In right this moment’s AI-dominated digital panorama, your model is fragmented throughout platforms, algorithms, person information, and third-party sources.
The outcome? You don’t management your narrative anymore—until you actively handle all 4 dimensions of your digital identification.
On this follow-up session, Myriam Jessier, technical search engine optimisation skilled and AI search strategist, introduces a strong mannequin for enterprise entrepreneurs: The Model Management Quadrant.
It’s not only a metaphor. It’s a framework to regain narrative management within the face of AI-driven search, multimodal discovery, and generative content material summarization.
Watch the interview
In case your present model administration playbook doesn’t embrace monitoring how AI interprets your model at a number of ranges, you’re susceptible to misrepresentation and damaged belief. Right here’s how one can shut the hole.
Introducing: the Model Management Quadrant
Myriam breaks model illustration into 4 layers:
1. Recognized model
Your owned property. Suppose logos, slogans, model guides, press kits. That is the place most firms focus, and maybe overestimate their management. Most groups obsess over their recognized model. However that is simply the tip of the iceberg.
2. Latent model
The cultural layer: memes, buyer tales, tweets, group discourse. It’s emotional, messy, and sometimes invisible to model managers.
AI fashions love this layer. It alerts relevance and relatability.
3. Shadow model
Every part your inner programs create—however don’t straight expose: onboarding docs, inner information bases, previous slide decks, associate enablement information. If it is on-line—even buried—it’s trainable.
LLMs can ingest these. Which means outdated or inconsistent supplies can actively form your model in AI solutions.
4. AI-narrated model
How platforms like ChatGPT, Gemini, or Perplexity describe your model to customers. It’s the synthesis of all three earlier layers, served up as “reality.”
And that is the place narrative danger turns into actual. Outcomes can vary from:
- Inaccurate summaries
- Outdated messaging
- Competitor model spillover
- Tone mismatches or hallucinated claims
AI doesn’t simply floor your content material however interprets it. So, your model is basically being reassembled by machines and you should feed them what you need them to see.
When you’re not managing all 4 quadrants, your model narrative:
- Turns into distorted
- Will get overwritten by third-party interpretations
- Loses alignment with inner positioning and buyer expectations
The best way to audit your model within the AI period
Myriam recommends a recurring model management audit utilizing the quadrant, as every half has distinctive concerns that feed your general narrative.
Recognized model:
- Is your structured information clear and crawlable?
- Are your model property obtainable, up-to-date, and referenced in trusted third-party sources?
Latent model:
- What’s being mentioned about you on group platforms like Reddit, G2, Glassdoor?
- Are model advocates (or critics) shaping public notion greater than your crew?
Shadow model:
- What public information or unlisted property may LLMs crawl?
- Is your legacy messaging leaving a digital hint that misaligns with present technique?
AI-narrated model:
- What occurs if you ask ChatGPT, “What’s [your company]?”
- Are your responses correct, differentiated, and favorable?
An AI-aware technique enables you to reclaim management
To handle all 4 quadrants, Myriam encourages enterprise groups to:
Create machine-readable model narratives utilizing structured content material, citations, and schema throughout all of your core content material. Then it’s a matter of monitoring LLM solutions and SERP summaries for model accuracy, you want
Lastly, it’s essential to construct partnerships with high-authority sources that feed each search outcomes and coaching information (e.g. ).
Key takeaways
- Your model lives throughout 4 layers: Recognized, Latent, Shadow, and AI-Narrated.
- AI fashions synthesize these layers to construct what customers see—and imagine.
- You need to audit all layers, establish misalignments, and feed the programs higher information.
- The Model Management Quadrant offers enterprise groups a sensible strategy to see and steer their narrative in actual time.
The Model Management Quadrant reveals the total complexity of managing model notion within the AI age—from structured property (Recognized Model) to algorithmically generated solutions (AI-Narrated Model).
To handle this, you want greater than dashboards, you want orchestration. That’s what Semrush Enterprise and AI Optimization (AIO) ship.
- AIO offers you visibility: how your model seems in search, what’s being mentioned in social, what AI is inferring from shadow property, and the way you’re represented in zero-click summaries.
- It helps you align structured information, third-party mentions, and inner assets, to show fragmented impressions right into a unified narrative.
- It identifies model inconsistencies, highlights rising dangers, and measures your AI presence in actual time, so you’ll be able to act earlier than misperceptions take maintain.
Semrush Enterprise doesn’t simply present instruments. With AIO, it turns into your strategic system for narrative management, visibility administration, and AI-era model authority.
As a result of on this new actuality, model isn’t simply what you say. It is also what AI says. And AIO helps you unite and lead each tales.
