Imri Marcus, CEO of Brandlight, emphasizes the critical need for brands to adapt to AI's impact on consumer behavior. At the ANA Masters of B2B Marketing, he highlighted the concept of 'AI visibility'—the idea that companies will soon allocate budget for understanding their online presence across AI-driven platforms. As consumers increasingly rely on AI tools like ChatGPT for brand discovery and decision-making, many brands remain unaware of how these technologies shape their reputation. Brandlight aids Fortune 1000 companies in navigating this new landscape and managing their narrative in an evolving digital marketplace.
By 2026, every company, every large enterprise, will have a line item in their budget that says 'AI visibility.' If you can be the CMO who figures this out in 2025, that could put you years ahead of the competition.
Consumers are starting to find brands not in traditional search, but in AI engines - asking ChatGPT what's the next car they should buy or what CRM they should use.
Brands are completely blind to how they're being perceived across all these different engines. They've got no way to increase their visibility, improve sentiment or control their narrative.
There's massive variation, and not getting it right comes at a high cost.
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