---
id: "quote-media-evolution"
type: "quote"
source_timestamps: ["¶32"]
tags: ["media-history", "paradigm-shift"]
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"
---
# The evolution of media rewards

> "Mass media rewarded share of voice. Search rewarded relevance. Social media rewarded engagement. AI assistants reward interpretability: the ability of a brand's attributes and evidence to enable a machine to construct a credible recommendation."

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

The historical framing that positions [[concept-interpretable-brand|interpretability]] as the next era's reward function, succeeding share of voice, relevance, and engagement.