Prompt ChatGPT or Google Search Generative Experience (SGE) with the question, “What is the best cruise to Alaska” and it is easy to see that Generative AI will impact consumer decision making at a massive scale. From providing recommendations vs links, enabling conversational search, and reaching large audiences (i.e., current and new) Generative AI technologies, and specifically Large Language Models (LLMs), will be the next big influencers of our time.

Massive Reach and Influence

LLMs are projected to influence more than 3 billion people within the next 3 years. This scale is unprecedented and means that models are not just answering questions—they are actively shaping consumer opinions, recommending products, and serving as the primary discovery layer for new brands.

Shifting Search Behavior

Conversational search and AI recommendations are leading to more "clickless" search activity. As consumers get their answers directly within the chat interface, they are less likely to click through to traditional websites. This fundamentally changes how users interact with brands, shifting the focus from driving website traffic to ensuring positive representation within the AI's generated response.

New Touchpoints for Brand Discovery

Brand discovery is expanding beyond traditional search engines and into the workday. With the integration of enterprise co-pilots like Microsoft Co-Pilot and Google Duet, as well as mobile app service bots, consumers and professionals are discovering new solutions seamlessly in their daily workflows.

The Urgency for Marketers

Marketing organizations must adapt now to maintain a competitive advantage and protect their brand reputation. Key actions include:

1. Understand AI Representation: Systematically monitor how LLMs are portraying your brands and products.

2. Analyze Non-Branded Prompts: See how models respond to general industry queries where your brand should naturally surface.

3. Assess Risks: Perform risk assessments regarding potential drops in web traffic, shifts in brand opinion, and overall reputation.

4. Transition to CPO: Move focus from traditional SEO to LLM and Co-Pilot Optimization (CPO) to ensure visibility in the new AI-driven landscape.

Revere is an AI Brand Intelligence company that helps brands understand and shape how they are represented across the generative AI ecosystem.