Is your brand prepared to respond to the generative AI? A reflection from Jellyfish Spain

In Jellyfish we have been observing how the behavior of users in digital environments evolves. But there is a change that begins to feel more strongly, and that we wanted to analyze in depth in our last article published in Harvard Business Review: The emerging role of language models (LLMS) as new brand discovery platforms.

More and more consumers are resorting to tools such as Chat GPT or Gemini not only to obtain answers, but to discover products, compare options and make purchase decisions. In fact, according to recent data, 58?% Of consumers already use generative for that purpose, a figure that has grown rapidly from 25?% Recorded in 2023.

From SEO to Som (Share of Model): a new metric that we have created for a new paradigm

In Jellyfish we propose a key evolution of the traditional SEO approach: start working with Share of Model. Instead of optimizing only in traditional search engines, it is about making sure the brands are well represented in the responses generated by the LLMs.

This implies a deep change. We do not talk only to appear, but of as You appear: with what level of authority, in what context and with what type of content.

And most importantly: unlike Google, there is no second page here. Or you are … or you are not.

In the Spanish context, where many brands are still focused on more classic visibility strategies «SEO ON-Page», »SEM», «Branded Content», this new layer represents both a challenge and a huge opportunity. The advantage is that we are still in time to position ourselves as reliable sources of information within the training and inference of AI models.

From Jellyfish, we believe that those brands that begin to generate more structured, useful, expert and aligned content with what these models consider “resolutive” will have a clear competitive advantage in the coming months.

Human-Ai Awareness: Where are you?

One of the most useful frames we propose in the article is the notoriety matrix Human-onewhich allows us to understand if your brand is visible to users, but also for platforms. In Spain, we are seeing cases of brands with a lot of investment in traditional or digital media that are not appearing in the responses of the generative models. It is the perfect time to close that gap.

Undoubtedly, we believe that we are facing a new strategic layer in digital marketing, an opportunity to lead a new space that has the accelerator. Instead of competing only for attention, we now compete to be the best answer. And that requires a combination of experience, quality content and a clear vision of where the platforms that users are choosing are going.

We are actively working with clients in Spain already global level to help them adapt their strategies to this new reality. If you think your brand may be staying behind, Contact us And we will help you.

Written by Bethlehem of Mingo, VP, Client Services, Jellyfish España