Modern category heavyweights are now focused on Share of Model (SoM): how often a brand is cited in AI answers. They understand how LLMs decide on brand mentions, recognizing that AI models don’t arbitrarily “favorite” brands; they echo visibility and authority signals from the web. If a brand appears frequently in credible sources, the model is more likely to mention it.

While this doesn’t require a collection of new/fancy/weird tools, it DOES require thoughtful strategy to maximize today’s flywheel.

We can go beyond the short-term audit recommendations and produce a 12-month roadmap outlining technical improvements, content initiatives, PR programs, and brand hygiene efforts that will drive impact.