Do You Know How Your Business Is Showing Up on ChatGPT?
Looking ahead, companies are monitoring and trying to influence what consumers see on AI chatbots.
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MARKETING
The Harvard Business Review takes a look at what brands will have to do to compete as consumers continue to adopt AI: “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 to research products. It was time, he figured, to formally study what the LLMs were saying about his liquor brands. 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.”
“To counter this problem, Karaca and his team launched an initiative to monitor and reshape what they call ‘share of model’—the measure of how often and how favorably brands show up in AI results compared with their competitors. To improve its’ brands’ share of model, Karaca’s team now prompts all popular models regularly, asking questions about Pernod Ricard’s products and cataloging the models’ responses. Team members then update website and advertising copy in order to get LLMs to echo their messaging.”
“Every major AI company is developing agents in anticipation of mainstream adoption. To cite one example, OpenAI is collaborating with payment processors like Stripe and PayPal and retailers like Walmart and the shopping platform Shopify to facilitate purchasing within ChatGPT. It is laying the groundwork for an automated and complete customer journey. That means companies will soon be managing their brands in an era when agentic AI, built on top of LLMs, works on behalf of customers, completing transactions without human assistance.”
“Most brands are unprepared for this shift. Executives will have to ask themselves critical questions, such as: How do we adapt our communications strategy when our primary audience may not be human? What happens to brand relationships in a world mediated by AI agents? How can we prepare for a future in which both sides of the customer relationship are increasingly managed by AI? READ MORE
