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Leaning into large language models (LLMs)

LLMs are changing how users interact with the digital world. For many brands the first instinct is to hide and protect against genAI value erosion. I think that’s the wrong take. Consider how SEO changed consumer preference: to hide from SEO makes you invisible to modern customer discovery. LLMs represent an opportunity for discovery in a new medium.

Wikipedia— a product many would consider the most at risk from the compressed knowledge of an LLM— is demonstrating this by leaning into data availability, making it easier for machines to access their data.

You don’t want to be invisible to an incredibly fast growing channel — one growing at 40% per month. Bain gives excellent advice-- takeaways that won’t be foreign to any marketer: measure, optimize, and iterate to take advantage of the new medium.

Adam Landis

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