What Happens to Your Brand when LLMs Become the Gatekeeper?

What Happens to Your Brand when LLMs Become the Gatekeeper?

From Future Proof by Kantar & Saïd Business School, Oxford University

May 13, 2026 · 32 min

About this episode

The episode discusses the impact of LLMs on brand discovery and how brands can adapt to thrive in the AI era.

Is AI reinforcing or diluting your brand? Which brands do LLMs choose to surface and why?    LLMs are actively shaping how brands are discovered, compared and chosen. They are becoming the new gatekeepers of growth.  In this expert roundtable, Kantar leaders, from across disciplines and markets, discuss how LLMs are reshaping brand discovery. You'll leave with clarity on: 1.  New opportunities for growth in the AI era 2.  Practical guidance to support confident, informed next steps for your brand 3. Data-led perspectives to shape what to focus on   Win the LLMs' choice using signal intelligence Visibility is not enough. Brands need signal intelligence to understand how AI assistants are reshaping consumer decisions. Win the LLMs' choice by strengthening the brand signals AI relies on.  BrandDigital AI signals goes beyond short-term discoverability to show how LLMs shape long-term brand equity, grounded in Kantar’s Meaningful, Different and Salient (MDS) framework. From visibility metrics to MDS-aligned signals, it reveals how brand predisposition is built or eroded across AI assistants. Find out more: Kantar BrandDigital…

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Organizations: Kantar, Saïd Business School, Oxford University, Kantar BrandDigital AI

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