---
id: "quote-ai-favors-attributes"
type: "quote"
source_timestamps: ["§ AI Recommends What It Can Interpret"]
tags: ["core-thesis"]
related: ["concept-interpretable-brand"]
speaker: "John Gale, Luca Cian and Luc Wathieu"
speakers: ["John Gale", "Luca Cian", "Luc Wathieu"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-new-25-get-ai-to-surface-your-brand"
sourceUrl: "https://hbr.org/2026/06/how-to-get-ai-to-surface-your-brand"
sourceTitle: "How to Get AI to Surface Your Brand"
---
# AI favors attributes and evidence

> "AI systems favor brands that can be translated into attributes and evidence, brands whose value can be articulated clearly in response to a user's query."

— [[entity-john-gale|John Gale]], [[entity-luca-cian|Luca Cian]] & [[entity-luc-wathieu|Luc Wathieu]]

This is the compressed statement of the article's thesis and the definition-in-motion of an [[concept-interpretable-brand|interpretable brand]].