The accessibility of AI tools means board members are now conducting their own queries to see how the company is perceived. This elevates a marketing tactic (like SEO) to a C-suite and board-level strategic imperative, demanding CMOs provide clear answers on the brand's visibility and narrative within AI models.
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For businesses heavily reliant on organic traffic, the rise of AI-powered search is a significant threat. Bitly's CMO addresses this by proactively including monitoring slides in board presentations. This manages executive expectations and demonstrates strategic foresight before performance is potentially impacted.
Brands with strong, consistent stories like Patagonia are excelling in AI visibility, proving brand matters more than ever. Consequently, once-soft metrics like 'share of voice' are being reframed as critical measures of 'digital brand visibility' and are now being reported to the board.
Traditional metrics like reach are becoming obsolete. The new imperative is to measure how AI models interpret and present your brand. This involves tracking a 'share of influence' across earned media, analyst reports, and reviews, as well as monitoring AI prompt results and citations to gauge brand authority and message consistency.
As AI devalues simple clicks, marketing focus must shift to building a strong brand that algorithms recognize as authoritative. High-quality, well-structured owned content (like blogs and reports) becomes more critical for discoverability than traditional performance marketing tactics.
For the first time, tools tracking "AI Visibility"—how often a brand is cited in LLM responses—can directly measure the impact of brand-building activities. This allows CMOs to finally prove the ROI of brand investments, treating brand as a quantifiable performance engine rather than an abstract concept.
The first step in a modern visibility audit is to check if your brand, products, or services are cited in Google's AI-generated answers. This is a critical new battleground for visibility that precedes traditional search results and requires dedicated attention.
Marketers must evolve from SEO to GEO, optimizing content for how brands appear in LLM results. This requires a new content strategy that treats the LLM as a distinct persona or channel, creating content specifically for it to crawl and ensuring accurate brand representation.
The primary channel for discovery is shifting from search engines (SEO) to AI-powered "answer engines" like ChatGPT. Product Managers are now responsible for this new distribution channel, requiring a strategy to ensure their brands and products surface in AI-generated responses.
As AI agents and synthesized search become intermediaries, traditional channels are insufficient. The new imperative is ensuring your brand’s data is accessible to AI models as they reason and generate responses, directly influencing the outcome before it reaches the consumer.
In the era of zero-click AI search, driving website traffic is less important than being cited as an authority within LLM responses. Marketers must now optimize content to appear in places like Reddit and G2, as these are the sources AI models use to formulate answers and build credibility.