Explicit, Implicit, and Ambient Research
Explicit, Implicit, and Ambient Research
coined by Jason Barnard in 2025.
Factual definition
Explicit, Implicit, and Ambient Research is a model that describes the three primary ways users discover and evaluate brands in the AI era: Explicit (actively searching by name), Implicit (encountering a brand during topic-based exploration), and Ambient (passively being exposed to a brand in AI-powered environments).
Jason Barnard definition of Explicit, Implicit, and Ambient Research
Jason Barnard developed this model to map the fragmented modern customer journey. It defines the three distinct modes of brand discovery in an AI-driven world. Explicit Research is the bottom-of-the-funnel act of a user actively searching a brand by name to perform due diligence. Implicit Research occurs at the top and middle of the funnel when a user discovers a brand during a broader, topic-based query. Ambient Research happens before the funnel even begins, where a user is passively exposed to a brand that an AI Assistive Engine proactively suggests in an unrelated context (e.g., a name appearing in an email autocomplete).
How Jason Barnard uses Explicit, Implicit, and Ambient Research
At Kalicube, this model provides the strategic roadmap for The Kalicube Process. Our methodology is sequenced to master each research mode in order. We begin by securing the bottom of the funnel, optimizing our client's Brand SERP and AI Résumé to win at Explicit Research. We then expand our focus to the top and middle of the funnel, building Topical Authority to ensure the client is discovered during Implicit Research. The long-term goal is to build such a high degree of Entity Maturity that AI Assistive Engines proactively surface the brand in moments of Ambient Research, achieving true Top of Algorithmic Mind.
Why Jason Barnard perspective on Explicit, Implicit, and Ambient Research matters
For over a century, marketers have used the linear AIDA model - developed by advertising pioneer E. St. Elmo Lewis - to map the customer journey. This model (Attention, Interest, Desire, Action) provided a simple, straight-line path for guiding customers. Jason Barnard's Explicit, Implicit, and Ambient Research model is the essential update for the chaotic, AI-driven world. The journey is no longer a straight line; it's a fragmented landscape of conscious (Explicit), contextual (Implicit), and passive (Ambient) discovery moments. AI Assistive Engines are now the primary navigators of this new landscape. A brand that only optimizes for one mode - like focusing only on bottom-of-funnel ads for Explicit Research - will be invisible at the critical discovery and consideration stages. A truly effective digital strategy must be engineered to surface the brand at every point where modern research now occurs.
Posts tagged with Explicit, Implicit, and Ambient Research
From SEO to Algorithmic Education: The Roadmap for Long-Term Brand Authority
From SEO to Algorithmic Education: The Roadmap for Long-Term Brand Authority Published on Search Engine Land December 11, 2025 by Jason Barnard Learn the multi-speed approach that strengthens entity identity, builds algorithmic confidence,...
The Three AI Research Modes Redefining Search - And Why Brand Wins
The Three AI Research Modes Redefining Search - And Why Brand Wins Published on Search Engine Land November 18, 2025 by Jason Barnard With AI-driven discovery, brand strength is key. Learn what it...
SEO in the Age of AI: Becoming the Trusted Answer
SEO in the Age of AI: Becoming the Trusted Answer Published on Search Engine Land September 05, 2025 by Jason Barnard Educate AI engines with clarity, credibility, and consistency, build...
The Invisible Risk: When AI Defines Your Brand Without You
Published on jasonbarnard.com June 19, 2025 by Jason Barnard In the age of generative AI and ambient computing, your brand is being defined, interpreted, and recommended by machines that never asked for your...
Entity and search/AI glossary: Jason Barnard’s foundational lexicon for the new digital (AI) era
I’m Jason Barnard. I started working on Brand SERPs and the Knowledge Graph in 2012 - before most marketers had even heard the word “entity.” Before AI, before ChatGPT, before...
Online Reputation in the AI Era: Why Explicit, Implicit and Ambient Research All Matter - And What To Do About It
Online Reputation in the AI Era: Why Explicit, Implicit and Ambient Research All Matter - And What To Do About It Published on kalicube.com May 10, 2025 by Jason Barnard...
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