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Marketbridge and Meltwater team up for B2B GEO services. Article by Christopher Wood | Jul 28, 2026 Today, Marketbridge and Meltwater announced a partnership to sell B2B go-to-market strategies and intelligence for generative engine optimization (GEO). * Some 32% of B2B buyers worldwide use generative AI chatbots to discover new vendors, nearly matching web search and peer recommendations at 33% each, according to a July 2025 Responsive survey reported in EMARKETER. * Among US B2B buyers who use AI, 35% use it for discovery, 43% for consideration, and 31% for purchase decisions, per Google and National Research Group's June-July 2025 survey. Marketbridge will fold Meltwater's intelligence on GEO, and on how B2B brands show up across other channels, into its own go-to-market services. Combining services and intelligence Under the new partnership, Meltwater provides intelligence from its analysis of 1.3 billion pieces of content across the web daily, which Marketbridge then integrates with go-to-market strategy and content workflow for B2B clients. The B2B buyer's journey has changed, and the combined offering is built for it. Buyers now use large language models (LLMs) to discover and research products and services, and the joint strategies are designed around that behavior. Marketbridge and Meltwater clients can use many of the combined capabilities now. The companies expect to launch a broader integrated solution in Q4 2026. Shifting B2B strategies A segment of buyers now turns to generative AI chatbots to search for products and services, which makes chatbot influence one more thing marketers have to measure alongside social media, online discussion forums, influencers, and traditional search engines. Marketbridge and Meltwater are rebuilding workflows around that, delivering intelligence on how brands and their competitors appear in LLM searches. "The biggest shift that is happening, especially in B2B, is that the decision-making and buying committees are researching products through LLMs," said Geoffrey Sidari, chief innovation officer and head of AI at Marketbridge. The joint offering could help businesses use the intelligence (how their brand shows up in LLMs and other channels) to apply it to business functions beyond communications, including sales, marketing, customer success, product, and supply chain, according to Sidari. "There's information that sits in those discussions that is valuable to a lot of different use cases, and wasn't really easily unpackable, even three years ago," he said. LLM shifts give CMOs two challenges. First, they need to understand how LLMs digest content about their brand and present it in conversations with users. Second, they need to understand how customers and prospects respond when they encounter the brand in an LLM response. "As [marketing leads] leave the LLM and enter the rest of the marketing funnel, and the different tools that are traditionally set up to capture marketing leads or sales intent, we're able to see how one is impacting the other," said Sidari. "And this change has happened so fast in the last 12 months that I think it caught B2B marketers off guard. I think B2C marketers were probably first to catch on that LLMs were impacting the buying journey." Easier access to intelligence The partnership aims for Meltwater's clients to more easily share Meltwater's intelligence on LLMs and other channels with teams that can use this data in their day-to-day functions. "If we know what the earned media is saying and what the LLMs are saying, it puts us in a unique position to be able to drive insights from that, rather than having to go to six different places to do that," said Mark Arduino, partner director, agency and consulting, for Meltwater. "But then combine that with the ability Marketbridge has, which is to connect this into a bigger go-to-market strategy." He added, "What our clients will benefit from is [Marketbridge's expertise] on how to build a strong data foundation, and the ability to synthesize [Meltwater's] insights across other data sources and use cases." This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here. You've read 1 of 2 free articles this month. Get more articles - create your free account today!

Meltwater expands MCP for real-time alerts & reports. Published on: 9th July 2026 at 12:35 PM Meltwater has expanded its Model Context Protocol (MCP) to add a new set of tools that allow AI assistants to take action inside the Meltwater platform. The expansion aims to help teams access insights, create reports, and track alerts in real time. Meltwater has hosted MCP natively since June 2025. This allowed users to ask questions in plain language and receive trusted answers grounded in Meltwater's licensed data which analyses 1.3 billion-plus documents a day. Meltwater MCP aims to move beyond simply answering questions to allow AI tools to build on existing projects within the Meltwater platform. Teams can ask their preferred AI tool for an overview of breaking news coverage, a brand health report, or a brief on trending social media topics, without having to log in to Meltwater and start a search from scratch. The results can be saved, re-used and referenced again by an AI agent that knows the purpose behind them. Meltwater MCP is a single, governed connector that brings Meltwater's licensed data into any compatible AI assistant, letting teams ask questions in plain language and get cited, verifiable answers without a custom integration or specialist help. "Intelligence shouldn't require a specialist to unlock it. Meltwater MCP means the analyst, the executive, and the intern can all ask the same question and get the same quality of answer, grounded in real Meltwater data, right inside the AI tools they already use every day," said Meltwater chief product officer Chris Hackney. "Teams shouldn't have to pick between the AI tool they already love using and the data they actually trust, but that's the tradeoff most integrations force on them. Meltwater MCP means they don't have to. It's one connector, fully governed, bringing real Meltwater intelligence into whichever assistant a team is already using. And now, they can act on it too, not just ask about it," said Meltwater chief technology officer Aditya Jami. Meltwater MCP is available to Meltwater customers. Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.

