Contentful has released Palmata, a platform for measuring and improving how AI answer engines describe a company. It reached general availability on June 23, 2026.
What It Does
Palmata is built around the Sounder Discovery Agent, which analyzes publicly available data — a company’s market, competitors, audiences, content footprint and wider digital ecosystem — to work out which signals are shaping the answers AI systems give about it. The output is not only whether a brand appears, but what is behind the appearance and what to change.
Contentful named six organizations using it at launch: The Atlantic, Box, Dataiku, Docusign, Marketbridge and Telus Digital.
Why It Interests Us
The measurement problem here is real, and it is the one our own clients raise. A brand can watch its citations rise and fall across ChatGPT, Perplexity and Google AI Overviews without learning which decision moved them. Attribution is the hard part, and it is the part that determines whether a content team can act.
We have argued for a while that the answer starts in the content architecture rather than in the reporting layer: structured content is what makes a platform legible to a machine reading it, and citation follows from being legible and worth citing. See citation-ready content architecture and what changes between SEO and GEO for the long version. A tool that reasons about cause is aimed at the same question from the other end.
Contentful is a Pare & Co partner, and headless content infrastructure is where a good deal of our content-operations work runs.
About Contentful
Contentful provides headless, composable content infrastructure for multi-channel publishing, including structured content models, delivery APIs and editorial operations tooling.
About Pare
Pare is an AI-native digital consultancy, founded in 2007 as Oomph and rebuilt in 2026 for the AI age. The firm builds websites, platforms, and digital products — and the intelligence inside them — for the organizations people depend on most.
Press inquiries: press@pare.co