Brand positioning enters a new phase with artificial intelligence, which is why Onclusive has identified in its GEO Playbook report the five key metrics to measure: share of voice, visibility, average position, the LLM selection index, and reputation.
Regarding share of voice, it is the frequency with which a brand appears in AI-generated responses, so you can tell whether it is routinely part of the conversation that AI drives and how it compares to the competition.
The visibility is the proportion of AI responses in which a brand is mentioned, that is, whether AI engines are including it in the answers they generate about its market or category.
The average position is the average ranking in the responses where the brand appears, thus signaling the prominence of its appearance and how competitors sit ahead of or behind it. Meanwhile, the LLM selection index is the frequency with which the brand outperforms the competition in direct category queries and comparisons.
Finally, reputation is a weighted sentiment score derived from AI-generated responses, so you can know whether it helps or hurts a brand’s perception.
Measuring to understand
For public relations, communications, and marketing teams, AI poses a new visibility challenge, and this is where GEO comes in. A brand may perform well in media, social channels, and SEO, yet still go unnoticed, be misinterpreted, or be relegated in AI-generated responses. And because AI doesn’t return links in its responses but instead textually summarizes them, it already creates a first impression of the brand shaped by the sources the AI engine chooses to show.
In fact, brands need to understand that AI changes the usual game rules, as it summarizes a brand’s reputation before users reach the content that originated the brand on its website or campaigns, and the responses often cite sources beyond the company’s own channels.
According to Rafael Sánchez, Head of Sales at Onclusive, “The brands that will triumph in the AI era are those that appear consistently, publish authentic content, and build brands that customers know and truly trust.”
