Framework
Paid, Owned, and Earned Across the AI Layer
The same three-channel framework that governed digital marketing now governs AI visibility. Most brands are ignoring all three at the AI layer — and a less credible source is filling the vacuum.
How it works
- 1Paid: Connected TV ads, programmatic spend, and paid placements all feed signals into AI systems.
- 2Owned: Your website, FAQs, schema markup, and YouTube captions contribute to how LLMs read and cite your brand.
- 3Earned: Podcasts, PR, influencer content, and press create citations inside AI systems. Podcast transcripts are among the cleanest training data available.
- 4Most players in AI visibility only address owned — and even then, only through push-to-publish shortcuts already getting penalized.
- 5Emberos maps all three channels into a unified Share of Prompt score.
Hear it on the podcast
The New SEO Is Happening Without YouListen to the episodeMore from this episode
The Share of Prompt FrameworkShare of Voice measured who talked about you. Share of Prompt measures whether AI recommends you — and it breaks into three distinct signals that each require different strategies.The Two InternetsThere is now a human-facing web and an AI-facing web. They are diverging fast. Most brands are only optimizing for one of them.
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