Map one commercial topic across five buyer-question forms.
How to Own a Topic in ChatGPT: Lessons from 50,000 Brands
One favorable ChatGPT answer says little about visibility across a buying decision. This keynote helps brand and content leaders map a topic across buyer questions, measure consistency, and choose where to focus their content effort.
Funded, not free. Semrush funds Fernando's research and stage time, so there is no fee to the event. Engagements are selected on audience fit rather than budget. Travel and logistics are discussed once an event is confirmed.
Business decisionDistinguish an isolated prompt win from topic-level visibility
Audience outcomeA repeatable five-prompt topic map
Research baseThe Semrush ChatGPT Topic Authority Study
AdaptationPrompt sets matched to the room's buyer journey
What changes after the session
Apply the study's operational ownership threshold correctly.
Find an unsettled topic without assuming permanent ownership.
A framework the room can use
Valuable for
Category leaders, brand teams, content executives, and market-intelligence teams.
Framework
Five-prompt topic map and ownership threshold.
Use this after the keynote to
build a representative buyer-question set, measure consistency, and choose an open topic to pursue.
The room leaves with
A repeatable way to distinguish an isolated prompt win from defensible topic-level visibility.
Three decisions, shown clearly
Three illustrative slides showing the visual direction for this keynote. The final deck is developed and adapted to your event.
How the argument develops
- Replace one lucky prompt with a buyer-question cluster.
- Inspect category-level findings and the owner threshold.
- Choose a representative cluster and track it repeatedly.
Research foundation
ChatGPT Topic Authority Study
Scope: More than 50,000 brands across 1,094 US categories, using five prompts per category in ChatGPT from January through June 2026. Clear owners were assessed across month-over-month comparisons.
Evidence boundary: A clear owner appeared in at least four of five prompts and led the runner-up by at least five percentage points. The 90.4% retention finding is observed month-over-month stability. It does not prove ownership caused retention and is not a guarantee of future stability.
Source
Review the original study and its methodology to assess how the findings apply to your audience.
Read the primary sourceWho this keynote is for
A good fit for
Marketing leaders deciding which topics their brand should be known for in ChatGPT and other AI answers.
What it does not cover
A promise of permanent leadership. The session shows how to measure visibility across a useful set of buyer questions, not a single prompt.
Research built for a live room
Speaker
View speaker profileFernando Angulo
I research how people, and increasingly AI systems, discover, evaluate, and choose brands, then turn that evidence into decisions marketing leaders can defend.
Senior Market Research Manager at Semrush, an Adobe company
Organizer resources
No email is required. The PDF is approximately 2.0 MB and includes approved bios, keynote topics, audience fit, formats and languages, selected appearances, contact details, and press-photo access.
Questions before you shortlist the talk
Does topic ownership mean a brand will stay visible?
No. Ownership is the study's operational label for a measured pattern during a defined period, not a permanent position or a guarantee.
How is the session adapted for an event?
The decision, examples, audience seniority, market context, and evidence boundaries are reviewed before delivery. The core research claims remain sourced.
Compare the next decision
Help your audience choose which topic to build authority in.
Share your audience, event date, and the decision you want the session to help them make.
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