When Optro rebranded from AuditBoard, the AI-powered governance, risk, and compliance platform faced an unprecedented challenge: tracking how its brand transformation was playing out across AI engines like ChatGPT and Google's AI overviews.
With no benchmark for measuring rebrand success in AI Search, Ron Samson, Sr. Growth Marketing Manager, needed both strategic visibility and the ability to act on new insights. Using Profound's Answer Engine Insights and Agents, Optro achieved a leading citation share while streamlining content optimization from months to days.
The rebrand challenge in AI Search
Optro is the leading AI-powered GRC intelligence platform empowering enterprises to transform risk into opportunity, serving more than 50% of the Fortune 500 and 7 of the Fortune 10. This new identity reflects the value Optro provides to teams: a single, coherent view across audit, risk, infosec, and compliance, while staying true to the company's foundational vision of providing innovative solutions built by practitioners, for practitioners.
The rebrand created an urgent need for AI engine monitoring that existing tools couldn't address. Leadership was asking performance questions that couldn't be answered with traditional analytics.
“We were getting a lot of questions around how we were performing in ChatGPT or Google AI overviews. Previously, before Profound, we could only search it manually ourselves. But every time you search, you get different responses because answers are generated differently each time. We couldn’t trust that method,” explains Ron.
The team had no way to benchmark their old brand performance or track how the new brand was gaining recognition across AI engines.
Measuring brand progress with Answer Engine Insights
Optro started using Profound’s Answer Engine Insights to create the missing benchmark for tracking brand transition across AI engines. Ron set up two monitoring entities: one maintaining consistent topics for historical comparison between AuditBoard and Optro, and another testing broader opportunities with persona-specific and industry-specific prompts.
With this capability, Ron was now able to see the opportunities clearly. “Looking at our citations, I have control over what’s being pulled into AI answers. I can optimize for the type of content that’s being pulled in, and the insight into where we are strong or not,” he says.
The data revealed how brand transitions happen in AI search. The old brand maintained strong performance while the new brand gradually gained recognition.
"Our new name is catching up and doing really well within citations," Ron notes. Optro saw a 70% increase in citation share for GRC-related prompts. This reflected how significantly and quickly the new Optro identity gained recognition in AI search.
Operationalizing optimization with Profound Agents
Visibility was only one part of the equation. Ron needed to act on the insights efficiently and make up ground quickly. And traffic alone wasn't enough: pages that earned citations still needed to convert. Profound Agents automated workflows across the full funnel, from optimizing paid search landing pages for conversion to research-based article creation and page optimization at scale. The agent builder eliminated hours of manual prompt engineering.
The breakthrough came with running optimization Agents across multiple articles simultaneously using Profound Sheets. "Last week, for example, I was able to update 31 articles in one week. I was only able to do this because Profound Sheets let me deploy an Agent across multiple pieces of content at once and then go publish them directly in our CMS,” he explains.
Before automation, content updates required extensive coordination across specialized writers. “Without Profound, updates like that would have taken months because we'd have to work across writers who are experts in different categories," he says.
Results from strategic monitoring and operational efficiency
Citation leadership achieved: A 70% increase in citation share in the GRC category, with the new brand gaining ground while the old brand maintained strong performance during transition.
10X acceleration in content production: What previously took months of writer coordination now completes in one week. Ron updated 31 articles in seven days, significantly faster than before.
Workflow creation efficiency doubled: The visual agent builder saves two hours per automation compared to manual prompt engineering, enabling faster iteration on optimization strategies.
What's next
Optro is implementing end-to-end automation from opportunity identification to content publication through a CMS integration.
The team is expanding its knowledge base with integrations and exploring industry-specific optimization opportunities. “We are able to learn continuously. For example, we published a set of articles around enterprise risk. They were cited within two days and started ranking really well. Whereas other ones we published, haven't been even a month later.” Optro is looking forward to continuing to test and learn with Profound.
