Beyond Visibility: The Linkage Gap (opens in new tab)

The conversational layer of the consumer internet is forming faster than the industry's strategic frameworks have managed to keep pace with. Large language models - ChatGPT, Gemini, Perplexity, Claude - are increasingly the first surface a consumer touches when deciding what to buy, where to travel, what to invest in, what to ask a doctor about. Brands have understood the importance of this shift. The investment thesis that has emerged across most categories is unanimous: be visible in AI. Th...