Gaps translate measurement into meaning. A gap is a specific failure mode: missing claim, weak proof, wrong category, or a conversation a competitor effectively owns in AI answers.
Types you will see
- Message gaps — your story is absent or incomplete.
- Proof gaps — claims without evidence models can latch onto.
- Competitor-owned conversations — models default to someone else.
- Misrepresentation — you appear, but the narrative is off-brand or outdated.
Every serious gap should either become a loop or be explicitly deferred.