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Harvard Business Review
6 days ago
- Business
- Harvard Business Review
Forget What You Know about SEO—Here's How to Optimize Your Brand for LLMs
Over the past year, consumers have migrated en masse from traditional search engines to Gen AI platforms including ChatGPT, Gemini, DeepSeek, and Perplexity. In a survey of 12,000 consumers, 58% (vs. only 25% in 2023) reported having turned to Gen AI tools for product/service recommendations. Another study reported a 1,300% surge in AI search referrals to U.S. retail sites during the 2024 holiday season. Consumers who use Large Language Models (LLMs) 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. The Rise of 'Share of Model' To date, measuring awareness meant assessing consumers' attention—either offline through recall surveys (e.g., 'Which brands come to mind when you think of running shoes?') or online, through search or social media volumes, manifesting private intent or popularity. But the growing role of LLMs as an intermediary between consumers and brands demands that marketers consider another kind of awareness: how often, how prominently, and how favorably a brand is surfaced by LLMs to consumers. We call this awareness Share of Model (SOM). Think of it as the AI-era's offshoot of share of search ('How much do people search for my brand via-a-vis competitors?') and share of voice ('How much do people talk about my brand vis-a-vis competitors?'). SOM uniquely emulates LLMs' perceptions and recommendations given a prompt, rather than reflecting human intent (SOS) or available content (SOV). Two of the coauthors' marketing agency, Jellyfish, has pioneered a methodology to measure SOM through prompting at scale. Building on this approach, we offer a new three-prong lens to unpack what and how AI 'think' about brands: mention rate, which tracks how often a brand is mentioned by a specific LLM; human-AI awareness gap, which measures the disparity in brand awareness when surveying people vs surveying LLMs; and brand and category sentiment, which breaks down LLMs rationale for recommendations into associated strengths and weaknesses. 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% on Llama to less than 1% on Gemini. Second, some brands are totally absent from at least one model. For instance, while Chanteclair enjoys a 19% 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.' Probing the human-AI brand awareness gap Importantly, a brand's visibility on LLMs can differ significantly from its market share or other awareness metrics. Therefore, brand managers' first task is to probe the link between human awareness (e.g. through SOS or SOM) and LLM awareness of their brands. Quick note: Although a brand's SOM often varies across LLMs as we show above, the next examples in this article focus on brands' SOM across LLMs for ease of discussion. We'll outline the implications of SOM variability across LLMs later. Consider our analysis of U.S. automobile brands' visibility in general and on LLMs during the first half of 2024. We constructed a Human-AI Awareness Matrix (Figure 2) that reflects brand awareness on LLMs, assessed through Jellyfish's tool, and in general, assessed by YouGov market research. Brands fall into 4 distinct categories: See more HBR charts in Data & Visuals Cyborgs: These brands have top awareness in both traditional measures (e.g., surveys, search ranking, share of voice) as well as among LLMs. Take Tesla's position in this chart, for example. Elon Musk's ubiquity helps make consumers highly aware of the brand. Tesla also scores well among LLMs because of the brand's emphasis on its specific features. Its new digital advertising strategy attempts to rise the company's scores even higher among both people and large language models. AI Pioneers: These brands are well-represented on LLMs but lack marketplace awareness. Often, they are AI-native brands or emerging digital players that are niche in broader digital spaces. Rivian's spot in this quadrant likely stems from its resolution-focused (which we'll touch on later) content strategy, which aligns with its positioning as a solution creator. High-Street Heroes: These are established brands with high marketplace awareness but underrepresented or missing in AI-generated content. Case in point: Lincoln, which Frank Lloyd Wright famously said makes 'the most beautiful car in the world.' This is likely due to the brand's focus on intangible attributes such as elegance or heritage, which are less prized by LLMs. Emergent: These brands struggle with low awareness in both the marketplace and among LLMs. They risk falling into digital irrelevance as AI-driven search becomes the norm. Despite its premium positioning, Polestar struggles in our analysis to achieve visibility across the spectrum, reflecting a lack of scaled digital footprint or lack of appeal for LLMs' processing style. 