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AI answers are replacing the click as the front door to brand awareness. ChatGPT, Perplexity, Google AI Overviews, Claude, and Gemini are increasingly where buyers form opinions about brands, sometimes before visiting a website, often instead of visiting at all. Both paid and organic search are losing reach as AI answers absorb the queries that used to drive traffic. The metrics that defined two decades of search marketing no longer capture what matters most.
The metric that does is Share of Model, or SoM, an emerging industry term. It measures how often your brand surfaces inside the AI systems where research and buying decisions now form. In this webinar, ELCA’s Roger Zimmermann explains what SoM measures and what drives it, then shows how an orchestrated approach plays out in practice. He gives a live walkthrough of ELCA’s AI Agent Automation Orchestrator, and previews how to prepare for AI agents that are already visiting websites and will soon read, analyse, compare, and recommend on behalf of human buyers.
- How AI answers are eroding the reach of both paid and organic search in 2026, with the numbers and the business consequences
- Why Share of Model is the metric that matters now, and how it predicts business outcomes better than traffic or rankings
- Why the traditional SEO playbook no longer drives AI citation, and what most organisations are still missing
- What an orchestrated approach to measuring and improving AI visibility looks like in practice
- How to prepare your brand and your data for the AI agents that will soon visit your site, analyse what they find, and recommend your brand (or not) to their human users
- Concrete questions your leadership team can act on in the next thirty days
Agenda:
- The click economy is ending
The measurable change in how buyers form opinions about brands when AI replaces ten blue links. How both paid and organic search are losing reach to AI-generated answers. The 2026 numbers, the business consequences.
- Share of Model: the metric for the AI era
What SoM measures, why it predicts business outcomes better than traffic or rankings, and how it differs from traditional SEO KPIs.
- Why traditional SEO levers no longer drive AI citation
What changed inside AI engines, why most organisations are optimising for the wrong signals, and what the new categories of work look like at a strategic level.
- Measuring SoM in practice: a live walkthrough
Why SoM requires a system rather than manual checking. Live walkthrough of ELCA’s AI Agent Automation Orchestrator. The demo runs Share of Model measurement, one of several marketing operations the platform handles for clients.
- When AI agents do the shortlisting
What changes when prospects send their own AI agents to research, compare, and decide. How to make your brand and your data readable, citeable, and considered by agents before competitors catch up.
- Q&A and next steps
Questions from attendees, plus concrete actions you can take in the next thirty days.
Speaker:
Roger Zimmermann
Expert in Digital Marketing, ELCA Digital Agency
Target Audience
- Chief Marketing Officers (CMOs) and Heads of Marketing
- Chief Technology Officers (CTOs) and Chief Information Officers (CIOs)
- Heads of Digital, Brand, and Communications
- Heads of SEO, Content, and Demand Generation
- MarTech and Marketing Operations leads
- Anyone responsible for brand visibility, content strategy, or AI integration
Reserve your spot and discover how Share of Model, orchestrated AI visibility, and the rise of buyer agents that will research and shortlist for human decision-makers are reshaping the playbook for brand presence in 2026 and beyond.
Register now!