Large Language Models (LLMs) are advanced AI systems trained on massive datasets to understand and generate human-like text based on prompts. Tools like ChatGPT and Claude are examples of LLMs that can answer questions, summarize information, and generate content.
For digital marketers, understanding how these models work is increasingly important, as more users turn to AI tools instead of traditional search engines to find information and make purchasing decisions. Optimizing content for visibility within LLM-generated responses—sometimes called GEO or generative engine optimization—requires clear, helpful, well-structured content that aligns with user intent. While traditional click-throughs from search are decreasing, strong brand visibility within these tools can still influence awareness, preference, and eventual conversions. As AI continues to shape how people search and interact with content, adapting marketing strategies to account for LLM behavior is essential.
