The market has moved faster than the operating model. Buyers ask AI for recommendations now, but most teams still manage discovery with tools built for pages, clicks, and campaigns.
The new visibility problem
AI-search visibility is not a single position. It is the relationship between prompts, answer language, cited sources, competitor framing, and follow-on behavior. That makes it harder to report with old dashboards but more important to manage deliberately.
What the operating model requires
Teams need a cadence for prompt capture, answer review, source planning, action assignment, and proof. The companies that build that muscle early will understand the market before the category narrative calcifies.