The introduction of large language models (LLMs) into our lives has triggered one of the fastest changes in consumer behaviour in recent times. The person primarily responsible for this turning point, OpenAI founder and CEO Sam Altman, suggested this year that 10% of the world now uses ChatGPT, making it one of the fastest-growing businesses ever.
There is no doubt that AI is already having and will continue to shape consumer behaviour, with a Capgemini survey released earlier this year showing that 71% of consumers now want generative AI tools integrated into their shopping experiences. And while there are many opinions on what this means for brands and how they need to adapt (most of which are overly alarmistic), what is being overlooked in the conversation is what a brand means to the LLMs.
