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Do you own a model share?
We don't mean a supermodel or a stock.
We're talking about your brand's share of responses in the big learning models of search and AI. Imagine a prospect asking ChatGPT, Anthropic, or even Google to find the best brand for your product or service. Maybe they're asking if your company is a reputable brand for those products.
Well, you should know your brand's share of the model. But before you type the prompt, watch this video or read on to hear the opinion of Robert Rose, CMI's chief strategy advisor:
Share of the model shows influence on AI
Recently, industry media published articles on “model share,” a new metric to pay attention to.
MarketingWeek defines a model share as the number of mentions of a brand by one or more major language models (e.g. ChatGPT, Meta's Llama, Microsoft's CoPilot, Google's Gemini, Anthropic's Claude) as a share of total mentions of brands in the same category.
(Similar to how search engine optimization services came about, I have to ask whether new services for running models will emerge. But more on that in a moment.)
As Adweek explains, this new measurement could look like a brand recall or share-of-voice metric that looks at how each model perceives your brand. It could assess this based on sentiment or based on how they prioritized your brand in response to a specific question.
I'm a little confused as to how one would calculate this, but there are already esoteric marketing metrics.
Some say the metric evaluates your brand footprint, which requires a bespoke study of your brand and, say, five competitors in terms of perception, total mentions and performance on brand-centric searches. That's a project I can understand.
And that is the key for me.
The new metric is not really about measurement
The model share is likely to prevail, but the biggest evolution will not be in the way it is measured, but in the optimization strategies that result from the analysis.
Cue new service. SEO agencies will start thinking about domains and the like. (If you're looking for ModelOptimization.AI, I took it this morning.)
If LLMs become the new search index, which ones will include your brand and which ones won't? If that sounds like a lot of work, you're not wrong. It is a lot of work. I expect new technology companies will offer cross-LLM analytics to develop quantitative research.
What do you think?
Let us know via email or comment on CMI’s social channels.
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Cover photo by Joseph Kalinowski/Content Marketing Institute
Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
