About Faro Index

Faro Index was built because nobody was systematically checking what AI says about companies.

After more than a decade building measurement and data infrastructure across programmatic advertising, brand safety, and ad verification, our founder turned her attention to what happens before a buyer ever sees an ad: the moment they ask an AI assistant which companies to evaluate.

What we found was that AI platforms were making confident, specific claims about companies that were frequently wrong. And nobody was tracking it.

The original version of Faro Index was a citation tracker built for the ad tech industry. It ran 27 buyer-intent queries across ChatGPT, Perplexity, and Gemini every week and tracked which companies appeared in the answers. The data revealed patterns that no existing SEO or brand monitoring tool was measuring: identity confusion, category misrepresentation, and content leakage at scale.

Today, Faro Index scans companies across 11 industries and four AI platforms. The platform measures AI visibility, brand accuracy, and content attribution so companies can see exactly what AI tells their buyers before a wrong answer ships.

Faro Index was founded by Pooja Muhuri. Before starting Faro Index, Pooja spent twelve years in ad tech across DoubleVerify, Outbrain, Twitter, Amazon, and Microsoft—building and shipping measurement, brand safety, and ad verification products. The through-line was always the same: clients paid for controlled messaging, but had no systematic way to check what AI was telling buyers before they ever saw an ad. Social listening tools tracked sentiment and mentions. None measured whether what AI stated was factually true. Faro Index exists to answer that question with the same rigor ad verification brought to display and video, except the surface is now ChatGPT, Perplexity, Gemini, and Claude.

Contact: hello@faroindex.ai