{"id":85,"date":"2025-10-11T14:28:16","date_gmt":"2025-10-11T14:28:16","guid":{"rendered":"https:\/\/www.citec.ai\/ai-insights\/?p=85"},"modified":"2025-12-24T02:14:51","modified_gmt":"2025-12-24T02:14:51","slug":"the-rise-of-large-language-models-in-customer-discovery","status":"publish","type":"post","link":"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/","title":{"rendered":"The Rise of Large Language Models in Customer Discovery"},"content":{"rendered":"\n<p class=\"wp-block-yoast-seo-estimated-reading-time yoast-reading-time__wrapper\"><span class=\"yoast-reading-time__icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-icon=\"clock\" width=\"20\" height=\"20\" fill=\"none\" stroke=\"currentColor\" style=\"display:inline-block;vertical-align:-0.1em\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M12 8v4l3 3m6-3a9 9 0 11-18 0 9 9 0 0118 0z\"><\/path><\/svg><\/span><span class=\"yoast-reading-time__spacer\" style=\"display:inline-block;width:1em\"><\/span><span class=\"yoast-reading-time__descriptive-text\">Estimated reading time: <\/span><span class=\"yoast-reading-time__reading-time\">6<\/span><span class=\"yoast-reading-time__time-unit\"> minutes<\/span><\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Table of contents<\/h2><ul><li><a href=\"#h-why-consumers-ask-llms-for-recommendations\" data-level=\"2\">Why consumers ask LLMs for recommendations<\/a><\/li><li><a href=\"#h-the-data-behind-llm-driven-discovery\" data-level=\"2\">The data behind LLM\u2011driven discovery<\/a><\/li><li><a href=\"#h-why-llm-optimization-matters\" data-level=\"2\">Why LLM optimization matters<\/a><\/li><li><a href=\"#h-strategies-for-engaging-consumers-through-llms\" data-level=\"2\">Strategies for engaging consumers through LLMs<\/a><\/li><li><a href=\"#h-conclusion-and-next-steps\" data-level=\"2\">Conclusion and next steps<\/a><ul><li><a href=\"#h-references\" data-level=\"3\">References<\/a><\/li><\/ul><\/li><\/ul><\/div>\n\n\n\n<div class=\"wp-block-yoast-seo-ai-summarize yoast-ai-summarize\"><h2>Key Takeaways<\/h2>\n<ul class=\"wp-block-list yoast-ai-summarize-list\">\n<li>Conversational AI tools like ChatGPT greatly influence the buyer journey, as shown by a tenfold increase in LLM mentions in 2025.<\/li>\n\n\n\n<li>Consumers appreciate personalized recommendations from LLMs due to their speed and tailored interactions.<\/li>\n\n\n\n<li>Brands must focus on LLM optimization to ensure visibility in AI-generated responses, unlike traditional SEO which focuses on search rankings.<\/li>\n\n\n\n<li>Strategies include auditing your brand presence, creating entity-rich content, earning reputable mentions, and using conversational language.<\/li>\n\n\n\n<li>Companies that optimize for LLMs now will likely dominate when consumers rely more on AI recommendations in the future.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<p>A few years ago, asking a chatbot for a product recommendation might have sounded like science fiction. Today it\u2019s commonplace. Conversational AI tools such as ChatGPT, Claude and Gemini tap enormous datasets to provide personalized suggestions. They digest complex requests, ask clarifying questions and speak in a human\u2011like tone. As consumers adopt these helpers, their influence on the buyer journey is growing quickly. Fairing\u2019s Q2&nbsp;2025 benchmark report tells the story: between January and mid\u2011July&nbsp;2025, there was <strong>more than a tenfold increase<\/strong> in \u201cHow did you hear about us?\u201d survey responses that mention a large language model platform (Fairing&nbsp;2025). At the same time, <strong>roughly one in seven brands<\/strong> now reports at least one customer citing an LLM in attribution surveys (Fairing&nbsp;2025). For marketers, this surge represents both an opportunity to engage customers in new spaces and a mandate to rethink visibility.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-consumers-ask-llms-for-recommendations\"><strong>Why consumers ask LLMs for recommendations<\/strong><\/h2>\n\n\n\n<p>The appeal of conversational AI goes far beyond novelty. Models like ChatGPT can conduct multi\u2011turn conversations, digest messy questions and suggest options that feel tailored to a user\u2019s needs. Many people appreciate the speed and nuance of these interactions. According to IDC, <strong>over 45&nbsp;percent of people now use generative AI weekly<\/strong> (IDC&nbsp;2025), and adoption is accelerating. When someone asks a tool to plan a vacation itinerary, it\u2019s natural to follow up with, \u201cWhat\u2019s the best luggage brand for frequent flyers?\u201d These assistants remove friction from research: instead of sifting through dozens of links, you describe your preferences and receive instant, contextual responses.<\/p>\n\n\n\n<p>There\u2019s also an element of trust. Large language models synthesize information from reputable sources and present it in a conversational tone. When a prospect mentions that they heard about your company from ChatGPT, it signals that your content and reputation were strong enough to be incorporated into an AI\u2019s knowledge base. Fairing\u2019s data show that the <strong>average number of LLM mentions per brand is rising<\/strong> (Fairing&nbsp;2025). Brands that fail to appear in these conversations risk falling off the radar entirely.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-data-behind-llm-driven-discovery\"><strong>The data behind LLM\u2011driven discovery<\/strong><\/h2>\n\n\n\n<p>Fairing\u2019s benchmark study paints a picture of a nascent yet explosive channel. From January to July&nbsp;2025 the number of respondents crediting an LLM skyrocketed <strong>more than ten times<\/strong> (Fairing&nbsp;2025). While ChatGPT remains the most frequently mentioned assistant, competitors like Claude and Gemini are growing quickly. The distribution of mentions is wide but shallow: about <strong>15&nbsp;percent of brands<\/strong> in the dataset have at least one LLM\u2011attributed customer (Fairing&nbsp;2025), but for many of those brands, mentions represent less than 0.5&nbsp;percent of total responses. In other words, conversational discovery is still early, leaving plenty of room for first movers to build share of voice.