The Future of Brands in
AI Ecosystems
Francesco Porri, Managing Director of Fortop, analyses how Share of Model is becoming the new key KPI for companies.
Which digital marketing trends do you consider truly structural for the years ahead?
The genuinely structural trend is no longer just digital visibility, but the relevance of brands within AI ecosystems. In the coming years, companies’ success will depend on their ability to be understood, cited and recommended by answer engines such as ChatGPT, Gemini and Perplexity. The future belongs to those who can precisely interpret the new ways in which people ask questions.
How do you help your clients navigate the Web and its platforms to get the most out of them?
We help companies move from a reactive to a proactive approach. Our role is to map the dynamics and the sources LLMs draw on to process information. We identify conversation clusters and the needs being expressed, making sure the brand’s presence is authoritative and consistent with the new marketing flows. In short: we prepare brands to be the most relevant answer.
Which KPIs do you consider truly meaningful today, beyond vanity metrics?
We are in a deep transition phase. While the Share of Model is becoming a crucial metric, we cannot ignore established metrics such as qualified traffic. Our methodology weighs the balance between these dimensions: we monitor how conversational interaction shapes the customer journey and how traditional channels continue to generate value.
What sets you apart?
What sets us apart is the ability to turn complexity into actionable opportunities through data analysis. In a market shifting from keyword-based search to deeper-intent search, our value lies in decoding these flows. We offer a competitive advantage built on numerical evidence, enabling brands to position themselves correctly where the AI formulates its answers.
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