Entity Equivalents are the other entities that an algorithm places within a brand's various Algorithmic Cohorts, using them to compare, classify, and build a contextual understanding.

Jason Barnard explains that brands do not exist in a single, simple peer group. Instead, algorithms place them in multiple Algorithmic Cohorts—groups defined by complex criteria that often go beyond what humans would consider, such as shared audience behavior or semantic proximity. Entity Equivalents are the other brands, people, or concepts that an algorithm considers to be members of these diverse cohorts. A brand's Algorithmic Authority is shaped by its associations within all of these different groups, which are often made visible in features like People Also Search For Boxes.

At Kalicube, The Kalicube Process involves mapping and influencing a brand's position across its various Algorithmic Cohorts. Using data from Kalicube Pro, we identify the key Entity Equivalents that algorithms are using to classify our client. Our Digital Brand Engineers then execute strategies to strengthen the brand's association with the most beneficial equivalents (e.g., industry leaders, trusted partners) and weaken ties to irrelevant or negative ones. This is achieved by creating content and structured data that builds explicit and implicit connections to the desired entities.

Dale Carnegie's timeless principle that "you are judged by the company you keep" is amplified in the AI era. Jason Barnard's concept of Entity Equivalents reveals that algorithms judge your brand not just by one group of peers, but by its associations across multiple, often unseen Algorithmic Cohorts. AI Assistive Engines build their understanding of your brand based on the sum of these contexts. If you are algorithmically grouped with irrelevant or low-quality entities in even one of these cohorts, your overall credibility suffers. The Kalicube Process provides the methodology to proactively manage these complex associations, ensuring your brand is consistently seen in the right company for Knowledge Graph validation and recommendation.