Discussion Co-occurrence Brand Positioning AI Search

What is co-occurrence in AI search and why does it matter what brands I'm mentioned alongside?

BR
BrandStrategist_Mike · Brand Strategy Manager
· · 86 upvotes · 9 comments
BM
BrandStrategist_Mike
Brand Strategy Manager · January 5, 2026

Noticed something interesting when testing our AI visibility.

When people ask ChatGPT about our product category, we’re consistently mentioned alongside budget-tier competitors. Never with the premium brands.

The problem:

We’re actually a mid-to-premium product. But AI groups us with budget alternatives.

Example query: “What are the best [category] options?”

AI responds: “Top options include [Premium Brand A], [Premium Brand B], and [Premium Brand C]. For budget alternatives, consider [Our Brand], [Budget Brand X], [Budget Brand Y].”

Questions:

  1. What is this co-occurrence phenomenon?
  2. Why is AI grouping us this way?
  3. Can we influence which brands we’re mentioned alongside?
  4. How important is this for positioning?
9 comments

9 Comments

ES
EntityExpert_Sarah Expert Entity & Positioning Consultant · January 5, 2026

This is a critical brand positioning issue. Let me explain co-occurrence.

What co-occurrence is:

AI learns which entities are associated based on how they appear together in training data. If your brand frequently appears in:

  • “Budget alternatives to [Premium Brand]”
  • “Affordable options like [Your Brand]”
  • “Low-cost solutions including [Your Brand]”

AI learns: “[Your Brand] = budget tier”

Why it happens:

  1. Historical content - Old articles positioning you as budget
  2. Competitor content - Competitors calling you budget alternative
  3. Review sites - Being listed in “affordable” categories
  4. User discussions - Forums discussing you as cheap option

Why it matters:

Co-occurrence GroupUser PerceptionConsideration Set
Premium brandsPremium productPremium buyers
Mid-tier brandsStandard productBroad buyers
Budget brandsBudget productPrice-conscious

AI is shaping your perceived market position.

The good news:

Co-occurrence can be influenced. It takes time but is possible.

BM
BrandStrategist_Mike OP · January 5, 2026
Replying to EntityExpert_Sarah
How do we actually change which group AI puts us in?
ES
EntityExpert_Sarah · January 5, 2026
Replying to BrandStrategist_Mike

Here’s the strategy for shifting co-occurrence:

1. Content strategy:

  • Create content explicitly positioning yourself alongside desired brands
  • “[Our Brand] vs [Premium Brand A]: Full Comparison”
  • “How [Our Brand] Compares to [Premium Brand B]”
  • Avoid content that groups you with budget alternatives

2. PR strategy:

  • Seek coverage that mentions you with premium peers
  • Target publications that cover premium products
  • Position press releases to imply premium tier

3. Review site strategy:

  • Ensure you’re listed in appropriate categories
  • Request category corrections where misplaced
  • Build reviews that emphasize premium features

4. Avoid reinforcing budget positioning:

  • Don’t lead with “affordable” messaging
  • Don’t create “budget alternative” content yourself
  • Don’t participate in budget-tier comparisons

Timeline:

3-6 months minimum for meaningful co-occurrence shift. AI updates based on new data, but slowly.

Tracking:

Am I Cited shows which brands appear alongside yours. Track this monthly.

CL
CompetitiveIntel_Lisa Competitive Intelligence Lead · January 5, 2026

Competitive analysis perspective on co-occurrence.

How to diagnose co-occurrence:

  1. Run 20-30 category queries in ChatGPT and Perplexity
  2. Note which brands appear with yours
  3. Track patterns: Are you consistently grouped with certain brands?

What the patterns reveal:

If You’re Grouped WithAI Perceives You As
Market leadersStrong competitor
Similar-tier brandsPeer/alternative
Budget optionsBudget alternative
Legacy brandsEstablished but maybe dated
InnovatorsInnovative/cutting-edge

Why competitors matter:

If AI sees you as “[Premium A], [Premium B], and [Your Brand]” vs “[Budget X], [Budget Y], and [Your Brand]” - that’s completely different positioning.

The competitive content problem:

Sometimes competitors create content positioning you as budget:

  • “Affordable alternatives to [Premium Brand], like [Your Brand]”
  • “[Your Brand] review: Budget option for price-conscious buyers”

You can’t control this, but you can create counter-content.

CT
ContentStrategist_Tom Expert · January 4, 2026

Content strategy for co-occurrence.

The comparison content approach:

Create comparison content that positions you correctly:

Good for premium positioning:

  • “[Your Brand] vs [Premium Leader]: Which is Right for You?”
  • “Comparing [Your Brand] to Top Premium Options”
  • “[Premium Feature] Comparison: [Your Brand] vs Competitors”

Avoid for premium positioning:

  • “Affordable Alternatives to [Premium Brand]”
  • “Budget-Friendly Options Like [Your Brand]”
  • “[Your Brand]: The Low-Cost Solution”

The messaging audit:

Check ALL your content for positioning signals:

  • Do you emphasize “affordable” or “value”?
  • Do you compare yourself to budget brands?
  • Does your messaging imply premium or budget?

