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Most of the coverage has focused on what that means for OpenAI's revenue model. That's the wrong question. The right questions are: When a consumer asks ChatGPT which product to buy — and a sponsored placement appears alongside the answer — does the consumer know the difference between

Agentic Brand Control. For two years, the AI marketing conversation has been dominated by one question: does my brand appear in AI outputs? That's the wrong question. The right question is: does my brand survive to the recommendation? These are not the same thing. Our initial testing cohort

The pattern is consistent enough that I'll stake a public position on it. Ariane Gorin just told investors AEO is Expedia's fastest-growing channel. I'll say what nobody on that earnings call said: That's exactly the wrong thing to be winning. AEO

They are the same thing. Different names for the same objective: optimise a brand's presence in an output. Whether that output is a search result, an AI citation, or a generative summary, the metric is the same. Did the brand appear? Appearance is not selection. Agentic Brand Control

Semrush sells AI visibility. It is now Adobe's answer to the question of how brands show up in AI-generated answers. We ran it through an AI buying journey this morning. Generic presence score: 0. When a buyer opens ChatGPT, Gemini, or Perplexity and asks which tool to

We ran it through six AI buying journeys across ChatGPT, Gemini, and Perplexity. In four of six, the brand was displaced at Turn 1. The AI formed a competitor preference before Pepsi's product was ever seriously considered. By the time the consumer reached the purchase handoff, Olipop or

They're not unsophisticated buyers. They understood the category, ran the tools, and found the same gap every time. Visibility dashboards tell you where your brand appears across AI platforms. Share of voice, mention rate, citation frequency. The metrics are real and they are measurable. What they can'