---
id: "entity-david-dubois"
type: "entity"
entityType: "person"
canonicalName: "David Dubois"
aliases: []
source_timestamps: ["¶2"]
source_url: "https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimize-your-brand-for-llms"
source_title: "Forget What You Know About Search. Optimize Your Brand for LLMs."
tags: ["author", "academic", "marketing"]
related: ["entity-john-dawson", "entity-akansh-jaiswal", "entity-jellyfish"]
speakers: ["David Dubois"]
sources: ["geo"]
isSpeakerEntity: true
---
## Segment 3 — geo

## Article 10 — a010

# David Dubois

**David Dubois** is the lead-byline co-author of the HBR source and its academic/strategic voice — a marketing scholar providing the theoretical framing (consumer-journey shift, attention-vs-[[concept-resolution-optimization|resolution]] mechanics) that complements the agency-practitioner perspective of his co-authors at [[entity-jellyfish-d3|Jellyfish]], [[entity-john-dawson|John Dawson]] and [[entity-akansh-jaiswal|Akansh Jaiswal]].

**Role in the source:** frames the article's central thesis — that product discovery is migrating from search to generative AI, demanding a pivot to [[concept-share-of-model-d10|Share of Model]]. 

**Attributed contributions (jointly authored, so shared with both co-authors):**
- The article thesis and the reframe 'from persuasion to precision' — [[quote-marketing-paradigm-shift]]
- The dialogue-not-search claim — [[quote-journey-starts-with-dialogue]] / [[claim-dialogue-replaces-search]]
- The 'no page two' binary-visibility claim — [[quote-no-page-two]] / [[claim-no-page-two-in-llms]]
- The resolution-over-attention insight — [[quote-resolution-over-attention]] / [[claim-llms-optimize-for-resolution]]
- The [[framework-human-ai-awareness-matrix|Human-AI Awareness Matrix]] and [[framework-three-prong-ai-perception|Three-Prong Lens]].

## Article 29 — a029

# David Dubois

**Type:** Person · **Role in source:** Co-author / lead voice

**Profile:** David Dubois is a marketing academic (Associate Professor of Marketing at INSEAD) whose work centers on digital, social-media, and luxury-brand marketing. He is the recognizable byline lead on this Harvard Business Review article ([[entity-org-harvard-business-review-d3]]).

**Role in this source:** Co-author of the article and its two original experiments; he co-develops the argument that AI flattens the luxury hierarchy and prescribes the [[framework-ai-4ps]].

**Attributed contributions (jointly authored with co-authors):**
- Experimental finding that AI ignores/penalizes implicit cues — [[claim-ai-ignores-implicit-cues]]
- The luxury-hierarchy-flattening finding — [[claim-luxury-hierarchy-flat]]
- The model-idiosyncrasy / Van Gogh WTP finding — [[claim-model-idiosyncrasy]]
- The third-party citation-dominance finding — [[claim-third-party-dominance]]
- The [[framework-ai-4ps]] and the [[concept-ai-context-strategy-brief]]
- Key quotes: [[quote-algorithms-read-between-lines]], [[quote-luxury-hierarchy]], [[quote-cultural-worlds]]

Attribution is shared across all four co-authors ([[entity-allison-r-hess]], [[entity-john-dawson]], [[entity-akansh-jaiswal]]).