Digital experience platform provider Contentful has announced the general availability of Palmata, a new software solution designed to help organizations understand, measure, and improve how AI answer engines represent their brand. Moving beyond basic Answer Engine Optimization tracking tools that only report visibility, Palmata actively analyzes the underlying factors shaping AI-generated answers and provides prioritized, actionable content decisions. Operating independently from Contentful’s core platform, this infrastructure addresses an ongoing shift in consumer behavior where platforms like ChatGPT, Gemini, and Claude form definitive impressions of companies before a buyer ever clicks through to a corporate website. Using the proprietary Sounder Discovery Agent, this platform will automatically track the publicly available data related to a company, its competitors, and the whole category of the company in the digital ecosystem.
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It brings different specialized tools to the teams, for instance: Steering Control, Adaptive Deep Research, Recommended Actions, and Simulated Impact, to model how particular content changes will affect the AI-generated answers in the future. The first users of the software are Box Docusign The Atlantic Dataiku Marketbridge, and Telus Digital. Highlighting the critical importance of content architecture in the age of generative discovery, 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.”