How Should Brands Measure Visibility in AI Search?

Send us Fan Mail📬 Love the podcast? You’ll love the newsletter. Get the weekly 3-2-1 on AI search + marketing: SubscribeDo AI search rankings actually matter?In this episode of Found in AI, Cassie breaks down new research from Rand Fishkin and SparkToro that challenges one of the biggest assumptions marketers are making about AI-powered search: that rankings still matter.She walks through what the data actually shows about how AI engines like ChatGPT and Google AI generate brand recommendations, why rankings are wildly unstable, and why visibility — not position — is the metric brands should be paying attention to instead.Using both Rand’s research and her own Search Engine Journal displacement case study, Cassie explains how smaller brands can compete with legacy publishers in AI-generated answers by optimizing for visibility, probability, and share of voice.In this episode, you’ll learn:Why AI search engines don’t produce stable rankings — and never willWhat Rand Fishkin’s research reveals about how brands appear in AI answersThe difference between visibility frequency and AI Share of VoiceHow to correctly calculate AI Share of Voice (and what it actually tells you)Why rankings have nothing to do with appearing in AI-generated recommendationsHow a GEO strategy helped a smaller brand displace Search Engine Journal in AI answersWhy AI search rewards consistency and pattern recognition over domain sizeWhat marketers should understand before spending money on AI visibility toolsIf you're listening to this and thinking I need someone to lead this for me, that's what I do.I'm an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at [email protected]. Or request your 7-Day AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/Let’s connect:LinkedIn → Cassie Clark | AI Search Visibility ConsultantWebsite → https://cassieclarkmarketing.com