Ex-Scholz & Friends Strategist Launches AI Brand-Intelligence Firm 'Forderland'
German strategist Liane Siebenhaar has gone independent with 'Forderland,' an AI-powered brand-intelligence consultancy that tracks how brands appear across LLMs, social media and news — a sign AI-visibility monitoring is becoming a paid category.
A Senior Strategist Bets on AI Brand Intelligence
Liane Siebenhaar, a prominent German strategist formerly at Scholz & Friends (and earlier Accenture Song), announced on 22 September 2026 that she has gone independent with "Forderland," a self-described "brand intelligence consultancy."
It runs on an AI system she built herself over roughly nine months — combining AI models, automated research and a knowledge base — that tracks how brands appear across LLMs, social media and news, surfacing gaps between a brand's self-image and public perception.
Why 'How You Show Up in AI' Is Now a Business
As consumers increasingly ask AI assistants for recommendations, how a brand is represented inside those models becomes commercially critical. If an LLM describes your brand inaccurately or unflatteringly, that shapes buying decisions before a human ever visits your site.
Forderland is a concrete signal that AI-visibility and brand-perception monitoring is maturing from a curiosity into a paid consulting category. The efficiency claim is striking: analysis that previously took a strategist around three weeks is delivered in about a day.
The Takeaway
The strategic point is that brand monitoring now has a new front. It is no longer enough to track social sentiment and press coverage; brands must also understand and shape how they are represented inside AI systems.
Our view: this is the beginning of a real discipline. Brands should start auditing how they appear in AI answers now, while the field is young — the ones that shape their AI representation early will have an edge as AI-mediated discovery grows.
Quick FAQ
What is Forderland?
An AI-powered 'brand intelligence consultancy' launched by ex-Scholz & Friends strategist Liane Siebenhaar on 22 September 2026, tracking how brands appear across LLMs, social media and news.
Why does AI brand visibility matter?
As consumers ask AI assistants for recommendations, how a brand is represented inside those models shapes buying decisions — making AI-visibility monitoring a growing paid category.
How your brand shows up inside an AI answer is fast becoming as important as how it shows up in search. Forderland is an early sign this is a real discipline, not a fad. Audit your AI representation now, while the field is young — the brands that shape it early will have a genuine edge. — Daniel Nikolla, Founder of Merx Marketing
Brand monitoring now extends to AI systems — brands that audit and shape how they appear in AI answers early will gain an edge as AI-mediated discovery grows.
Do you know how your brand is described when a customer asks an AI assistant about it?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: HORIZONT and campaigngermany.
Related reading
Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
Comments