Meet Your Newest Brand Advocate: The LLM

Media Minute is WPP Media's series, specifically crafted to empower our clients and marketers for their intelligence era.

Remember when social media influencers changed the rules of marketing? Get ready for the next seismic shift: Large Language Models (LLMs). Consumers are forming real relationships with their AI assistants, viewing them as trusted advisors. 

These LLMs are the new gatekeepers of information. And just like an influencer, they can become your brand's biggest advocate—if you know how to work with them. 

The AI as Influencer 

When a user asks a question, the LLM acts as a middleman. GenAI tends to be highly influential and often decisive. Consumers trust GenAI. According to our survey, more than 60% of consumers express high trust in GenAI results. This is because it feels personalized and unbiased. 

"If we think of LLMs as the new influencers," says Katelyn Taylor, Global Head of Search, "the most important thing we can do as advertisers is to make sure that that gatekeeper is well informed." 

Your primary job is to "educate" this new influencer. Ensure it has accurate, up-to-date information about your products, services, and brand. 

Fueled by the Wisdom of the Crowds 

So, where do LLMs get their information? They heavily weigh real user experiences, which is why platforms like Reddit and YouTube are among their most-cited sources. The collective "wisdom of the crowds" becomes the opinion of the LLM. 

This means two things are critical: 

1. Have a great product. Positive sentiment begins with a positive experience. 

2. Engage with your community. Answering questions and being a valued voice will translate into the LLM becoming your biggest advocate. 

Interestingly, research shows that a balanced perspective is more trustworthy than exclusively rave reviews. Encourage authentic conversations about who your product is for—and who it isn't for. This authenticity builds trust, both with users and the LLMs that serve them. 

Your First Steps to Winning Over the Gatekeeper 

Getting started can feel daunting, but it boils down to a clear, actionable strategy: 

1. Audit Your Presence: Begin with a Generative Search Optimization (GSO) audit. Understand what LLMs are saying about your brand in both branded queries ("What are the specs on Product X?") and unbranded ones ("What is the best electric SUV?"). 

2. Ensure Accuracy: If you find inaccuracies, focus on correcting them. Feed the LLM accurate information through your owned website content, structured data, and product feeds. 

3. Amplify Through Partnerships: In unbranded queries, identify which third-party publishers and creators (like YouTubers or specific subreddits) the LLM is citing. These are your new strategic partners for digital PR and collaborations. 

Ultimately, engaging with these AI gatekeepers is about more than just visibility. It’s about strategically shaping the intent layer where modern consumer decisions are now made, turning curiosity into connection and trust.