In this episode of The Unfair Advantage, Don Packett and Kelvin Jonck return from a short season break to unpack why large language models (LLMs) have effectively become the ultimate brand influencers. Unlike traditional creators who rely on paid product placement, AI platforms operate on a "pull model" where consumers actively seek out their unbiased, unsolicited advice to make real-world purchase decisions.

But here is the catch: AI models are not a monolith. Every LLM has a completely unique personality and data priority set that dictates what it recommends:

• ChatGPT (The Scholar): Demands deep structure, nuance, and rich context.

• Perplexity (The Researcher): Operates as a fact checker valuing schema markup and authoritative citations.

• Claude (The Local Skeptic): Built to see straight through corporate marketing fluff and look for on-the-ground truth.

• Gemini (The Google Traditionalist): Strictly prioritizes institutional authority signals, E-E-A-T, and trusted domains.

• Grok (The News Desk): Obsessed with speed, real-time social pulses, and fresh data.

  
  

Don shares a firsthand look at this power shift, explaining how Gemini leveraged six months of his personal fitness and Strava data to actively talk him out of a late-night restaurant run.

If your customers are turning to chatbots instead of search engines, you cannot afford to try to market your way into the algorithm with traditional fluff or goodie bags. Tune in to discover the technical, content, and entity trust frameworks your business needs to survive and thrive in this new era of Answer Engine Optimisation (AEO)