Realigning messaging:

Instead of: “Affordable solution for small businesses” Try: “Enterprise-grade solution accessible to growing teams”

Same value prop, different positioning.

PR
PRDirector_Rachel · January 4, 2026

PR perspective on co-occurrence.

How press shapes co-occurrence:

AI learns from news articles, industry publications, and press coverage. If press consistently groups you with certain brands, AI adopts that grouping.

PR strategies for positioning:

1. Target premium-tier publications:

  • Publications that cover premium products
  • Avoid exclusively budget-focused outlets
  • Seek features, not just listicles

2. Craft positioning-aware releases:

  • Mention desired competitive context
  • “Joining [Premium Brands] in offering…”
  • “Competing with leaders like [Premium Brand]…”

3. Analyst relations:

  • Brief analysts on correct market position
  • Analyst reports influence AI significantly
  • Correct mispositionings in analyst views

4. Award submissions:

  • Target premium category awards
  • Industry recognition shapes perception
  • “Award-winning alongside [Premium Brand]”

The timeline:

PR-driven co-occurrence shift takes 4-8 months. AI needs to see new associations repeatedly.

PA
ProductMarketing_Amy · January 4, 2026

Product marketing perspective.

Why positioning drift happens:

Your actual market position might have evolved, but:

  • Old content still positions you as budget
  • Historical reviews maintain old perception
  • Pricing changes weren’t reflected in content

The positioning audit:

Content ElementBudget SignalsPremium Signals
Homepage headline“Affordable”“Enterprise-grade”
Pricing page“Budget-friendly”“Investment in quality”
Features“Basic”“Comprehensive”
Case studiesSmall businessesEnterprise clients
Testimonials“Cheap”“Worth the investment”

Realignment checklist:

  • Update all “affordable” messaging
  • Refresh outdated case studies
  • Feature premium client logos
  • Emphasize premium features
  • Create premium-tier comparison content
  • Update review site profiles

The comprehensive approach:

Co-occurrence shift requires alignment across ALL touchpoints.

DC
DataAnalyst_Chris · January 3, 2026

Data perspective on tracking co-occurrence.

How to measure co-occurrence:

Manual approach:

  1. Run 30 category queries
  2. Document which brands appear with yours
  3. Calculate co-occurrence frequency

Example output:

BrandAppears with YouTimes
Premium A6/3020%
Premium B4/3013%
Budget X18/3060%
Budget Y15/3050%

This shows budget co-occurrence dominates.

Am I Cited approach:

Automated competitor co-occurrence tracking shows:

  • Which brands appear with you
  • Frequency patterns
  • Trend over time

What to track monthly:

  • Co-occurrence ratio: Premium brands vs budget brands
  • Trend: Is premium co-occurrence increasing?
  • Position: When mentioned with premium, what position?

Target metric:

Increase premium co-occurrence from 15% to 40%+ over 6 months.

BM
BrandStrategist_Mike OP Brand Strategy Manager · January 3, 2026

This explains so much. Summary of what I learned:

The problem:

AI has learned to group us with budget brands based on:

  • Old content positioning us as “affordable”
  • Competitor content calling us budget alternative
  • Historical coverage in budget-focused publications

The impact:

Wrong co-occurrence = wrong consideration set = wrong customers.

The fix:

Content changes:

  • Remove “affordable” messaging
  • Create comparisons with premium brands
  • Stop budget-tier content

PR changes:

  • Target premium publications
  • Position in releases alongside premium brands
  • Analyst briefings on correct positioning

Tracking:

  • Monitor co-occurrence monthly with Am I Cited
  • Track premium vs budget co-occurrence ratio
  • Target: Premium co-occurrence from 15% → 40%

Timeline:

3-6 months for meaningful shift. This is strategic repositioning.

Thanks everyone - now I understand why this matters.

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Frequently Asked Questions

What is co-occurrence in AI search?
Co-occurrence refers to which brands or entities AI mentions together in responses. AI learns associations from how brands are discussed together across the web, affecting how it groups and positions you relative to competitors.
Why does co-occurrence matter for brand positioning?
The brands AI mentions alongside yours shapes perception. Being grouped with premium brands positions you as premium. Being grouped with budget alternatives positions you as budget. Co-occurrence influences how users perceive your market position.
Can you influence your co-occurrence?
Yes, through strategic content and PR. Create content positioning yourself with desired peers. Seek coverage that mentions you alongside aspirational competitors. Avoid content that groups you with undesired alternatives. This takes time but is possible.
How do you track co-occurrence?
Run queries related to your category and note which brands appear together. Am I Cited tracks competitor co-occurrence automatically. Look for patterns - which brands are you consistently grouped with, and is that the positioning you want?

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