How Brands Can Modify How AI Perceives Them
The Rise of AI Perception and Its Impact on Brands
For many brands, understanding how they are perceived by artificial intelligence (AI) is crucial in today’s digital landscape. With the advent of AI-powered language models, companies can now gain insights into how these models view their brand, its products, and its services. But what does it mean for a brand to be perceived by AI? And more importantly, can brands modify how they are perceived by these powerful machines?
Perception of Brands by AI
AI language models, such as Meta’s Llama model and OpenAI’s ChatGPT, perceive brands differently. For instance, Meta’s Llama model may view a brand as exciting and reliable, while OpenAI’s ChatGPT may see it as exciting but not necessarily reliable. This variation in perception is due to the distinct training data and algorithms used by each model.
Share of Model: A Tool for Understanding and Influencing AI Perception
Share of Model is a tool that can help brands understand how AI perceives them. This tool asks multiple AI models many questions about a brand and analyzes the responses to identify trends. The process is similar to a human survey, but the respondents are large language models. The ultimate goal of Share of Model is not only to understand how a brand is perceived by AI but also to modify that perception.
Can Brands Influence AI Perception?
While it is still uncertain how much brands can influence AI perception, preliminary results suggest that it may be possible. For instance, if a brand is represented by multiple sources, AI can be influenced to search the web and find the correct information. This means that brands can modify the data that AI uses to perceive them.
A Real-World Example: Ballantine’s Whisky
Pernod Ricard, the company behind Ballantine’s, a popular Scotch whisky, used Share of Model to understand how AI perceives its brand. The model identified Ballantine’s as a prestige product, which may be due to the existence of a prestige version of the whisky. To counteract this perception, Ballantine’s created new assets, such as social media images, to highlight the universal appeal of its mass product. While it is too early to determine the effectiveness of these changes, the brand is seeing positive results.
Increasing Transparency: The Future of AI Perception
As AI models become more transparent, such as with the advent of reasoning models, it will be easier for brands to understand and influence AI perception. With reasoning models, AI will share its process for solving a problem in text. This can help marketers identify what to focus on to change the way AI perceives their brand.
Conclusion
As AI continues to play a significant role in our digital lives, understanding how it perceives brands is crucial. With tools like Share of Model, brands can gain insights into AI perception and potentially influence it. While there is still much to be discovered, the future of AI perception holds much promise for marketers and brands.
FAQs
* What is Share of Model?
+ Share of Model is a tool that asks multiple AI models questions about a brand and analyzes their responses to identify trends.
* Can brands influence AI perception?
+ Yes, preliminary results suggest that it may be possible, but the extent to which brands can influence AI perception is still uncertain.
* What is a reasoning model?
+ A reasoning model is a type of AI model that shares its process for solving a problem in text, making it easier for brands to understand and influence AI perception.
