What triggers the search
The situation, problem, or objective that leads someone to use a generative AI engine and what they are trying to solve.
Customer Decision Intelligence for the AI Era
DECIVUM reveals how customers and prospects actually use ChatGPT and other generative AI platforms to search, compare, choose, and buy.
It connects those behaviors to marketing decisions, estimates their economic value, and identifies which actions deserve priority.
DECIVUM does not start with what AI says about your brand. It starts with how people use AI to make a purchase decision.
Let's talk about your market
What it reveals
DECIVUM maps how a purchase decision takes shape in the AI era.
It reconstructs the journey to understand what triggers the search, how questions evolve, which alternatives enter consideration, and which criteria shape the choice.
What people are trying to understand
The questions they ask, how they go deeper, and how their needs and priorities change along the way.
Which alternatives enter consideration
The brands, products, services, and solutions that are considered, compared, or ruled out.
What drives the decision
Which criteria, doubts, proof points, information, and trust signals shape preference and choice.
How AI works alongside other sources
How search engines, websites, comparison sites, reviews, media, communities, stores, and sales interactions combine with AI throughout the journey.
The result: a view of the decision process that goes far beyond a snapshot of brand visibility.
What you can decide
DECIVUM turns behavioral insight into concrete marketing decisions.
It identifies where the CMO should strengthen, correct, test, or reprioritize activity and investment, directly or through teams and partners.
Value proposition and messaging
Identify which benefits, proof points, and differentiators actually matter in the decision and which buyers perceive as weak, unclear, or irrelevant.
Content
Decide which questions deserve better answers and which content should be created, updated, or rethought.
SEO, PR, and sources
Identify which sources shape the decision and where to focus content, PR, reputation, and organic visibility efforts.
Media
Understand which needs and contexts justify investment and build advertising tests on a stronger understanding of demand.
Budget
Reallocate investment toward the levers that influence decision criteria instead of chasing presence or visibility metrics alone.
Customer experience and offering
Surface when the issue is not communication or visibility, but service, price, terms, product, or the customer experience itself.
DECIVUM does not execute these activities. It helps management decide which ones deserve priority and budget, and who should own them.
The blind spot
Companies measure what people do well. They see far less of how people arrive at a decision.
Analytics, CRM, and attribution systems capture many observable actions well. What they rarely reconstruct is how needs, questions, alternatives, and decision criteria developed beforehand.
What companies measure
- Sessions
- Impressions
- Clicks
- Leads
- Conversions
- CRM
- Sales
What often remains invisible
- Needs
- Questions
- Alternatives
- Decision criteria
- Doubts
- Sources
- Trust
Analytics capture the visible journey. DECIVUM reconstructs how the decision took shape before it became visible.
Economic value
Understanding what is happening is not enough. You need to know how much it matters.
DECIVUM connects observed and reported behavior to the client's economic scope to estimate what share of value may be influenced, protected, or captured.
Define the business scope
Revenue, contracts, premiums, net inflows, bookings, customer value, or other metrics relevant to the business being analyzed.
Estimate AI's influence on the decision
Behavioral evidence helps determine how often AI is used, how much it influences the choice, and whether that influence is economically material.
Turn materiality into priorities
The estimate uses ranges, explicit assumptions, and confidence levels to compare the materiality of AI's influence with other investment priorities.
The economic estimate separates what is interesting from what is material enough to warrant investment.
Method
We start with people. Then we test how AI and other sources contribute to the decision.
DECIVUM combines behavioral research, client data, analysis of generative AI environments, and economic modeling. Each conclusion is calibrated to the quality of the available evidence.
Behavior
How people search and research
- Search in Italy
- Customer and market surveys
- Behavioral panels when available
- Analytics and first party data
- Customer service and other proprietary signals
Decision
How the choice takes shape
- Needs and questions
- Alternatives considered
- Decision criteria
- Doubts and friction
- Reasons for choice or abandonment
Generative AI environments
How AI contributes to the decision
- Analysis of generated answers
- Comparison across the brand, competitors, and alternatives
- Source mapping
- Trust signals
- Information, narrative, and reputation gaps
Value and priority
How much it matters and what to do
- Economic estimate
- Ranges and explicit assumptions
- Action priorities
- KPIs
- Roadmap
Evidence levels
Observed · Reported · Generated by models · Inferred · Validated · Economically estimated
DECIVUM always distinguishes the nature of the evidence. Conclusions and recommendations are calibrated to the confidence level supported by that evidence.
Why DECIVUM
The research foundation behind DECIVUM did not start with ChatGPT.
To understand how AI changes decisions, you first need to understand how people decide. Search in Italy has studied that since 2004.
2004
Search in Italy
Search in Italy has studied how people search, evaluate, and choose products and services since 2004.
That perspective makes it possible to view generative search within a much longer evolution of how people use sources, frame questions, apply criteria, and move toward a decision.
DECIVUM uses this body of research to interpret AI's new role and connect it to marketing decisions and economic value.
Created by
Marco Loguercio
For 30 years, he has worked on search behavior, digital strategy, marketing, and ecommerce.
He founded SEMS in 2002 and FIND in 2013, two Italian digital performance marketing agencies, and has led Search in Italy since 2004. Today he advises B2C companies and DTC brands.
DECIVUM therefore treats AI as the latest evolution in how consumers search, evaluate, and choose, rather than as an isolated technology shift.
LinkedIn profile
DECIVUM does not sell media, software, or execution services.
Its role is to understand, measure, and set priorities. Internal teams, agencies, vendors, and specialists can then execute against a direction built independently of the services they sell or deliver.
Initial conversation
Do you already know how your customers are using AI to choose?
An initial conversation helps us understand what evidence already exists in your market, what can be collected, and which questions DECIVUM should help answer.
If AI's influence is material enough, we define an analysis scope. If it is not, it is better to know before allocating budget and resources.
Marco Loguercio will reply personally.