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. How to increase brand awareness on LLMs Our analyses across product categories reveals how models' perceptions of different categories presents specific opportunities to brands in those industries. This has implications for not only what content to produce (across text, image, and video), but also where brands may seek to distribute their messages (website, media, expert, or community contexts). LLMs are looking beyond keywords, focusing on concepts and relationships which create new ways to build brand awareness for LLMs. 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.' Brands should also highlight proof of expertise. A skincare brand that references dermatologist-backed studies or links to PubMed research is likely to outshine competitors that don't. Brands that 'narrowcast' about pain points—needs, questions and tasks—are more likely to be surfaced. Brands that simply broadcast may be left out. This could explain why traditional car brands like Lincoln, which push aspirational and marketing-heavy content, are less salient to LLMs compared to Tesla or Rivian, which emphasize functions and features including battery life, tech stack, and software. Similarly, although they dominate SOV, fast-fashion brands such as Shein lags in AI awareness due to an overwhelming volume of undifferentiated content and lack of trust signals such as reviews and certifications. In contrast, the Ordinary brand of skincare products offers highly structured product pages with ingredient explanations, transparent science-backed content (explains the 'how' and 'why' of why a face cream works). Nike and its customer-generated content (runners' blogs, Reddit, Strava), detailed product pages with clear use cases (e.g., 'best shoes for marathon training') and integrated app ecosystems (Nike Run Club, Nike Training Club). Both brands topped their respective category in our analyses. Notably, legacy brands can also thrive in the age of AI—if they invest strategically in relevance, representation, and structured digital storytelling. Case in point: Cadillac. The century-old automobile brand scores highly in both human and AI brand awareness. Campaigns like 'Audacity' and 'The Daring 25' as well as international partnerships helped increase its AI visibility. Gauging LLM sentiment Beyond looking into AI brand awareness and how it relates to other awareness metrics—marketers can also explore brand and category sentiment through sentiment (positivity) and semantics (associated terms). This helps them answer questions such as: What are my brand's perceived strengths and weaknesses? How can I change how LLMs perceive my brand? For example, our analysis of the travel industry in the U.S. shows that LLMs value characteristics such as convenience, variety, and space, with Booking taking the overall top spot across models. We also surfaced brands' strengths and weaknesses relative to their competitors. Vrbo, for instance, scores much higher than Booking on privacy and uniqueness—strengths it could exploit to optimize AI awareness See more HBR charts in Data & Visuals See more HBR charts in Data & Visuals How to Market to LLMs Armed with insights on LLM sentiment, marketers may deploy several approaches to optimize their brand's AI visibility. First, adopt a multi-pronged media strategy that covers text, images, videos, and structured data (e.g., tables, lists, reviews). Content that clearly links brands' offerings to broader contexts, use cases or consumer needs (e.g., 'best EVs for winter driving' rather than just 'electric SUV'), generates strong conceptual associations in LLMs. Brands should also lead semantic niches—specific clusters of meaning where their products naturally fit (e.g., like the Ordinary brands with skincare science). Importantly, just as each social media platform has its own 'rules of engagement'—what works on TikTok probably won't fly on LinkedIn—each LLM applies its unique algorithmic lens to content. Take the U.S. travel industry again, focusing on LLM's perception of Airbnb. While Llama focuses on the uniqueness of a brand's offerings, ChatGPT focuses on the extent to which brands offer local options, whereas Perplexity seems to value flexibility most. This ties in with our point earlier about brands' varying visibility across LLMs. We recommend that marketers tailor content to the LLMs whose processing style best amplifies their brand's content and narrative strengths, even as they apply overarching rules (e.g. solution-oriented messaging) across models. It is a fine balance: Tailoring content to the nuances of a dominant model can drive visibility but spreading efforts too thinly across all LLMs risks diluting impact. The shift away from traditional search engines is not just a technological evolution. It's a fundamental change in consumer behavior that demands corresponding shifts in marketing: from persuasion to precision, from keyword to advice, from market share to problem-share. Do it right, and brands can establish themselves as essential participants in the algorithmic conversations that increasingly shape consumer decisions.
