In a recent LinkedIn post, Mariam Gogidze challenges traditional marketing metrics, proposing a new framework called “Share of Model” to address the evolving digital landscape where AI and bots increasingly dominate web traffic. Gogidze argues that the long-standing metric of “share of voice” is becoming obsolete as the internet’s audience shifts away from being primarily human.
The Obsolescence of ‘Share of Voice’
For decades, marketing success was often measured by “share of voice” – essentially, how much a brand contributed to the overall noise in its market. This metric rewarded volume and presence, assuming that a louder voice would capture consumer attention and mindshare. However, Gogidze points out that this approach is fundamentally flawed in today’s environment.
“most of the web is no longer human. 57.4% of all web traffic is now bots and AI agents. people are the minority.”
Citing data from Cloudflare, Gogidze highlights a critical statistic: as of June 2026, over 57% of web traffic consists of bots and AI agents. This means that even the most prominent brand presence might be reaching an audience that is largely non-human and indifferent to sheer volume. As Gogidze states:
“you can have the loudest ‘voice’ in your market and be shouting into a room that’s mostly machines — machines that don’t care how loud you are. they care whether you’re worth referencing.”
Introducing ‘Share of Model’
To counter this shift, Gogidze introduces “Share of Model.” This new metric focuses on a brand’s presence within AI-generated answers. Instead of measuring impressions or reach, it quantifies how often a brand is mentioned or referenced when an AI is queried about a product or service within its category.
The Mechanics of ‘Share of Model’
Gogidze explains that “Share of Model” is fundamentally different from “Share of Voice.” While Share of Voice is often temporary and dependent on continuous spending (rented), Share of Model is earned and cumulative.
“share of model is earned. it compounds, and it’s sticky, because the machine learns to trust the same sources over and over.”
This earned authority means that AI systems, much like human experts, develop trust in reliable sources over time. As Gogidze puts it, “Share of voice rewards the loud. Share of model rewards the *referenced*.” This paradigm shift suggests that companies should focus on becoming the definitive answer rather than just increasing their visibility.
Building Authority for the AI Age
Gogidze connects this concept to her career, which has involved building personal and company authority. She asserts that the asset of the next decade is not attention, but being referenced. Companies that grasp this will prioritize becoming the go-to source of information for AI, rather than simply trying to be everywhere.
The core message is a call to action for marketers and businesses: stop focusing on the volume of your voice and start working to be the referenced answer. Gogidze invites feedback on whether “Share of Model” is a useful concept for navigating the future of marketing.
📝 About This Content
This article is based on insights shared by Mariam Gogidze on LinkedIn.
📅 Originally posted on July 14, 2026 | View original post on LinkedIn →