How brands can win authority in LLMs - with Havas, Heineken and Publicis
About this episode
Industry leaders discuss how brands can establish authority in large-language models amidst changing consumer behaviors due to AI search.
With the advent and adoption of AI search, consumers’ online research and discovery behaviours are shifting. How can brands win authority in this new space? Last month at our annual Future of Brands conference, industry leaders convened in London to unpack the challenges facing brand marketers in a rapidly changing media ecosystem. One such nascent problem for marketers and their agencies: how brands are showing up in large-language models (or LLMs). Laura Kell is chief data and product officer at Havas Media Network. Marcos Angelides is MD of L’Oreal Lab and head of AI operations at Publicis Media. Olya Dyachuk is global media and data director at Heineken. The trio sat down with host Jack Benjamin to discuss early efforts in generative engine optimisation, how AI search is forcing agencies to reconsider team organisation, the importance of benchmarking how your brand shows up in LLMs, and what marketers need from AI companies as the likes of OpenAI embrace advertising. Highlights: 2:05: Where brands and agencies are in their GEO journey: Benchmarking and auditing, testing and learning 11:58: Does GEO require bringing search, social and PR teams together? How agencies should…
People in this episode
Host: Jack Benjamin
Guests: Laura Kell, Marcos Angelides, Olya Dyachuk
Mentioned in this episode
Organizations: Havas Media Network, L’Oreal Lab, Publicis Media, Heineken, OpenAI, Google
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