The Guardian
23-05-2025
- Entertainment
- The Guardian
Add to playlist: the high-octane unpredictability of debbiesthuglife and the week's best new tracks
From LondonRecommended if you like Nikki Nair, Anz, AhadadreamUp next Debut EP Jellyfish out 6 July On her NTS Radio show, London DJ Debbie Ijaduola, AKA debbiesthuglife, is liable to throw everything from 2000s dancefloor-fillers such as Basement Jaxx's Oh My Gosh and Kelis's Acapella with apocalyptic dubstep bass, trap lyricism, Jersey Club beats and Britney Spears. It's a high-octane, unpredictable mix, only unified by the fact that when Debbie is on the decks, the energy is up. Bringing this ungovernable, quickfire sensibility to club lineups alongside the likes of Welsh producer Kelly Lee Owens and American rapper Zack Fox, Ijaduola has recently been releasing her own productions, seemingly taking inspiration from the need to get her crowds moving and to keep them on the floor. Her debut release, 2024's Juicy for Ya, easily fulfilled that premise with its chipmunk-tuned vocal sample and skittering kick drums, primed to reverberate through the body when firing out of a large speaker stack, while this year's No Signal channels an Eric Prydz-style trance synth. It might sound like an irreverent set of tunes but on her upcoming debut EP Jellyfish, Ijaduola gets more serious. Darker, heavier and intensely propulsive, across its seven tracks there are shades of Goldie's Rufige Kru alias on the hammering drum'n'bass of Medusa, Special Request's chopped breakbeats on the title track and Coki's bass weight on Float. This is lively music to inspire the late-night crew. And yet, in Medusa there's also a joyous sample of what sounds like Homer Simpson screaming; on Jellyfish a jazz Rhodes lick tastefully rolls through, maintaining the chaotic playfulness that ultimately makes Ijaduola's music so hard to resist. Ammar Kalia Wednesday – Elderberry Wine Elderberries can heal – but make you puke when eaten raw, says Wednesday's Karly Hartzman, taking them as inspiration for this pedal-steel-sweetened heartwarmer about striking the right balance in relationships. LS Kieran Hebden and William Tyler – If I Had a BoatAfter 2023's Darkness, Darkness, the guitarist and producer unveil a full-length album, led by this 11-minute Lyle Lovett cover: fine acoustic chiming fractures into pointillist, dancing electronics. LS Mark William Lewis – Tomorrow Is PerfectThe superb London singer-songwriter, who sits somewhere between Dean Blunt and Prefab Sprout, is the first signing to A24's in-house label. His first single for them lopes along slowly, suffused with evening warmth. BBT Moskito – Why WenaThe South African group's 2001 album Idolar is being released internationally for the first time this month, and the swaggering but nimble-footed groove of Why Wena shows off its charm. BBT Zoh Amba – Fruit GatheringThe improv prodigy's sax and her band's percussion and glimmering piano expand with beauty and unease on the first taste of her new solo album, shuddering with trepidation as they reach outward. LS For Those I Love – Of the SorrowsHis track I Have a Love became an improbable dancefloor smash – and the Irish poet-musician's latest is just as earnest and gimlet-eyed as he weighs up whether to leave Ireland behind. BBT Florry – Truck Flipped Over '19Wednesday fans may love Philly band Florry, whose second album – out today – amiably embodies John Fogerty's concept of chooglin', though there's darkness in this sludgy recollection of a highway truck crash. LS Subscribe to the Guardian's rolling Add to Playlist selections on Spotify.
Vancouver Sun
14-05-2025
- Entertainment
- Vancouver Sun
Beauty Buzz: The 3 best beauty products we tried this week from Fenty Beauty, La Rosée and Henry Rose
Reviews and recommendations are unbiased and products are independently selected. Postmedia may earn an affiliate commission from purchases made through links on this page. We try dozens of beauty products each month. These were our testers' three favourite launches this week: They say: A new-to-Canada French skin care brand, La Rosée offers a full range of products from face sera to this skin-smoothing body cream. Formulated with 97 per cent naturally derived ingredients, including organic shea butter, this non-greasy body lotion leaves skin soothed and nourished. We say: Boasting a wonderful fragrance of rose and orange blossom, our tester reports this rich-yet-lightweight formula has become a new favourite. Smoothed onto skin post-shower, she found the cream left skin feeling soft and hydrated. Discover the best of B.C.'s recipes, restaurants and wine. By signing up you consent to receive the above newsletter from Postmedia Network Inc. A welcome email is on its way. If you don't see it, please check your junk folder. The next issue of West Coast Table will soon be in your inbox. Please try again Interested in more newsletters? Browse