25 percent come from purely journalistic material. According to the company, the number of press-release citations in AI responses has increased fivefold recently, which IMM points to as evidence of the growing importance of e-PR.

Visibility in AI responses is becoming a new arena of competition for customer attention and decisions - Paweł Sanowski, CEO of IMM

Poland's AI Marketing Scene

IMMgeo enters a market where a growing number of companies, SEO agencies, and analytics tools, some of them foreign, are starting to compete for visibility in language model responses. The Polish product stands out for its price, described by IMM as the lowest on the domestic market, and for the backing of a company that has worked for years in traditional and online media monitoring.

IMMgeo's target audience is marketing specialists, PR professionals, and people handling SEO and GEO at companies who want to know whether their brand appears at all among the solutions recommended by chatbots in a given category, and if so, in what context and against which competitors.

The Easy subscription plan at 399 PLN per month includes 35 queries and about 5,250 responses per month, the Popular plan at 999 PLN covers 105 queries and 15,750 responses, and the most expensive tier, Pro, costs 2,499 PLN per month for 320 queries and 57,600 responses. For companies with greater needs, individual pricing with no query limit is available.

What This Means for Businesses

For Polish marketing and PR departments, tools like IMMgeo represent a new category of metrics to report alongside classic media monitoring or Google rankings. Instead of asking only about the number of press mentions or search result rankings, companies will be able to check whether and how they are described in response to a specific question asked of ChatGPT or Perplexity.

It's also a sign that the AI-visibility monitoring segment, previously dominated by foreign startups and global agencies, is starting to gain local players priced and tailored to the Polish market. For smaller companies and local brands, this could mean cheaper access to data that previously required more expensive foreign tools.