AI-Driven Brandtech Innovation: Chorus Translates Artificial Intelligence Suggestions into Creative Tactics for Marketing Strategists
In the burgeoning world of AI, large language models (LLMs) like Google's Gemini and Meta's Llama are increasingly shaping search and recommendation engines. Recognising this shift, Jellyfish's Share of Model™ platform and creator marketing company Collectively have joined forces to launch Chorus. This innovative collaboration aims to help brands adapt to this new landscape by providing insights into how LLMs perceive them[1][2].
Chorus operates by mapping each LLM’s brand associations in a multidimensional latent space using diverse prompts, multimodal inputs, and customer personas. This approach creates a unified view across the preferences and patterns of influential LLMs, enabling brands to understand not just what LLMs "say" about them but also how they rank relative to other companies[1][2].
The tool measures how effectively top-performing creator-generated content aligns with the brand attributes that LLMs use when recommending products across search, ecommerce, and social platforms. By analysing this alignment, Chorus advises brands on strategic creator partnerships and content adjustments necessary to amplify strengths or mitigate weaknesses in AI perception. In essence, it influences the brand’s reputation within AI-driven recommendation systems through curated creator content, helping brands shape their AI-generated reputation via targeted creator collaborations and content strategies[1][2][3].
Haleon, through its wellness brands, has demonstrated the effectiveness of Chorus by gaining an unprecedented window into how AI summaries position their products and retooling creator briefs accordingly. The success of Haleon's campaigns highlights that creator marketing is a strategic asset for influencing the emerging AI-first discovery process[4][5].
Neglecting the AI perception layer risks brands falling behind as the volume of AI-driven recommendations grows. By treating LLMs as critical gatekeepers, understanding their biases, adjusting messages, and leveraging creator authenticity, marketers can secure a place in both the human and machine-powered customer journey.
Chorus offers a roadmap for integrating creator marketing into the evolving landscape of AI-driven recommendations, aligning content investments with the algorithmic criteria that guide modern consumers. Marketers can then commission or optimise creator partnerships to reinforce strengths and shore up weaknesses in their brand's AI-generated reputation.
In summary, Chorus leverages AI insights from Jellyfish's Share of Model and harnesses creator marketing expertise from Collectively to help brands:
- Gain precise visibility into their AI-generated reputation as seen by LLMs - Understand brand perception compared to competitors in AI-driven environments - Evaluate and optimise creator content to enhance key brand attributes in LLM recommendations - Strategically shape brand reputation through creator partnerships and content creation tailored for AI algorithms[1][2][3].
As we move towards an AI-driven future, Chorus provides a valuable tool for brands seeking to navigate this new landscape and ensure their products and messages resonate with both human audiences and AI-driven discovery tools.
[1] https://www.jellyfish.co/news/jellyfish-and-collectively-launch-chorus-to-help-brands-shape-their-ai-generated-reputation/ [2] https://www.collectively.com/news/collectively-and-jellyfish-launch-chorus-to-help-brands-shape-their-ai-generated-reputation/ [3] https://www.adweek.com/digital/jellyfish-and-collectively-launch-chorus-to-help-brands-shape-their-ai-generated-reputation/ [4] https://www.marketingdive.com/news/haleon-uses-ai-tool-chorus-to-optimize-creator-partnerships-for-ai-driven-customer-journey/621537/ [5] https://www.forbes.com/sites/forbesagencycouncil/2022/09/16/how-brands-can-influence-ai-to-drive-discovery-and-purchase/?sh=53b25a036d66
Technology plays a significant role in shaping search and recommendation engines, with large language models (LLMs) like Google's Gemini and Meta's Llama becoming increasingly influential. Chorus, a collaborative tool launched by Jellyfish's Share of Model™ platform and creator marketing company Collectively, operates by mapping each LLM’s brand associations to help brands understand their AI-generated reputation and leverage creator marketing to shape this perception.
