Contentful, a leading digital experience platform trusted by over 4,800 customers, has announced the general availability of Palmata, a new offering designed to help organizations understand, measure, and improve how AI answer engines represent their company. As consumers increasingly turn to AI systems like chatbots and answer engines to research products, compare brands, and make purchase decisions, marketing leaders face a new challenge: AI systems are forming impressions of companies before customers ever visit their websites. Palmata enables teams to move beyond traditional Answer Engine Optimization (AEO) tools and take actionable steps to control their brand's reputation in the age of AI discovery. Launch partners including The Atlantic, Box, Dataiku, Docusign, Marketbridge, and Telus Digital are already using Palmata to turn AI discovery risk into a credible growth plan.
Palmata helps brands understand, measure, and improve how AI answer engines represent their company.
Unlike traditional AEO tools, Palmata provides prioritized, actionable guidance on content changes to influence AI-generated answers.
Powered by the Sounder Discovery Agent™, it continuously analyzes public data to uncover factors shaping AI discovery and reputation.
Key capabilities include Steering Control, Adaptive Deep Research, Recommended Actions, and Simulated Impact.
Launch partners include The Atlantic, Box, Dataiku, Docusign, Marketbridge, and Telus Digital.
Palmata is generally available today in select markets, with a free initial report available at palmata.ai.
For years, brands have optimized their content for traditional search engines to drive traffic and conversions. However, the rise of AI answer engines has fundamentally changed the discovery landscape. Consumers now rely on AI systems to research products, compare brands, and make purchase decisions before ever visiting a company's website. This shift means that AI systems are forming impressions and representing brands based on publicly available data, often without direct customer engagement. Palmata addresses this new reality by helping organizations understand how they are being represented in AI-generated answers and providing clear guidance on how to improve those representations.
While traditional AEO tools primarily track visibility, rankings, and mentions, Palmata takes a more comprehensive approach. The platform helps organizations understand the factors influencing AI-generated answers and provides prioritized guidance on how to improve them. According to Jason McGhee, Palmata Head of Product at Contentful, "Most AI visibility tools tell you whether you appear in an answer, but they don't tell you what to do next. We built Palmata to help marketers understand how AI systems perceive their business, why those perceptions exist, and which actions are most likely to improve outcomes. Instead of creating more anxiety, Palmata creates clarity."
Palmata is powered by the proprietary Sounder Discovery Agent™, which continuously observes, learns, and synthesizes the signals that influence AI-generated answers through ongoing analysis of publicly available data. The agent develops a deep understanding of the factors shaping AI discovery and reputation by researching a company's market, competitors, audiences, content footprint, and digital ecosystem. This continuous research enables Palmata to provide up-to-date insights and recommendations that evolve with changing market conditions and AI algorithms.
One of Palmata's key capabilities is Steering Control, which allows teams to focus research toward specific brands, products, competitors, audiences, segments, regions, and strategic priorities that matter most to their business. Harry McIntosh, VP of Engineering at Telus Digital, explained, "In AI search, the question that matters is whether AI describes you accurately, because the model answers with total confidence whether it's right or wrong. Palmata's Steering Control lets us point it at the specific products, audiences and competitors we care about, so we can see exactly what AI says we do and where it learned it. That's a much clearer path from insight to action."
Palmata's Adaptive Deep Research capability continuously develops context around a business's competitors, category, audiences, and digital landscape. This approach uncovers the factors that shape AI discovery and influence how a brand appears in AI-generated answers. Jamie Bothwell, VP Marketing at Docusign, noted, "Palmata's Adaptive Deep Research goes beyond broad monitoring of AI answers and adapts to the complexity of our business. Rather than treating our company as a single brand, Palmata develops context around our category, audiences, and competitors that helps us understand how AI systems are representing each part of our portfolio and where we have the greatest opportunities to improve."
Palmata's Sounder Discovery Agent translates research into prioritized actions, identifying the quick wins and strategic opportunities most likely to improve how brands are represented in AI-generated answers. The platform also provides Simulated Impact capabilities that model how recommended actions may influence AI reputation, helping teams compare opportunities, understand tradeoffs, and prioritize investments with greater confidence. Alice McKown, Publisher and Chief Revenue Officer at The Atlantic, commented, "Everyone is talking about visibility in AI search, but visibility alone doesn't tell you what to do next. What differentiates Palmata is its ability to show us how AI systems are actually perceiving our business, how we can optimize, and a clear set of actions backed by research and simulation."
While Palmata operates independently from the Contentful platform, its launch reflects Contentful's broader vision for the future of digital experiences. Organizations must now optimize content not just for websites and search engines, but for AI systems that increasingly mediate how information is discovered and consumed. Karthik Rau, CEO of Contentful, stated, "Contentful was built on the belief that content is the foundation of every digital experience. 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. It gives teams the clarity and intelligence they need to understand their AI reputation and improve it over time."
About Palmata
Palmata gives organizations the power to understand, measure, and improve how AI answer engines represent their company, so teams can confidently control their brand's reputation. Through Adaptive Deep Research, powered by Palmata's Sounder Discovery Agent, Recommended Actions and Simulated Impact, Palmata helps teams identify what content to change, why it matters, and how those changes may influence AI-generated answers, turning AI discovery risk into a credible plan for growth.
About Contentful
Contentful is a leading digital experience platform that helps modern businesses meet the growing demand for engaging, personalized content at scale. By blending composability with native AI capabilities, Contentful enables dynamic personalization, automated content delivery, and real-time experimentation, powering next-generation digital experiences across brands, regions, and channels for more than 4,800 organizations worldwide.
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