Microsoft Clarity has given site owners manual control over which AI queries its AI Visibility dashboard counts as branded. Brand Terms can now be created, changed, or deleted under Settings, then AI Visibility, according to a September 29 post on the Microsoft Clarity blog. Clarity pre-fills an initial list, and teams refine it from there.
The change targets a measurement gap. Brands appear in AI queries as shortened names, misspellings, translated names, and typos, and a fixed list misses many of those. Related terms can be grouped under one Brand Name. A report can then be filtered by the whole group or by a single term. The post’s own example puts MS and Microsoft Corporation under the Microsoft name.
The post does not say which AI platforms feed the dashboard. It also gives no accuracy figures for the branded classification.
For search teams, the branded versus non-branded split is only as reliable as the term list behind it. Audit that list this week, especially for multi-market brands with localized names.
Microsoft Clarity blog, September 29, 2026.
