In response to increasing demand for AI search expertise, agencies are forming specialized units to assist clients. Companies like Jellyfish, Wpromote, and Kepler have introduced or expanded AI search services, focusing on how LLMs such as ChatGPT interpret brands. Haleon is evaluating the presence of its products within large language models. As consumers shift from traditional search engines to AI tools, brands must adapt to these changing search dynamics to remain effective in reaching customers.
Rising demand among marketers for AI search expertise drives agencies to create specialist units to assist clients in understanding technology's impact on consumer habits.
Media shops like Jellyfish, Wpromote, and Kepler have launched AI search services to gauge how LLMs like ChatGPT perceive brands in search results.
Haleon is measuring how Meta's Llama model represents its brands, with an emphasis on understanding consumer perception shaped by LLMs.
With more than 35% of Americans using ChatGPT regularly, marketing adjustments are necessary to respond to shifts in consumer search behavior.
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