• by Laurie Sullivan  @lauriesullivan, July 3, 2025

As large language models (LLMs) emerge and change search into influential recommendation engines, executives at two The Brandtech Group agencies wanted to make it easy for brands to gain visibility into the ways that LLMs like Meta Platform’s Llama and Google’s Gemini perceive them -- and how their products compare with competitors.

Natalie Silverstein, chief innovation officer at Collectively, believes that as AI becomes more embedded in search, the way that LLMs see a brand will define attention.

Built on Jellyfish's Share of Model Platform and supported by creator marketing company Collectively, Chorus -- a tool that is designed to solve a particular problem -- extends the technology specifically for creator platforms. It helps brands to understand what LLMs say about them and influence results by shaping creator partnerships and content to lift a brand's AI-perceived strengths or address its weaknesses.

"The Share of Model Platform creates a single view across the preferences, patterns, and sources of the world's most influential LLMs," Silverstein told MediaPost. "The platform maps each model's brand associations in latent space using a diverse set of prompts, multimodal inputs, and customer persona."

The tool measures the effectiveness of top-performing creator content, and how it aligns to the brand’s key attributes that LLMs cite when recommending products to consumers across search, ecommerce, and social platforms. Then it provides advice on strategies to improve those perceptions through content.

Haleon's brands Advil, Emergen-C, and TUMS, has become early adopters of Chorus, which has helped to accelerate creator marketing strategies.

Chorus pilots have connected the dots between LLM search and the social channels where people spend their time online, according to Marissa Florindi Solan, director of U.S. earned and social media at Haleon.

In other words, the brands now better understand how LLMs describe them and how that might influence the results of a search or interaction with content.

A recent YouGov poll commissioned by Jellyfish found that 50% of 18- to-24-year-olds and 53% of 25- to-34-year-olds report that LLMs have directly influenced their brand and product choices. About 47% of respondents already trust these AI systems to deliver product recommendations.