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<\/p>\nSome of the world\u2019s leading brands are effectively invisible in large-language model search results because they have not built content for machine readability, according to Kantar\u2019s Karin Du Chenne.<\/p>\n
The research agency\u2019s executive director told an audience at Mumbrella360 that the shift to AI-driven search has exposed a gap between how brands communicate with humans and the consistency and structure required for LLM systems to surface them.<\/p>\n
\u201cWe\u2019re no longer just marketing to humans, we\u2019re marketing to machines as well,\u201d she said.<\/p>\n
\u201cThey\u2019re just as important as humans. There are two new jobs we have to do. First, we need to get the LLMs to choose us. They respond to natural language, and increasingly to reviews, ratings and signals like that.\u201d<\/p>\n
ADVERTISEMENT<\/p>\n
Not only that, Du Chenne said, brands also need to \u201cshow up in the way we intended\u201d.<\/p>\n
\u201cThe more you\u2019re known for the same thing \u2014 and the more you stand for something distinctively different \u2014 the more likely you are to climb to the top.\u201d<\/p>\n
Using the example of prompting an LLM to identify the best everyday shampoo brand, she said market leaders often fail to appear.<\/p>\n
\u201cThe market leaders are not showing up. They\u2019re just not showing up. And the reason for this is that they have not been marketing using their websites, they\u2019ve not been doing search engine optimisation for this kind of question.<\/p>\n
\u201cThey\u2019ve been marketing in the supermarket. They look at the impact of emotive television advertising, which has built their brands to be extremely successful as they are now. But sadly, machines do not have this emotional reader.\u201d<\/p>\n
Instead, she said, machines operate very differently.<\/p>\n
\u201cThey look everywhere for the answer. The answer does not come from one place. It comes from a patchwork of many, many citations, and it looks for the most common answers.<\/p>\n
\u201cSo the more you\u2019re noted for the same thing, and you stand for something distinctively different, you will rise to the top.\u201d<\/p>\n
<\/p>\n
The \u201cpatchwork\u201d of sources that feed LLMs: Kantar<\/p>\n
The \u201cpatchwork\u201d of sources that feed LLMs reflects Kantar\u2019s broader argument for the role of human intelligence, or \u201cHI\u201d.<\/p>\n
\u201cWhen you do stand for something, when your brand has a meaningful difference that\u2019s distinctive to people, that has the highest correlation with AI.\u201d<\/p>\n
\u201cWhen we market to humans, we know how to catch emotion. We know how to get the heartstrings going; the merge of clarity, consistency and distinctive efforts. We need to make distinctive assets; we need to make their needs emotional and rational, but with the machines, we need to show that we are the best.<\/p>\n
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<\/p>\n
Karin Du Chenne talks marketing to the machines at Mumbrella 360 2026 (Mumbrella)<\/p>\n
\u201cWe need to tell people we are the number one rated and we\u2019re not necessarily doing that right now.<\/p>\n
\u201cWe are so good at capturing the laughter, the moment for magical stories \u2014 the LLMs just read it for more information.\u201d<\/p>\n
She outlined five key pieces of advice for marketers, the first of which is to make an AI plan that is brand-first.<\/p>\n
\u201cSecondly, as much as we are talking to LLMs, if it doesn\u2019t have a human-first lens, it\u2019s just going to go rogue,\u201d she said. \u201cWe still need to make sure we\u2019re thinking about our human needs and insights.\u201d<\/p>\n
Third, upend the traditional customer journey. \u201cPeople are replacing search, which used to be quite simple queries, with actually quite complicated, high-expectation queries. They expect much more from ChatGPT or Gemini,\u201d Du Chenne said.<\/p>\n
She also pointed to the issue of trust, particularly as advertising begins to enter AI environments, including ChatGPT\u2019s recent introduction of ads.<\/p>\n
\u201cWhen advertising enters the conversation, trust is the first thing that is going to leave the door,\u201d Du Chenne said. \u201cAudiences know authenticity, and so do people using the LLMs.\u201d<\/p>\n
Finally, she emphasised the importance of critical thinking.<\/p>\n
\u201cDo not hire someone for their excellent Excel skills \u2014 that\u2019s going to be your media planner. Hire someone for how they think about what they are doing with that media plan; have they thought about it holistically? Do they understand the implications?<\/p>\n
\u201cCritical thinking is going to be one of the most important skills that we need in our marketing department going forward.\u201d<\/p>\n
\u201cEvery business is going to be transformed by AI. The question isn\u2019t if, it\u2019s how fast you adapt,\u201d she added.<\/p>\n
\u201cIf we don\u2019t change, we risk becoming irrelevant. But if we do, we have the opportunity to become the most effective, efficient marketing teams we\u2019ve ever been.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Some of the world\u2019s leading brands are effectively invisible in large-language model search results because they have not…\n","protected":false},"author":2,"featured_media":700440,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[256,254,255,64,63,216061,341082,8393,341030,105],"class_list":["post-700439","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-au","tag-australia","tag-kantar","tag-karin-du-chenne","tag-llm","tag-mumbrella360-2026","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/700439","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=700439"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/700439\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/700440"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=700439"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=700439"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=700439"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}