An AI Solution From Jellyfish Analyzes How Brands Are Perceived by LLMs

Editor’s Note: Consumers are increasingly turning to genAI search engines—like ChatGPT—as an alternative to online search engines. As a result, large language models are reshaping how consumers interact with brands, and it falls on companies to monitor how they show up within their query results. An article in AdExchanger, a Chief Marketer Network publication, explores a new AI tool from Jellyfish that gathers and analyzes information from LLM queries to assess things like sentiment and brand perception. Below is an excerpt of the piece; go here to read the full story.

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Digital advertising’s potency has always come down to knowing what the audience is searching for and the sites they’re visiting online.

But what if your audience isn’t looking at search results anymore? What if they’re seeking recommendations from ChatGPT instead?

According to Jellyfish, an ad agency that specializes in digital platform advertising, this isn’t just a hypothetical scenario. Research that the Brandtech Group-housed agency conducted with YouGov suggests that two-thirds of 18-24-year-olds now use AI models for recommendations, and half of them expect AI tools to make the best choices.

To solve this AI problem, Jellyfish is proposing an AI solution: a Share-of-Model platform, which was officially launched in early access last month.

The product is designed to work the same way a typical market research survey does, except the respondents are popular large language models (LLMs) like Anthropic’s Claude, OpenAI’s ChatGPT, Meta’s Llama and Google’s Gemini.

“In some cases, they’re arguably the most important members of your audience,” said Jack Smyth, Jellyfish’s chief solutions officer for AI. “How they define a category will shape real-world activity.”

I heard what you said

Each day, the Share-of-Model product sends queries to these LLMs about different categories, brands, products and audiences, such as “What brand of X would you recommend?” and “What do you think about Brand Y?”

Responses get collected into Jellyfish’s own AI model for pattern analysis and clustered into different searchable categories based on keyword volume, sentiment and model source.

For the full piece, head over to AdExchanger.