When buyers type your brand name into ChatGPT, what shows up? That answer is the new homepage.
Buyers no longer start on your website. They start in an LLM, asking 'is X any good?' or 'who competes with Y?'. The answer the model gives is, for that buyer, your brand.
Shaping that answer is the new brand discipline. It requires monitoring AI outputs, publishing structured comparison content, and building a corpus of credible third-party citations.
Brands that ignore this are letting models hallucinate their positioning. Brands that lean in are training the entire internet on their preferred narrative.
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