Are In-House AI Brand Agents the Key to Winning Brand Visibility in the Age of AI Search? If your brand isn't showing up in AI-generated answers, it doesn't exist — there is no "page two" on ChatGPT. As AI replaces traditional search and agentic AI begins to reshape how consumers buy, not just how they browse, the brands that thrive will be the ones that stop optimizing for search engines and start optimizing for large language models (LLMs). The strategic shift: from SEO to SOM — Share of Model. In this episode, brand strategist and thought leadership coach Joanne Z. Tan breaks down exactly how brands can reclaim visibility, authority, and purchasing influence in the AI age — starting with one of the most powerful moves available: deploying in-house AI brand agents. To read it as a blog  To watch it as a 13-min video  What You'll Learn in This Episode What Is "Share of Model" — and Why It Replaces SEO Discover why Harvard Business Review identifies SOM (Share of Model) as the new metric for brand visibility, how it differs from traditional share of search, and why LLMs reward problem-solving over keyword density. How In-House AI Brand Agents Give You the Competitive Edge Learn why in-house AI brand agents outperform general-purpose consumer agents like ChatGPT — with deeper product data, human-in-the-loop capabilities, and responsible AI practices that build consumer trust. Three Stages of Agentic AI Adoption for Brand Leaders Understand when and how to deploy AI agents across low-stakes and high-stakes customer journeys, and how to position your brand agent as the trusted guide — not a competitor's gateway. Practical Strategies to Influence AI Results From educating LLMs with accurate brand content, to LLMS.TXT formatting, to app integration strategies — this episode gives brand leaders a concrete playbook for influencing both owned and third-party AI agents. This Episode Is for You If You are a founder, CEO, CMO, or senior brand leader who is asking: Why is my brand invisible in AI search results? How do I compete when consumer agents recommend my competitors? What is the business case for building an in-house AI brand agent? How do I future-proof my brand against agentic AI disruption? Take the Next Step Ready to lead AI search — not chase it? 10 Plus Brand helps organizations build SOM-optimized content strategies and in-house AI brand agent frameworks that keep your brand visible, authoritative, and competitive as AI reshapes discovery and purchasing. Contact Joanne's team at AIXD.world to learn how we are building Share of Model strategies for forward-thinking brands right now. 👉 Subscribe to our FREE Newsletter for more insights. 👉 If you need to discuss 1:1, please use the contact form on the website. Thank you. About the Author and Host Joanne Z. Tan is the Founder and CEO of 10 Plus Brand, Inc. — a globally recognized brand strategist, thought leadership coach, and AI experience design pioneer. She helps founders, CEOs, executives, and organizations decode their Brand DNA and evolve into powerful, AI ready, future-ready brands in the AI age. Trained in law and business with a liberal arts foundation from Brandeis University, Joanne brings a rare multidisciplinary lens to brand strategy — spanning business modeling, content architecture, AI experience design (AIXD), go-to-market strategy, and culture. A former journalist and award-winning photographic artist, she is also a poet, writer, and wilderness backpacker. © Joanne Z. Tan, 2026. All rights reserved.