Every model has its thought process. Once you know how each model perceives those assets, you can optimize them to double down on the preferable perceptions. Think of it as the most important focus group imaginable with just four attendees: Gemini, Copilot, GPT4 and Llama.
When in doubt, ask
If you’d like to dig deeper into what the models have already learned, all you need to do is ask them.
Just as you would track brand sentiment across different audience segments, you should be prompting and comparing different models. The beauty of LLMs is that they don’t get bored in a focus group; you can prompt regularly to establish a baseline and ask progressively more complex questions about audiences, markets and proof points.
The results can be striking, as an iconic airline discovered when our team showed them that a model already responsible for over 1 billion unique conversations to date was convinced they were best suited for retirees.
With this process, together with what you already know from reviewing how each model perceives your brand, you can then match the most effective content to each model, progressively optimizing your share of model.
Optimize and observe
The good news for marketers is that these models are eager to learn. The bad news is that they never stop learning.
Nothing in an AI-everywhere world is static, and brands have to consider that a new set of metrics tracking model perception will be just as important as net promoter score (a market research metric that is based on a single survey question). It’s vital to establish share of model as a metric on par with share of market or share of voice.
As the handful of models that will dominate continue to become more unique over time, we have to constantly track their perception and optimize accordingly. Regularly reviewing their outputs will help recalibrate creative briefs to grow share of model and isolate the assets driving changes in perception.
Regardless of how often you check your share of model, it’s undeniable that models will soon shape your share of market. While many of the emerging best practices for optimizing your generative AI performance start in search, the greatest impact will come from social.
With Meta investing more in the Llama family of models and rolling out AI-enabled experiences in millions of group chats, marketers must learn the fundamentals of an AI-everywhere world and do so now, while we’re only focused on the handful of LLMs dominating the discussion today.
