AI isn’t just another tool in the tech stack — it’s already reshaping how people discover, choose, and stick with brands. And here’s the kicker: if brands don’t adapt, they don’t just fall behind. If your brand isn’t visible to the model — through reviews, data sources, trust signals, or even cultural relevance — you’re invisible to your customer. Share of model: the new share of shelfThink of it like share of shelf in retail, or share of search in Google. Share of model is about how often your brand shows up in AI-generated recommendations compared to your competitors.