\#McKinsey — Blog — BrandGEO A Markdown version of this page is available at https://brandgeo.co/blog/tag/mckinsey.md, optimized for AI and LLM tools. \#McKinsey ============ 2 posts in #McKinsey Apr 21, 2026 [Brand Strategy](https://brandgeo.co/blog/category/brand-strategy) [Market Research](https://brandgeo.co/blog/category/market-research) [What McKinsey's 44% / 16% Numbers Really Mean for Your 2026 Marketing Plan](https://brandgeo.co/blog/mckinsey-44-16-numbers-2026-marketing-plan) --------------------------------------------------------------------------------------------------------------------------------------------------- Two numbers from McKinsey's August 2025 report have travelled further than any other statistic in the AI visibility conversation: 44% of US consumers use AI search as their primary source for purchase decisions, and only 16% of brands systematically measure their AI visibility. Those numbers appear on investor decks, in pitch emails, and at the top of almost every GEO article written since. Most of the time, they are cited without context. This post unpacks what the data actually measured, what it did not, and how a marketing team should translate the headline into a plan. Apr 18, 2026 [Brand Strategy](https://brandgeo.co/blog/category/brand-strategy) [Strategy & ROI](https://brandgeo.co/blog/category/strategy-roi) [The Cost of AI Invisibility: Modelling the Pipeline Impact of Being Missing](https://brandgeo.co/blog/cost-of-ai-invisibility-modelling-pipeline-impact) ----------------------------------------------------------------------------------------------------------------------------------------------------------- "What does it cost us to be invisible in ChatGPT?" is the question every CMO eventually asks, and the one most tools refuse to answer. The honest answer is that the model is straightforward — TAM, research-channel share, mention rate, and a conversion coefficient — but the inputs require work to defend. This post builds the model in full, runs a worked example for a mid-market B2B SaaS, and shows where the numbers turn brittle. You can copy the structure into a spreadsheet in about twenty minutes. Search Categories ---------- - [ All posts 64 ](https://brandgeo.co/blog) - [ AI Visibility 25 ](https://brandgeo.co/blog/category/ai-visibility) - [ SEO 20 ](https://brandgeo.co/blog/category/seo) - [ Tutorials 20 ](https://brandgeo.co/blog/category/tutorials) - [ Brand Strategy 11 ](https://brandgeo.co/blog/category/brand-strategy) - [ Industry Insights 10 ](https://brandgeo.co/blog/category/industry-insights) - [ Strategy & ROI 9 ](https://brandgeo.co/blog/category/strategy-roi) - [ Market Research 7 ](https://brandgeo.co/blog/category/market-research) - [ For Agencies 2 ](https://brandgeo.co/blog/category/for-agencies) - [ Product Updates 2 ](https://brandgeo.co/blog/category/product-updates) Tags ---- [\#Playbook](https://brandgeo.co/blog/tag/playbook) [\#AI Visibility](https://brandgeo.co/blog/tag/ai-visibility) [\#Framework](https://brandgeo.co/blog/tag/framework) [\#For CMOs](https://brandgeo.co/blog/tag/for-cmos) [\#For SEO Managers](https://brandgeo.co/blog/tag/for-seo-managers) [\#Citations](https://brandgeo.co/blog/tag/citations) [\#For Founders](https://brandgeo.co/blog/tag/for-founders) [\#GEO](https://brandgeo.co/blog/tag/geo) [\#LLM Monitoring](https://brandgeo.co/blog/tag/llm-monitoring) [\#Data Analysis](https://brandgeo.co/blog/tag/data-analysis) [\#Explainer](https://brandgeo.co/blog/tag/explainer) [\#Myth-Busting](https://brandgeo.co/blog/tag/myth-busting) [\#ChatGPT](https://brandgeo.co/blog/tag/chatgpt) [\#Content Strategy](https://brandgeo.co/blog/tag/content-strategy) [\#Digital PR](https://brandgeo.co/blog/tag/digital-pr) [\#Recognition](https://brandgeo.co/blog/tag/recognition) [\#Reddit](https://brandgeo.co/blog/tag/reddit) [\#Schema Markup](https://brandgeo.co/blog/tag/schema-markup) [\#Training Data](https://brandgeo.co/blog/tag/training-data) [\#Ai Brand Monitoring](https://brandgeo.co/blog/tag/ai-brand-monitoring) [\#AI Discoverability](https://brandgeo.co/blog/tag/ai-discoverability) [\#AI Overviews](https://brandgeo.co/blog/tag/ai-overviews) [\#B2B SaaS](https://brandgeo.co/blog/tag/b2b-saas) [\#Knowledge Depth](https://brandgeo.co/blog/tag/knowledge-depth) [ All 57 tags → ](https://brandgeo.co/blog/tags)