Brands Want To Know What LLMs Are Saying About Them, And This Startup Has Answers | AdExchanger

"It used to be enough for brands to just track what their human customers were saying about them. Now they need to know what LLMs are saying about them, too. At the same time, the rise of AI has sped up every factor of digital marketing. Campaigns can be designed and launched in a matter of minutes, and instead of looking at weeks- or months-old data, marketers want to see real-time insights."

"Spotlight's entire platform was actually built by AI agents - and that helps when having to make speedy product updates. "We don't want any humans touching the code," Spotlight CEO Michael Hermon told AdExchanger. If, for example, the Spotlight team were to wake up tomorrow morning and find that Google had changed something about AI mode in the UK, Hermon said, then "we have to immediately change the product to match that.""

"Spotlight also takes suggestions and makes those changes rapidly, said Cheil UK CEO Chris Camacho. One of Cheil's brand clients, for example, observed that it would be helpful to have a way to track how prompt results evolve over the course of weeks or months, Camacho said, rather than only getting a single "snapshot in time." So Spotlight created that feature. Brands can now generate reports that show how they rank in response to a specific query over time."

Brands now need to monitor how large language models and AI search systems represent them in addition to human customer feedback. AI has accelerated digital marketing, enabling campaigns to be created and launched within minutes and increasing demand for real-time insights. Spotlight partnered with Cheil UK to deliver faster, actionable insights about AI-driven search presence. Spotlight's platform was built by AI agents, enabling rapid product updates and automated code changes without human intervention. The platform can be updated within minutes to match changes in AI search modes. Brands can track prompt-result rankings over time and adjust content strategies, including engaging on platforms like Reddit, to influence AI outputs.

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