The rise of AI-driven search tools is transforming the way consumers interact with brands online. As a result, agencies are launching specialist units to help marketers navigate these changes and optimize their brand visibility. These units focus on understanding and influencing how brands appear within large language models (LLMs) like ChatGPT and Gemini, which are becoming gatekeepers between brands and consumers.
Jellyfish, for example, has created a team to help clients manage AI-driven search tools and measure brand visibility. Similarly, Wpromote has established a cross-functional AI search practice that incorporates paid search, SEO, social, and PR teams. Kepler has also launched an AI search offering that uses proprietary technology and API access to key LLMs for brand equity tracking.
The goal of these specialist units is to improve brand visibility and influence in AI-driven search results. By understanding how AI models process information and represent brands, marketers can maintain visibility and influence in a rapidly changing digital landscape. This is particularly important as consumers increasingly turn to AI tools for search, with 35.8% of Americans regularly using ChatGPT.
As AI continues to shape the marketing landscape, agencies will play a crucial role in helping marketers navigate these changes and optimize their strategies for AI-driven search. By providing valuable insights into AI's impact on brand visibility and influence, specialist units can help marketers stay ahead of the curve and achieve their goals in a rapidly evolving digital environment.
