A compelling new concept in marketing metrics could be the next level in marketing measurement as AI adoption grows: the “share of model.” This AI-focused metric measures brand visibility and associations within AI-generated content by tracking brand mentions in the data sets of large language models (LLMs) like ChatGPT and Meta’s Llama 2.
Initially introduced by Jack Smyth earlier this year, and expanded upon by Tom Roach last week – both men are executives at Jellyfish – it is tailored for the AI era and could be a game changer if marketers can link the new metric to market share.
LLMs handle billions of queries daily, significantly shaping brand perceptions and visibility. Smyth outlines strategies for brands to optimize their share of model, including reviewing creative assets, engaging regularly with LLMs, and continuously adapting content to maintain favorable AI recognition.
Roach contextualizes this new metric by comparing it to traditional measures such as share of market, share of voice, and share of search. While share of market gauges market presence and profitability, share of voice links media spend to market share growth, and share of search tracks online brand searches, “share of model” serves a similar purpose in the AI context. It reflects brand visibility and positioning within AI-generated content, Roach says, offering a new dimension to monitor brand mentions, evaluate brand associations, and inform strategic communication.
Roach envisions “share of model” profoundly impacting future marketing strategies by providing deep insights into brand performance and market dynamics. He emphasizes the need for further research to establish robust relationships between this metric and traditional market share measures and brand performance.
In episode 417 of our For Immediate Release podcast, Shel and I discuss this new model and explore its potential compared to traditional measures. You can listen to the episode right here. Or, if you don’t see the embedded audio player below, listen on the show notes page at the FIR website.
In the rapidly evolving landscape of AI-driven content, understanding and influencing how LLMs perceive brands is becoming essential for marketers. Embracing and optimizing the “share of model” metric by marketers could help brands stay more relevant and engage more effectively with consumers in this digital age.
(Photo at top by Jakub Zerdzicki on Unsplash.)
