How to be recalled by humans and retrieved by machines. Your consumer hasn’t changed. The way they discover and choose between brands has.

We recently hosted a global webinar in conversation with HSBC and OH-SO Digital, where we explored how brands today must be built for two brains: the human on – which remembers, and the machine one – which retrieves.

Our host, Matt Boffey, Chief Strategy Officer UK & Europe at Design Bridge and Partners, was joined by HSBC’s Donata Peksa, Global Head of Brand Campaigns, and Hanna Katschker, Senior Strategist and RAIDAR.GEO Lead at OH-SO Digital.

The conversation delved into the expanding role of marketing to ensure a brand is remembered by people and referenced by AI, how being the definitive answer to a specific human need beats generic brand awareness, and why it’s now not only about measuring your share of mind, but your share of model.

For brands to win today, you must apply the same principles of distinctiveness and consistency for both human and machine audiences. Because when you optimise for AI visibility (share of model), you lift your share of mind at the same time.

Here’s what we learned:

1. 84% of AI citations come from earned media – what others say about your brand
2. 74% of marketers say AI visibility matters, but 74% don’t have a systematic approach to measure it
3. Over 44% citations come from a website page’s first 30% – so always lead with the answer
4. Over half of all cited articles are less than 12 months old – freshness and currency of content is key

Want to build your two-brain brand strategy? Get in touch to learn more at events@designbridge.com.