Even the annual report is brand copy now as far as the LLMs are concerned.
They don’t separate the ad campaign from the investor documents. Put a question about a retailer to one of them and it pulls from the company’s site, product pages, press coverage and financial filings with little regard for who wrote what. For marketers, that widens the brand to every word about the company, much of it written by sources who have never seen a brand book.
“It’s not only about communication anymore, it’s also about other elements that go and get fed into the algorithm,” Vincenzo Riili, global CMO of Ikea Retail told Digiday in an interview arranged by Dentsu around its annual CMO survey.
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