News
Jellyfish has launched Share of Model Platform, a solution to track how LLMs perceive brands, products & services.
Rebecca Sykes: “Essentially we are reverse-engineering a marketing approach this way, picking up signals from an entirely new ‘audience’, who’s seen everything you’ve ever made as a marketer and is showing you where the gaps are in your messaging.”
Photograph: Steve Johnson on Unsplash.
The Brandtech Group’s Jellyfish has unveiled its Share of Model Platform –
it says a first-of-its-kind solution that enables companies to analyze how
different Large Language Models (LLMs) perceive their brands, products and
services. According to Jellyfish, the new platform can identify whether or
not brands are optimizing their digital presence enough to prompt
recommendations from Gen AI models such as ChatGPT, Google’s Gemini and
Meta’s Llama, when people tap into them for guidance.
Jellyfish says this solution allows brand marketers, for the first time, to
close the loop from LLM research into a digital marketing strategy. In beta
trials, the Share of Model Platform helped brands expand their keyword
strategy, driving insight around adjusted website text and image assets to
appeal more to each model. It was also successfully leveraged for
competitive analysis, to understand how AI models perceive competitors and
identify gaps in their strategy to dominate emerging opportunities, added
the company.
“More than a billion people in 100+ countries engage with Google’s AI
Overviews every month,” said Jack Smyth, chief solutions officer for AI,
planning, and insights at Jellyfish. “This marks a transformative moment in
the influence and reach of Gen AI. LLMs are no longer just tools; they are a
critical part of the customer journey and an audience in their own right.
Our Share of Model™ Platform empowers brands to understand how LLMs perceive
their category, competitors and content.”
Danone VP, global head of media & integrated brand communication,
Catherine Lautier said: ”LLMs will increasingly influence customer behavior,
and the Share of Model platform enables us to track and compare each LLM’s
perception. It gives us insights on how our brand ecosystems’ compare to
competitor brands, what drives the interest of consumers online in a given
category, and how to develop content on the different platforms analyzed by
the different LLMs to stand out.”
And, speaking at a recent Google and The Brandtech Group event, Gokcen
Karaca, head of digital and design at Pernod-Ricard-owned Chivas Brothers,
who were part of the Share of Model Platform beta program, commented: “The
biggest challenge for brands is navigating the overwhelming number of
choices consumers face when shopping online. Whether through e-retailers,
Google Shopping, or even turning to LLMs to ask, ‘Which brand suits my taste
profile?’, consumers are seeking clarity in a sea of options. As brands, we
must ensure our products are represented in those critical AI-driven
responses. Partnering with Jellyfish allows us to actively shape this new
frontier and influence the answers our consumers receive. It’s an exciting
journey to be on together.”
Results from a new YouGov study further confirm the need for brands to
understand how people are using AI tools and their impact and influence on
purchase behaviours, added Jellyfish. Surveying 1,000 U.S. consumers between
the ages of 18 – 65 the importance of Gen AI tools such as ChatGPT is shown
to be significant.
The research shows that two-thirds (66%) of 18–24-year olds – aka Gen Z –
report that they ask AI models for brand, product and service
recommendations. More than half (51%) of 25-34-year-olds similarly turn to
LLMs, with this usage dropping to 42% for those aged 35-44 and 31% for the
45-54 age group.
As users rely on these tools, their expectations for recommendations are
also rising. Half (50%) of 18-24-year-olds expect AI tools to guide them to
the best brands, products or services for them, with a slight decline to 47%
among 25-34-year-olds, 35% for 35-44-year-olds, and further decline for
those 44 and older.
Brandtech Group Partner & Head of Emerging Tech, Rebecca Sykes
commented: “Essentially we are reverse-engineering a marketing approach this
way, picking up signals from an entirely new ‘audience’, who’s seen
everything you’ve ever made as a marketer and is showing you where the gaps
are in your messaging. It’s one way in which we think marketing is going to
be entirely disrupted – we’ll be prompted to make content when the signal
strength is weak for a benefit/brand value/data point that we need to win
in.”
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