Meltwater expands access to Meltwater MCP bringing actionable intelligence into the AI Tools teams already use. July 08, 2026 Meltwater MCP is the only full-suite media intelligence platform that plugs directly into leading AI assistants, custom agents and AI workflows - with the ability to take action, not just answer questions SAN FRANCISCO, July 08, 2026 (GLOBE NEWSWIRE) - Meltwater, the global leader in actionable intelligence for PR, Communications and Marketing teams, today announced a major expansion of Meltwater MCP (Model Context Protocol). The release adds a new set of MCP tools that allow AI assistants to take action inside the Meltwater platform, helping teams access insights, create reports, and track alerts in real time. Ask Meltwater, Inside Existing AI Tools Meltwater has hosted MCP natively since June 2025, bringing unmatched real-time, cited media, social, and influencer intelligence directly into the AI tools teams already use. This allowed users to ask questions in plain language and receive trusted answers grounded in Meltwater's licensed data which analyzes 1.3 billion-plus documents a day. But teams no longer want AI assistants that simply summarize information. They want agents that can understand intent, work with trusted context, take action and learn from the intelligence assets a team has already built. Meltwater MCP meets this need, moving beyond simply answering questions to allow AI tools to build on existing projects within the Meltwater platform. Teams can simply ask their preferred AI tool for an overview of breaking news coverage, a brand health report, or a brief on trending social media topics, without having to log in to Meltwater and start a search from scratch. The results can be saved, re-used and referenced again by an AI agent that knows the purpose behind them. Access to Trusted Intelligence Across Your Organization Not everyone who needs a Meltwater answer has platform access, so they often turn to generic AI tools that respond from open-web data rather than trusted, sourced intelligence. This means that generic results often sound confident while being outdated, incomplete, or simply wrong. Meltwater MCP closes this gap with a single, governed connector that brings Meltwater's licensed data into any compatible AI assistant, letting teams ask questions in plain language and get cited, verifiable answers without a custom integration or specialist help. "Intelligence shouldn't require a specialist to unlock it," said Chris Hackney, Chief Product Officer at Meltwater. "Meltwater MCP means the analyst, the executive, and the intern can all ask the same question and get the same quality of answer, grounded in real Meltwater data, right inside the AI tools they already use every day." "Teams shouldn't have to pick between the AI tool they already love using and the data they actually trust, but that's the tradeoff most integrations force on them," said Aditya Jami, Chief Technology Officer at Meltwater. "Meltwater MCP means they don't have to. It's one connector, fully governed, bringing real Meltwater intelligence into whichever assistant a team is already using. And now, they can act on it too, not just ask about it." Now Generally Available to Meltwater Customers Meltwater MCP is now generally available to Meltwater customers. It builds on more than a year of customer pilots and provides MCP-based access to its data and content in production. The release reflects Meltwater's commitment to empowering leaders with the intelligence they need to set a new standard in PR, Communications, and Marketing. About Meltwater Meltwater is the global leader in actionable intelligence for PR, Communications, and Marketing teams. By analyzing 1.3 billion pieces of content daily, Meltwater transforms media, social, and AI signals into intelligence that leaders rely on to make faster, more confident decisions. With 27,000 customers worldwide, Meltwater is the intelligence platform global brands trust to stay ahead. AAPR aggregates press releases and media statements from around the world to assist its news partners with identifying and creating timely and relevant news. All of the press releases published on this website are third-party content and AAP was not involved in the creation of it. Read the full terms.