What it changes for you
Open weights mean your category can be answered by a model running on someone else's server with no analytics trail back to you, so citation visibility gets harder to measure and more important to earn. The practical response is the same as for any reasoning model, publish clear, factual, well-structured pages that survive being retrieved and summarised out of context. Assume a slice of your buyers are asking a model nobody is monitoring.
Where buyers meet this model
Buyers rarely meet gpt-oss-120b in a branded consumer chat app. They encounter it inside products built on top of it, self-hosted assistants, internal copilots and agent tooling, and through the inference platforms that serve the open weights, which means your brand can surface in answers generated by software you will never see a logo for.