"In 2024 Gokcen Karaca, the head of digital and design at Pernod Ricard, was surprised to learn that two-thirds of Gen Zers and more than half of Millennials had started using large language models (LLMs) to research products."
"So he teamed up with the digital marketing services agency Jellyfish to analyze how the leading AI models represented his brands."
"The findings dismayed him. LLM data was often incomplete or incorrect. One popular AI model, for instance, miscategorized Ballantine's Scotch whiskey, an affordable mass-market offering, as a prestige product."
Gokcen Karaca, head of digital and design at Pernod Ricard, discovered in 2024 that large portions of Gen Z and Millennial consumers used LLMs for product research. He initiated a formal analysis with digital agency Jellyfish to evaluate how leading AI models portrayed Pernod Ricard brands. The analysis revealed frequent inaccuracies and gaps in LLM outputs. Specific errors included misclassifying Ballantine's Scotch as a prestige product despite its mass-market positioning. The inaccuracies pose risks to brand perception and indicate a need for active monitoring, correction of AI outputs, and better alignment between brand positioning and AI-generated information.
Read at Harvard Business Review
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