The rapid adoption of AI-powered assistants is changing the dynamics of access to information and, in turn, how brands are perceived. Increasingly, users are turning directly to models like ChatGPT, Gemini and Perplexity for analysis, comparisons and recommendations, reducing their exclusive reliance on traditional search engines.
Market data indicates that this movement is already starting to be reflected in digital traffic. Market intelligence shows that the share of searches using AI tools in the United States has more than doubled in one year, from around 2.5% to more than 5% of desktop traffic, reinforcing the consolidation of these systems as a new channel for information discovery.
In this context, the concept of Share of Model gains relevance, a metric that evaluates how brands are cited, described and contextualized by language models when answering questions related to specific economic sectors. The metric should not be confused with traditional digital marketing metrics, such as traffic or ranking, but reflects the level of semantic brand recognition within the systems that measure a growing share of information consumption today.
Business communications experts note that AI models tend to replicate patterns from trusted sources, structured data, and content published in credible media outlets. “Strategic value is shifting from click to recognition,” says Isadora Reis, founder of PulseBrand. “The model share indicates how the brand is understood by the systems that begin to influence the initial decisions of consumers and businesses. »
For organizations, the phenomenon has important implications. As AI begins to interfere in choice and recommendation processes, the absence or inaccurate representation of the brand in these environments can affect competitiveness, even when traditional metrics remain stable.
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