Why your KI Score changes

Your KI Score can move even when nothing about your brand has changed. This article explains where these fluctuations come from, how KI Score smooths them out, and how to tell whether a change is really clear.

AI answers are not deterministic

AI systems don’t answer the same question the same way every time. The wording varies from one request to the next, and the web search results the answers rely on keep changing. A brand that is mentioned today may be missing tomorrow without anything having happened in the market.

To keep single days from carrying too much weight, a market measurement asks every question in the question set twice per AI provider, on two measurement days three days apart (Monday and Thursday). This dampens day-to-day effects but doesn’t eliminate them.

Your own monitoring prompts don’t change your KI Score. It is based solely on the market measurement, which uses the same question set for every brand in a market.

Averaging over three calendar weeks

For markets measured weekly, KI Score shows the average of the counted measurements from the current measurement week and the two before it. A single outlier therefore carries less weight. The flip side is that a real improvement also shows up in the displayed value only gradually.

KI Score does not replace a week that wasn’t counted with an older one. The window simply contains fewer measurements.

Note: Values that are already displayed can also shift after the fact. If a previously unknown brand is assigned later, KI Score recalculates the past weeks.

Monthly measurement on Essential

On the Essential plan, your market is measured once a month, in the first measurement week of the month. Smoothing then works in measurement cycles of one month: the value shown is the average of up to three monthly measurements. A new value appears only once a month, and a real change takes correspondingly longer to show up in the displayed value.

There is one exception: if another customer with weekly measurement uses the same market, that market is measured weekly. Weekly measurement is included in the Advanced, Premium, and Enterprise plans. For an overview of the plans, see the plans page.

Weeks that aren’t counted show as gaps

Not every measurement week feeds into your KI Score. KI Score doesn’t count a week if fewer than 80% of the planned answers came in or if the answers are too unevenly spread across the AI providers. This keeps an incomplete measurement from distorting your value.

In the KI-Score im Zeitverlauf (KI Score over time) chart, such a week appears as a gap. Above the cards on the KI Score page you’ll then see a notice such as “Eine Messwoche wurde nicht gewertet und erscheint deshalb als Lücke.” (One measurement week wasn’t counted and therefore appears as a gap.) In the chart tooltip, the affected week is marked “nicht gewertet” (not counted). Weeks without any measurement also break the line.

A new methodology series

KI Score only compares measurements taken under the same conditions. When one of these conditions changes, a new series begins:

• the market’s question set,
• the version of the analysis,
• the mix of AI providers,
• the number of repetitions,
• the model an AI provider actually delivered.

When a new series starts, the history line breaks, and values from the old series are not averaged with the new ones. The value counts as provisional until the new series has 3 counted measurements. With weekly measurement that takes at least three weeks; with monthly measurement, about three months.

When a change is clear

Whether a value has really moved is shown in the Veränderung (Change) column of the Marktvergleich (Market comparison) card on the KI Score page. It accounts for the normal fluctuation of the measurement using a confidence interval.

The sidebar shows only your current value next to KI-Score, without a trend icon. To tell whether the value has really moved, check the Veränderung column.