here. $43 | Shoppers Drug Mart They say: A fresh, citrus-forward fragrance from Michelle Pfeiffer's company, Henry Rose, that features notes of grapefruit, jasmine and musk. Inspired by the 'invigorating sensation of an open-air road trip,' the fragrance boasts subtle notes of Earl Grey tea. We say: This scent is juicy, green and refreshing, our tester reports. The citrus notes play prominently while the herby tea and musk elements add depth. It's an elevated spin on fruit-forward summer fragrance offerings. $165 for 50 mL | Sephora They say: Seven new shades launch into the bestselling collection of hydrating lip oils from Rihanna's Fenty Beauty. The new hues offer 'sheer brights and neutral shades for all.' The shimmering oil features lip-loving ingredients such as shea butter, passion fruit oil and hyaluronic acid 'spheres' to nourish and condition lips. We say: These tinted lip oils provide a nice pop of gloss, shimmer and colour. Without being sticky or overly slick. We love the new hues Jellyfish, an icy lilac, and Fu$$Y, an everyday wearable dusty pink. $35.50 |
Yahoo
12-04-2025
- Entertainment
- Yahoo
Staff Picks: Best Songs of the Week March 29th
The post Staff Picks: Best Songs of the Week March 29th – April 4th 2025 appeared first on Consequence. Every week, Consequence's Songs of the Week column spotlights the best new tracks from the previous seven days and takes a look at notable releases. Find our new favorites and more on our Top Songs playlist, and for other great songs from emerging artists, you can listen to our New Sounds playlist. This week, PinkPantheress, S. G. Goodman, The Marías, and many more have unveiled new tracks. 2hollis — 'you' 2hollis is back with his latest collection of songs, star, and nearly all of them are floor-filling bangers. One of the most infectious slices of dance pop comes with the Eurotrance-influenced 'you,' which moves at such a frenetic pace that it's surprising Hollis doesn't let the song fully collapse (like on prior tracks 'two bad' and 'gold'). What's so wonderful about 'you,' and star as a whole, is the tension between Hollis' icy distance on the mic and the chaotic rattle of the beats that follow; he's seemingly a master of this kind of glitched out, paranoid dance music, cathartic at one moment and terrifying the next. While 'you' is a cleaner offering overall, it's yet another great example of 2hollis' remarkable pop vision. — Paolo Ragusa By Storm — 'Double Trio 2' By Storm, the new(ish) outsider hip-hop group formed by the surviving members of Injury Reserve, returned this week with a sequel to their debut single, 'Double Trio.' The first track under the name served as a transition between the two projects, and now 'Double Trio 2' showcases how rapper Ritchie with a T and producer Parker Corey are continuing to sharpen their artistic vision. The beat is ethereal and intense — an energy that's matched by the vocal performance — and the bars boldly stare down the experience of grief. It really hits. — Jonah Krueger Dazy — 'Pay No Mind (To the Signs)' Dazy has had quite the year already: After releasing a 9-track album in January, the Virginia-based musician is back with a fresh single to further charge up his momentum. A whole lot grimier than the tracks on for all i care, 'Pay No Mind' features James Goodson laying his spacey vocals over a thick layer of distorted fuzz, held firmly in place by mechanical percussion underneath it all. Looking at the way things have been going so far, he's projected to keep getting better as the year progresses. — Karan Singh Florist — 'Jellyfish' It's officially Jellywish release day, but let's not forget the last single the dreamy New York band dropped in the days leading up to it. 'Jellyfish' is arguably the most upbeat track on the LP, though that hardly says much given Emily Sprague's gentle vocals guiding the listener through its emotional intricacies. An upbeat, folk-leaning acoustic explores an overthinker's existential crisis? Yes, please. — Nicolle Periola The Marías — 'Back to Me' The Marías' new single delves into a post-breakup emotional landscape. As lead singer María Zardoya achingly muses, 'Just to tell you I'm sorry / Baby, come back to me,' the song captures the paradoxical feeling where, despite knowing it's over, the immediate desire is simply to alleviate the pain. Born from a spontaneous studio jam session, 'Back to Me' features a backdrop of loungey soundscapes, with Zardoya's beautifully hypnotic vocals transporting listeners to a space of solitude and introspection. — Aureliano Petrucci Maz — 'Circle' One of the most compelling tracks from Maz's debut EP, 'Circle' perfectly captures the essence of the Utah-based artist as she sets herself up for success. The final cut on NPC's tracklist, it pulls together the different styles and approaches she takes across the previous five songs. Springy yet delicate in its execution, the care with which this composition was put together points to a promising career ahead for the singer-songwriter. — K. Singh PinkPantheress — 'Tonight' For all her worship of the 2000s, was it really only a matter of time before PinkPantheress expanded her pool of sonic references to include… Panic! at the Disco? 