In today’s Marketing Pulse, gain insight into how:

• “Share of model” is becoming the defining visibility metric in the AI era, reshaping how brands compete for LLM-driven recommendations.

• Marketers can navigate AI gatekeepers, AI-generated content fatigue, and context-hungry tools to keep campaigns effective and high-performing.

• AI readiness is creating a new divide among CMOs, rewarding those who build data, governance, and talent foundations for scaled business impact.

These articles are penned by members of Forbes Communications Council, key marketing and communications leaders shaping the future of these fields.

Let’s dive in!

From Share Of Voice To Share Of Model: Winning Visibility In The AI Era

As users shift from search engines to “ask engines,” a new metric is emerging: share of model (SOM)—how often and how accurately AI systems mention your brand. Unlike traditional share of voice (SOV), SOM determines whether you’re part of the answer at all when tools like ChatGPT or Gemini respond.

What senior marketers should focus on now:

🤖 Redefine Visibility: Measure whether LLMs recommend, describe or omit your brand in category-level answers.

📣 Link SOV to SOM: High SOV only helps if your content is structured, consistent and easily parsed by AI.

🎯 Own a Clear Narrative: Distill brand positioning into tight, repeatable language that fits in a sentence or two.

🧱 Structure for Machines: Use headings, concise sections, and self-contained explanations to “feed” LLMs clean signals.

📰 Publish Where Models Trust: Prioritize credible, high-authority outlets and widely syndicated press releases.

❓ Think in Q&As: FAQs, how-tos and summaries mirror how people prompt AI—and how AI reuses your wording.

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AI’s Next Marketing Hurdles: Gatekeepers, Authenticity & Context

With more than 90% of marketers already using AI, simply “trying tools” isn’t a differentiator anymore. The edge now comes from understanding how AI reshapes attention, perception, and execution—and then adjusting your strategy before your competitors do.

Here’s where to focus your thinking and experimentation:

🛡️ AI as the New Gatekeeper: AI assistants will increasingly filter inboxes and feeds, deciding which messages users see—making “convincing the algorithm” as critical as avoiding spam.

📊 Watch for Hidden Deliverability Drops: Monitor engagement patterns closely to spot emails that are technically delivered but screened out by AI before humans ever see them.

✍️ Avoid the “AI-written” Feel: Always human-edit AI copy for accuracy and tone, removing telltale stylistic patterns that may turn off skeptical audiences.

🧠 Feed AI Richer Context, Not Just Prompts: Performance improves when you load AI with deep background on your brand, product and audience—and continually refine that context as gaps appear.

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The New CMO Divide: Who’s Actually Ready For AI?

AI isn’t just another marketing trend—it’s exposing a real gap between CMOs who can lead in this new era and those who can’t. Boards now expect faster insight, tighter accountability, and visible impact from AI investments, even as budgets stay flat.

Here’s what distinguishes AI-ready CMOs from the rest:

💼 Lead at The Enterprise Level: Treat marketing as a growth and customer-strategy engine, not just brand and campaigns.

⚡ Match AI’s Speed with Decisions: When insights are instant, quarterly decision cycles are no longer defensible.

🧱 Build Foundations, Not One-off Tools: Invest in data, governance, talent and operating discipline so AI can scale and be trusted.

🎯 Start with Friction, Not Features: Identify where you’re losing customers, moving slowly, or misaligned—and aim AI at those gaps.

🔄 Redesign Workflows Around AI: Use AI to reshape how insight flows, how teams operate, and how performance is managed.

📈 Make AI a Value Driver: Anchor every AI initiative to clear KPIs like growth, ROI and market share—not experimentation alone.

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Wrapping Up

If these articles sparked your interest, we have a network that you will absolutely love: Forbes Communications Council.

This exclusive, vetted community brings together the brightest minds in marketing and communications — founders, CEOs, CCOs, CMOs, and other senior leaders of marketing and communications teams.

Put yourself at the forefront of innovation with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

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