Naureen Mohammed
Lead Partner
Fractional CMO for
AI-era consumer choice
AI-Mediated Consumer Choice
AI is the new shelf. The Invisible Buyer now decides the three names it recommends. Being found is not the same as being chosen.
I’m the fractional CMO for AI-era consumer choice. Thirty years on both sides of the shelf: building brands at J&J and Unilever, and running the platforms that recommend them at Meta and Pinterest.
Brand-side and platform-side
For thirty years the shelf decided what got bought. Now an AI decides what gets recommended. Google returned ten blue links; an AI returns about three names. Most brands cannot see whether they are in that answer, let alone change it.
The pattern I see most often, and what changes when it is fixed.
- You rank on Google, but you are not in the AI's three-brand answer
- You do not know your recommendation share, or your Choice Gap
- Your category has an AI shelf, and no brand owns it yet
- You can prove media ROI, but not whether the machine recommends you
- The CEO has asked for an AI plan, and it has landed on you
- A clear read on your AI Visibility Score and your Choice Gap
- A plan to be recommended, not just found, across the engines that now shape choice
- Board-ready measurement that ties marketing to the commercial number
- A team structured for how discovery actually works now
- A calm partner who has seen this shift from both sides
UK CPG marketing leaders: CMOs, VPs and directors facing a category the AI is quietly rewriting.
Invisible on AI
Buyers ask ChatGPT or Gemini for a recommendation in your category, and your brand is not in the answer.
The board asked
The CEO wants an AI plan, the agency is circling, and it has landed on your desk with no map.
Growth stalled
You own the growth number, paid keeps getting dearer, and you cannot see where discovery has moved.
Thirty years, both sides of the shelf.
I have watched consumer choice move from the shelf, to the search bar, to the AI answer. And I have watched it from both sides.
I am Naureen Mohammed. For thirty years I have built consumer brands and run the platforms that recommend them, from Johnson & Johnson and Unilever to Meta and Pinterest, including Discovery Commerce for CPG.
I work on how AI systems decide which brands to name when a shopper asks. Every recommendation is earned or lost long before the answer appears.
- ¬30 years, both sides of the shelf
- ¬Brand-side: J&J, Unilever, Beiersdorf
- ¬Platform-side: Meta, Pinterest
- ¬London / United Kingdom
Now I help UK CPG marketing leaders win the Invisible Buyer: the AI that decides which brands get recommended. It is the one credential in this field you cannot acquire by reading.
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