'Tonight,' her great new single, takes little of Panic's pop-punk glam, but it does sample the Pretty. Odd cut 'Do You Know What I'm Seeing?' That song's baroque strings are appropriately blended into PinkPantheress' lush, club-ready beat, with her feathery vocals sprinkled over like sugar in a latte. No matter the reference point, the samples, or the collaborators, PinkPantheress always makes her mark with effortless cool. — P. Ragusa Rodeo Boys — 'Sam's Song' Despite its horrific origins, the latest tune from Rodeo Boys' upcoming album Junior, 'Sam's Song,' is deceptively upbeat, quite catchy, and extremely easy to listen to. Over the distorted guitars and melodic basslines, vocalist Tiff Hannay grapples with the trauma of watching their 8th-grade English teacher groom their best friend over the period of six years. It's a disturbing story, resulting in a chorus that's wounded but far from powerless. 'I wanna kill you/ If it kills me,' they sing. It's like if 'This Year' was a revenge fantasy. — J. Krueger S.G. Goodman — 'Fire Sign' A third studio album is on the way from Kentucky troubadour S.G. Goodman, and she's teased the June release with a new single. 'Fire Sign,' for all its grounded grit, is a celebration of resilience; glittering piano and observations on 'shapeshifting' cascade into an airy, layered chorus asking the essential question: 'Who'll put the fire out?' Stay tuned for the full record, Planting the Signs, which arrives on June 20th. — Mary Siroky Triathalon — 'DOWN' 'Play this at my funeral' was the inspiration for Triathalon's next project, so it's only fitting that 'Down,' the second single from the rollout continues building on the project's melancholic world of somber reflection. Adam Intrator reflects on the making of the shoegaze-inspired song, calling back to the moment 'Chad [Chilton] completely replaced the drums creating a new and refreshing change in tempo and overall feeling. This altered the song as a whole and soon we decided to add an 80s metal distorted guitar tone over the whole song. It went from a very sleepy, casual demo to a very electric pop/rock anthem.' Funeral Music is out is out May 16 via Lex Records. — N. Periola TV Girl & George Clanton — 'Summer 2000 (Fcukers Remix)' Not that 'Summer Baby' needed a remix to get you dancing. The original track from the TV Girl and George Clanton (or, as they cheekly called themselves, 'Bad Boys of Indie-Electro Pop') was by no means lacking in energy, boasting an absorbing groove and nods to Primal Scream's 'Come Together.' With Fcukers at the controls, the remix cranks up the BPMs, transforming and re-energizing the track into a psych-house ride. — A. Petrucci Staff Picks: Best Songs of the Week March 29th – April 4th 2025 Consequence Staff Popular Posts Kanye West Says Wife Bianca Censori Left Him After Trying to Get Him Committed South Park Tackles Diddy, Ketamine, and Canada in Trailer for Season 27: Watch Jessica Simpson's Advice to Singers: 'Drink Snake Sperm' Venues Booked on Brand New's Tour Disable Social Media Comments White Lotus Characters Ranked By How Much I Hope They Die in the Season 3 Finale Bill Burr Confronted Pearl Jam's Eddie Vedder at SNL50: "I Hated Your Band" Subscribe to Consequence's email digest and get the latest breaking news in music, film, and television, tour updates, access to exclusive giveaways, and more straight to your inbox.
Yahoo
07-02-2025
- Yahoo
Watch: Florida deputies rescue unconscious man as his boat spun in circles
VOLUSIA COUNTY, Fla. – Rescue teams in Florida were called to Lake Dias on Tuesday after receiving a distressing call about a boat spinning in circles. Florida rescue teams both in the air and on water were able to locate the boat quickly and made note of an unconscious man on the floor behind the wheel. A marine rescue unit on the lake got alongside the spinning boat where they spotted the unresponsive man. They attempted to maneuver the spinning boat into a tree along the shore by bumping into the fast moving object. After multiple attempts, a crew member jumped aboard the vessel and successfully stopped the boat as it glided into a tree along shore as planned. Once safely bringing the boat to a halt, members began to hoist the unresponsive man onto their vessel and transport him safely back to shore where medics waited at the dock to assess the situation. See It: Spacex 'Jellyfish' Spotted Across Mid-atlantic, Northeast Sky As Pair Of Satellites Launch Into Orbit The victim is expected to make a full article source: Watch: Florida deputies rescue unconscious man as his boat spun in circles
