Global digital marketing company Jellyfish has launched a new platform designed to enable companies to analyse Gen AI services and understand how their brands, products, and services are perceived by Large Language Models (LLMs).

The 'Share of Model' platform identifies which messaging and content to optimise for stronger AI-driven results.

Jellyfish asserts need for such a tool is confirmed by YouGov research, which shows that 66% of Gen Z turn to AI tools like ChatGPT for brand, product, and service recommendations. The platform can identify whether brands are optimising their digital presence enough to prompt recommendations from Gen AI models such as ChatGPT, Google’s Gemini and Meta’s Llama.

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. The platform was also successfully leveraged for competitive analysis, to understand how AI models perceive competitors and identify gaps in their strategy to dominate emerging opportunities.

"More than a billion people in 100+ countries engage with Google’s AI Overviews every month," said Chief Solutions Officer for AI, Planning, and Insights at Jellyfish, Jack Smyth. "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 behaviour, 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 analysed by the different LLMs to stand out."

Jellyfish is part of The Brandtech Group, which includes Pencil, the only end-to-end generative AI marketing platform that has made more than 1 million Gen AI ads and is powered by $1BN in media spend across 5,000 brands. The Brandtech Group also established the first-ever Gen AI Creators Residency Program and recently released a groundbreaking Responsible Gen AI Package, which includes a blueprint for creating a responsible Gen AI policy and proprietary technology that tackles bias in foundation models called 'Bias Breaker.'

"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," said Head of Digital and Design at Pernod-Ricard-owned Chivas Brothers, Gokcen Karaca.