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Pokpok analyses every brand through two lenses — Human Perception (HI) and AI Perception — because the gap between how humans and AI see your brand is where revenue bleeds. A page that converts human visitors can still be invisible to the generative engines now answering your customers’ questions. Understanding both scores, and the distance between them, is the starting point for any brand perception strategy.

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Human Perception (HI)

Human Perception measures how an impatient, sceptical human shopper experiences your brand page in the first few seconds. The evaluator isn’t a patient reader — it’s someone who’s already seen dozens of competitors, is scanning rather than reading, and will leave the moment something feels vague, untrustworthy, or generic. Pokpok’s HI score is built from three X-RAY metrics:

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AI Perception

AI Perception measures how generative search engines — ChatGPT, Perplexity, Gemini, and Google AI Overviews — find, interpret, and represent your brand when users ask category questions. The evaluator here isn’t a person at all. It’s a large language model deciding whether your brand deserves to appear in a generated answer. Pokpok’s AI score is built from three X-RAY metrics:

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The Gap

The ~30-point delta between your HI score and your AI score is the strategic insight Pokpok is built to surface. Human perception scores average around 70. AI perception scores average around 40. That gap isn’t a coincidence — it reflects a structural shift in how discovery works. Customers are no longer only using search engines to find brands. They’re asking ChatGPT what moisturiser to buy. They’re asking Perplexity which project management tool is best for small teams. They’re reading AI-generated summaries instead of clicking through to your website. In that world, a brand that was built for humans — clear, emotive, persuasion-led — is often structurally invisible to the models generating those answers. What the gap means in practice:
  • A large gap (HI high, AI low) means your page works on people but fails to get picked up by AI engines. You’re winning the conversion battle while losing the discovery war.
  • A small gap means your page has the structured, factual signals AI needs — but check that you haven’t stripped out the human persuasion that drives conversion.
  • An AI score higher than HI is rare and usually signals your page is dense with facts but lacks the clarity and warmth that converts human visitors.
Brands that were not built for the AI era get omitted from generated answers, or worse — misrepresented. Pokpok shows you exactly where that’s happening before it costs you customers.

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LED Score Thresholds

Every X-RAY metric is displayed as an LED indicator. The colour tells you at a glance how that dimension is performing.
X-RAY scores are calibrated against real-world benchmarks. HI averages around 70 and AI averages around 40 across the brands Pokpok has analysed. The 30-point gap you see in your own report is not a flaw in the scoring — it reflects the genuine structural difference between what human-optimised copy achieves versus what AI engines reward.
A low AI score almost never means your copy is bad. It usually means your page lacks the structured, factual signals — clear category statements, specific claims, named use cases — that AI engines need to confidently categorise and recommend you. The fix is additive, not a rewrite.