A study from the Boston Consulting Group reveals that 28% of consumers are now using AI to recommend products like cosmetics. This trend is pushing brands to consider how AI perceives their products. For instance, a meal prep company was labeled as “complicated” by ChatGPT due to an ad featuring chopped chives, suggesting that AI might view simple tasks like chopping as a deterrent for potential customers. Brands are now using tools like Share of Model to understand and influence AI’s perception of their products. This software assesses how different AI models view a brand, revealing that perceptions can vary significantly between models. For example, Meta’s Llama might see a brand as exciting and reliable, while OpenAI’s ChatGPT might not view it as reliable. The influence of AI on consumer behavior is becoming crucial, with brands potentially needing to optimize for AI perception as much as for human consumers. However, the ability to influence AI models remains uncertain, and there are concerns about biases within these models, which tend to favor global brands over local ones.
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