Equal AI Launches ChatGPT Shopping Tracker as AI Answers Reshape Brand Discovery

Equal AI, a New Delhi-based startup, has released a new feature called the ChatGPT Shopping Tracker, designed to show direct-to-consumer brands whether their products appear when ChatGPT recommends what to buy. The company operates a platform that tracks brand mentions, citation sources, sentiment, and share of voice across AI engines including ChatGPT, Perplexity, Gemini, Google AI Mode, and AI Overviews, with five additional engines available on enterprise plans.

The launch coincides with Equal AI's broader positioning around what it calls the shift from search to answers. The company argues that for comparison-heavy categories like CRM, project management, fintech, and edtech, AI answer engines have become the primary discovery layer. It cites data points including approximately 900 million weekly active users on ChatGPT and over 2 billion monthly users on Google AI Overviews.

Equal AI's product covers four areas: tracking and analytics, discovery and research, content intelligence, and platform integrations. It monitors prompts across engines, extracts mention rates and competitive context, and provides page-level recommendations such as adding FAQPage schema or earning placement on specific Reddit threads. A GEO testing feature measures whether content changes improve citation frequency.

The platform serves over 500 brands including Flipkart, Urban Company, Rentomojo, LambdaTest, and Super.money, spanning SaaS, D2C, fintech, edtech, healthcare, and dating verticals. The company also operates a partner program for agencies, offering white-label dashboards and client workspaces. Pricing and funding details were not disclosed.