Australian media intelligence platform Medianet launched Medianet Labs today, giving communications professionals early access to new artificial intelligence tools at no additional cost. The initiative allows PR teams to track how large language models represent their brands, addressing a blind spot in traditional media monitoring.
Tracking brand perception in AI models
The launch follows a Medianet study called Opening the Black Box, which examined how brands appear in large language models like ChatGPT and Google AI Overviews. Researchers found these models actively influence brand perception by relying heavily on owned media rather than earned coverage. The models also surface years-old issues with the same weight as recent news, operating outside the reach of standard media monitoring tools.
Available tools and future development
Three tools are available immediately. LLM Monitoring tracks how brands appear across major language models. PR Optimiser evaluates press releases against factors that drive media pickup and highlights areas for improvement before distribution. Medianet Arcade offers interactive games for communications teams.
"The communication industry is moving fast right now. AI tools are multiplying, LLMs are changing how audiences find information, and the pressure to keep up while still doing the day job is real," said Amrita Sidhu, managing director of Medianet.
Medianet is also developing a media database chatbot and Hansard Monitoring to track parliamentary transcripts. Teams evaluating these new capabilities can explore broader resources for AI for PR & Communications to see how the industry is adapting.
Client feedback drives the roadmap
Medianet designed the Labs as a two-way conversation. Client feedback will directly influence development priorities and determine which features move into the core platform. This approach allows the company to test new concepts with its existing user base before committing to full releases.
Why this matters for PR and communications professionals
Large language models are becoming primary research tools, but they do not operate like traditional search engines or media databases. If your brand's owned content is not optimized for these models, you risk losing visibility to competitors or outdated information. Tracking LLM outputs is now a necessary addition to standard media monitoring.
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