Here’s an uncomfortable conversation no one wants to have with their CMO.

When AI visibility became the next big metric to chase, most marketing leadership did what felt instinctively logical: handed it to the SEO team. Rankings, citations, mentions — that’s what SEOs do, right?

Wrong instinct. And in this episode, Miruna explains exactly why.

LLM visibility isn’t a ranking problem. It’s a brand perception problem. When you audit why your company isn’t being cited by AI, what you often don’t find isn’t a technical gap — it’s a positioning gap. A signal that the market doesn’t fully understand who you are, what you’re best at, or why you matter. That’s not something an SEO team fixes with an outreach campaign and a few listicles. That’s a CMO problem. Or — as Mordy points out — a CEO problem, because the CMO is usually just absorbing pressure from above.

Miruna shares a candid example from Planable’s own experience: their LLM audit didn’t reveal a citation problem. It revealed that the market still perceived them as a niche collaboration tool, not the fully equipped platform they’d since become. The SEO team was never supposed to fix that. It was always a brand repositioning conversation that no one had escalated to the right level.

Laura Little, founder of the British Chick Marketing Agency, joins to answer the question that makes a lot of org charts uncomfortable: if LLM visibility is just a symptom of brand visibility, then who should actually own it?