Does ChatGPT Know You Exist?
It’s time to worry less about search and more about boosting brand awareness on the AI engines.
Good Morning!
Here are today’s highlights:
President Trump’s crackdown on foreign students is a crackdown on entrepreneurship.
A bill that just passed the House would make it easier for small businesses to win government contracts.
Karla Trotman asked AI how the Big Beautiful Bill would help her manufacturing business.
For many small businesses, unpaid invoices are a growing problem.
MARKETING
On ChatGPT, unlike on Google, there is no page two: “Consumers who use Large Language Models to discover, plan, and buy are on average younger, wealthier, and more educated. Their customer journey no longer begins with a search query or a visit to your website—it starts with a dialogue. Consumers are asking AI assistants questions like ‘What’s the best coffee machine under $200?’ or ‘Plan me a weekend getaway that won’t break the bank.’ For brand leaders, the implications cannot be overstated. Your digital strategy must now include optimizing for AI recommendation engines, not just search algorithms. In short, you must boost LLMs’ awareness of your brand.”
“Take for example the laundry detergent market in Italy. We analyzed the top brands’ mention rate among six LLMs using Jellyfish’s proprietary Share of Model platform. Two observations stand out. First, brands’ SOM varies significantly across the models, reflecting differences in how LLMs process brand information. For instance, Ariel’s SOM ranges from almost 24 percent on Llama to less than 1 percent on Gemini.”
“Second, some brands are totally absent from at least one model. For instance, while Chanteclair enjoys a 19-percent SOM on Perplexity, it is missing from Meta. Clearly, LLMs either feature brands or not, unlike search engines or social media where brands that don’t excite the algorithm are still represented, albeit less prominently. Failure to register on an LLM means a brand doesn’t appear at all before consumers. On ChatGPT, unlike Google, there is no ‘page two.’”
“The main takeaway? Marketers need to come up with strategies designed to push their brands up the ‘consciousness’ of LLMs. These strategies are likely to be very different from those designed to appeal to humans. For what we know about LLMs is this: LLMs are not optimizing for attention; they are optimizing for resolution. Identifying the ‘job to be done’ thus becomes the number one priority for brand leaders if they want to score big on SOM.”
“Brands should create content that explains not just what the product is, but how it relates to broader contexts, use cases and user needs. For example, instead of proclaiming ‘we sell superb running shoes,’ go for ‘our carbon-plated midsole design improves performance for long-distance runners.’” READ MORE
Want to save time, create better content, and get smarter about your marketing? Join Jaci Russo Friday, June 13 at 12 ET for a FREE webinar sponsored by 21 Hats on how small businesses are using AI to get results—without the overwhelm.
