Brand equity is 63% of AI visibility. GEO is the short game.

Long-term brand equity accounts for 63% of what makes a brand visible in AI. This is what WARC published in their LLM Visibility Drivers study.

This is unsurprising if you work in brand strategy. But it should be a caution if you’re solely focused on GEO tactics for performance, because it means the entire optimisation playbook is short term (again).

If you’re a high-performing CMO, you wouldn’t pour all of your marketing investment into Meta — so why would you spend all your time on GEO tactics?

Each AI model weights things differently. Some pull from community sentiment. Others lean on content consistency and product reviews. The models change constantly and the weighting is still largely a black box — but the frontier model orgs are transparent about their channel inputs. Either way, brand equity keeps showing up as the dominant signal across all of them. Brave brands perform even more.

This is why I built ATTENT10N as a brand performance platform for AI. After two decades of digital marketing optimising for short-term returns, the data is clear: long-term brand value will be rewarded and recommended by AI models.

I developed a simple model for how this works — the traditional brand architecture is shifting as media and AI merge. We’re focused on LLMs now, but voice, video and other modalities are coming fast.

More on that soon. 👀