OSCAR 101: Everything you need to know about Proactive PR’s AI visibility engine

As AI platforms increasingly shape how organisations are discovered, compared and understood, Proactive International PR has re-launched OSCAR at this year’s Connected Britain.

To introduce you to our new AI‑powered visibility and optimisation tool designed to help brands take control of how they appear inside leading Large Language Models (LLMs), we’ve asked Head of AI Simon Shortland to break down what OSCAR is, why it matters, and how organisations can use it to strengthen their AI presence:

What is OSCAR?

OSCAR stands for the Optimisation Strategy for Citations and AI Relevance, and it is a monitoring and optimisation service that tracks how organisations appear inside major LLMs such as ChatGPT, Gemini and Google’s AI Overviews.

With AI platforms now acting as discovery engines, if a company isn’t visible – or is inaccurately represented by a platform – it risks losing relevance and business in an AI‑led search environment. AI visibility not only matters, but must now be treated as a baseline requirement for any organisation that wants to remain competitive. OSCAR provides this oversight.

How does OSCAR help organisations improve their AI visibility?

OSCAR has been designed to track and enhance AI visibility through:

Ø  Discoverability tracking: showing how often and how accurately an organisation appears inside LLMs, enabling teams to measure progress and adjust strategy quickly. Proactive PR refreshes prompt research every 24 hours.

Ø  Gap and opportunity analysis: monthly auditing to identify citation gaps, competitor positioning and opportunities to improve how AI engines describe a brand.

How does OSCAR support long‑term brand discoverability?

OSCAR ensures organisations remain visible as conversational AI becomes the default way audiences find information. The tracking and analysis carried out by the Proactive PR team in its OSCAR reporting will result in recommendations that helps businesses to strengthen their presence in LLMs and improve the accuracy of AI-generated descriptions of their company.

Additionally, the same businesses also get the tools to benchmark their visibility against competitors, and build sustained discoverability through earned media and strategic content beyond the initial report we provide.

What’s new in OSCAR’s latest update?

The major update to OSCAR is the addition of media mapping, to help our clients with their content placements.

Media mapping reveals which journalists and outlets LLMs rely on when generating descriptions of a brand. This allows organisations to target the publications that most influence their AI visibility.

Who leads OSCAR within Proactive International PR?

I (Simon Shortland) have been appointed Head of AI, overseeing OSCAR’s development and ensuring AI visibility becomes standard practice across the agency.

However, I will be supported by the wider Proactive PR team, who will lead the ongoing research, analysis and monitoring that underpin OSCAR’s continuous visibility insights.

Where can organisations learn more or access OSCAR?

Proactive PR has launched a dedicated OSCAR website. Details on the service – including its capabilities and pricing – can be found here: OSCAR

8. Which AI platforms does OSCAR monitor?

OSCAR monitors how organisations appear inside major Large Language Models, including ChatGPT, Gemini and Google’s AI Overviews. These platforms increasingly act as discovery engines, shaping how audiences find and understand organisations.

For organisations with specific needs, OSCAR’s monitoring can be tailored to include additional LLMs or focus on particular engines, with bespoke packages available on request.

9. How often is OSCAR updated?

Proactive PR will be able to track visibility in prompts every 24 hours, ensuring organisations can monitor changes in visibility and respond quickly to shifts in how LLMs describe their brand. Once analysed, this information will be presented back to the client in monthly reports.

10. Is OSCAR suitable for all industries?

Yes. While Proactive PR is a specialist B2B technology agency, our OSCAR services can be used by companies from any sector or industry.

11. Is OSCAR available globally?

Yes. OSCAR can be deployed internationally, as its prompt tracking can be tailored by country to reflect how different markets interact with AI platforms. This means organisations can monitor their visibility in specific regions or across multiple territories.

Because wider geographic coverage requires additional research and monitoring, multi‑country packages are priced accordingly, but we offer flexible configurations to match the scale and needs of each organisation.

12. How does OSCAR integrate with existing PR or content strategies?

OSCAR complements existing PR and content programmes by showing which journalists, outlets and content types most influence AI visibility. This helps organisations prioritise placements and messaging that directly improve how LLMs describe their brand.

The service integrates seamlessly into our retained PR programmes, where we see AI visibility tracking becoming a standard component of ongoing communications activity. However, the service can also be deployed independently, giving non‑retainer clients full access to OSCAR’s monitoring and insights as a standalone package. To find out more information about the service, please visit: https://oscar.proactivepr.com/