---
id: "quote-competing-for-recall"
type: "quote"
source_timestamps: ["§ AI Recommends What It Can Interpret"]
tags: ["competition", "discovery"]
related: ["concept-ai-recall-share"]
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"
---
# Competing for recall in AI

> "In AI environments, brands compete to be recalled as candidates in the model's recommendation process. Most brands are not built for that."

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

The core reframing behind [[concept-ai-recall-share|AI recall share]]: the competitive arena has moved from human memory to model retrieval.