In this episode of The Visibility Brief, Yext SVP of Marketing Rebecca Colwell sits down with Chief Data Officer Christian Ward to unpack something many marketing leaders are quietly feeling: the way we’ve measured visibility for the last 20 years isn’t working the way it used to.

Impressions spike and dip without reason. Rankings change by the second. Clicks are disappearing. And as AI models fragment search across multiple platforms, the idea of a single, stable “position” is starting to disappear.

So if rank isn’t reliable, and clicks don’t tell the full story, how should marketers measure performance in an AI-driven world?

Drawing on the latest Yext Research and a new competitive scoring model inspired by Elo rankings, Rebecca and Christian explore how visibility should be measured going forward — and why the brands that win will be the ones that understand competition, context, and consistency, not just position.

The episode breaks down:

Why AI literacy is becoming a competitive advantage
What model fragmentation means for brand visibility
Why being “chosen” matters more than ranking#1
How Elo-style competitive scoring reframes measurement
Why having more local competitors raises the stakes for your data
Why structured, consistent data remains foundational

If you’re a marketing leader trying to make sense of fluctuating rankings and disappearing clicks, this episode will help you rethink visibility — and build a more resilient way to measure success in a world where AI sits between you and your customer.