AI models now present a novel target for advertisers to market their products to

In the rapidly evolving digital landscape, companies are advised to adapt their web pages to improve visibility in AI-powered recommendations. This involves making web pages more machine-readable, stripping away visual data, and presenting information in a clear, delineated spreadsheet format.

This shift is not just a minor adjustment; it's one of the biggest shifts in how brands show up in the world, according to Ellie Tuck, creative director and partner at Fleishmanhillard, a PR agency.

As AI models like Google's Gemini and Meta's Llama become increasingly popular for product recommendations, advertisers are facing a new audience: artificial intelligence. Different AI models can provide vastly different answers to the same prompt, making it challenging for marketers to keep track of the data sources.

To address this issue, the Amsterdam-based agency has developed a 'Share of Model' software. This tool analyzes how different large language models (LLMs) perceive their clients. In a test, only one product was recommended by all AI models when asked to recommend the best washing machines for under £300.

The most important platforms and data sources for major large language models in 2025 include open and proprietary datasets integrated into leading AI chatbots and search engines. These models rely on extensive text corpora gathered from the internet, licensed data, and curated public datasets. For visibility, advertising firms should target key AI ecosystems and marketplaces like the LM Arena and prominent AI chatbot interfaces.

The practice of ensuring visibility in answers regurgitated by AI tools like Chat GPT and Perplexity has been named Generative Engine Optimization (GEO). Sources vary by sector, with some models favouring certain news outlets or sources. For instance, Chat GPT favours Reuters and Wikipedia for general questions, while Claude, operated by Anthropic, prefers CNBC and Good Housekeeping.

Advertisers are turning to specialist firms like Jellyfish to ensure they don't become invisible as customers embrace this new frontier. As the significance of GEO becomes more apparent, particularly during the upcoming sales season, understanding and adapting to these changes will be crucial for businesses aiming to remain visible in the AI-powered world.

In the words of the renowned 20th-century advertising figure, David Ogilvy, "the public is more interested in personalities than in corporations." As AI models become more prominent, it will be essential for brands to maintain their personalities while adapting to this new frontier. Ogilvy's four golden rules for resonating with consumers – make it simple, memorable, inviting to look at, and fun to read – remain as relevant as ever.

Tech firms may eventually allow paid recommendations, an "inevitability" according to Dalman and Wallace. As more consumers turn to generative AI tools for product recommendations, understanding and adapting to these changes will be crucial for businesses aiming to remain visible in the AI-powered world. A recent McKinsey poll found that over a quarter of consumers now use generative AI tools to help them choose products, indicating a significant shift in consumer behaviour.

AI models now present a novel target for advertisers to market their products to