As AI search becomes the dominant tool prospects use to identify and shortlist providers, strong AI visibility has become a competitive necessity. That means senior marketers now need to understand their firm’s AI “authority portfolio” in the same way a wealth manager understands a client’s balance sheet. Managing an authority portfolio changes not only what firms create, but how they think about every individual authority asset within it. And where can effort and resources be reallocated to get the firm’s AI visibility where it needs to be? Make an unflinching record of your firm’s authority liabilitiesInterestingly, authority assets are things (rankings, citations, articles) while liabilities are patterns.