<\/p>\n\n\n\n<p>Industry forecasts underscore why optimization is critical. IDC projects that companies will <strong>spend up to five times more on LLM optimization than on traditional SEO by 2029<\/strong> and that generative AI spending will grow at a <strong>59&nbsp;percent compound annual growth rate<\/strong> between 2023 and 2028 (IDC&nbsp;2025). With <strong>over 45&nbsp;percent of people using generative AI weekly<\/strong> (IDC&nbsp;2025), discovery behaviour is clearly shifting. Marketers can\u2019t afford to ignore channels that are drawing both consumer attention and corporate investment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-llm-optimization-matters\"><strong>Why LLM optimization matters<\/strong><\/h2>\n\n\n\n<p>If traditional SEO is about ranking high on a search results page, LLM optimization is about being included in the AI\u2019s knowledge base and surfacing in its responses. Unlike search engines, which display dozens of results, a conversational assistant may mention only a handful of brands. When someone asks, \u201cWhat are the best project management tools for small teams?\u201d they might receive three suggestions. If your brand isn\u2019t one of them, you\u2019re invisible.<\/p>\n\n\n\n<p>Optimizing for LLMs hinges on two factors: <strong>frequency<\/strong> and <strong>relevance<\/strong>. Frequency refers to how often your brand is mentioned across high\u2011quality sources. Relevance relates to how clearly those mentions tie your name to the problems you solve. Achieving this means earning citations on authoritative websites, ensuring consistent entity representation and providing structured, factual information that models can easily parse. The more signals an AI receives that your brand is credible and relevant, the more likely it is to include you in an answer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-strategies-for-engaging-consumers-through-llms\"><strong>Strategies for engaging consumers through LLMs<\/strong><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Audit your presence.<\/strong> Start by asking popular assistants about your brand and your competitors. Note whether you\u2019re mentioned, how you\u2019re described and which sources are cited. This will reveal gaps you need to address.<\/li>\n\n\n\n<li><strong>Create entity\u2011rich content.<\/strong> Publish articles, case studies and FAQs that clearly associate your brand with the challenges you solve. Include technical details, customer testimonials and comparisons. This gives models explicit data points to reference.<\/li>\n\n\n\n<li><strong>Earn reputable mentions.<\/strong> Seek guest posts, interviews and citations on authoritative sites in your industry. Fairing\u2019s research suggests that mentions across diverse platforms are fuelling the surge in LLM attribution (Fairing&nbsp;2025). High\u2011quality backlinks have always mattered; now, high\u2011quality mentions do too.<\/li>\n\n\n\n<li><strong>Use natural, conversational language.<\/strong> LLMs are trained on human conversation. Write in a clear, accessible style that mirrors the way people speak. Answer questions directly and anticipate follow\u2011ups. This improves the likelihood that your content will match conversational prompts.<\/li>\n\n\n\n<li><strong>Monitor and iterate.<\/strong> Patterns will shift quickly as more consumers and assistants enter the market. Regularly revisit your audits, update your content and watch for emerging assistants or channels where your audience spends time.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion-and-next-steps\"><strong>Conclusion and next steps<\/strong><\/h2>\n\n\n\n<p>Large language models are no longer just novelty chatbots; they are influential discovery engines. Data from Fairing shows explosive growth in customers citing LLMs, and IDC forecasts confirm that brands will pour resources into optimizing for these conversations. The companies that get ahead today\u2014by auditing their presence, creating rich content, earning reputable mentions and speaking the language of their customers\u2014will be the ones that show up when an AI assistant makes a recommendation.<\/p>\n\n\n\n<p>Want to go deeper? Check out our guide on <strong>optimizing your content for LLMs<\/strong> to ensure your brand stays visible as conversational AI becomes the default discovery channel: <a href=\"https:\/\/www.citec.ai\/ai-insights\/best-practices\/how-to-optimize-your-content-for-llms-without-over-engineering-it\/\">How to Optimize Your Content for LLMs<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-references\"><strong>References<\/strong><\/h3>\n\n\n\n<p>Fairing&nbsp;(2025) \u2014 https:\/\/fairing.co\/resources\/benchmarks\/llm-product-discovery-benchmarks-q2-2025 IDC&nbsp;(2025) \u2014 https:\/\/blogs.idc.com\/2025\/09\/12\/marketings-new-imperative-the-shift-from-seo-to-llm-optimization\/<\/p>\n\n\n\n<ul class=\"wp-block-yoast-seo-related-links yoast-seo-related-links\">\n<li><a href=\"https:\/\/www.citec.ai\/ai-insights\/best-practices\/how-to-optimize-your-content-for-llms-without-over-engineering-it\/\">How to Optimize Your Content for LLMs (Without Over\u2011Engineering It)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.citec.ai\/ai-insights\/best-practices\/best-practices-for-improving-brand-presence-in-ai-overviews\/\">Best Practices for Improving Brand Presence in AI Overviews<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.citec.ai\/ai-insights\/best-practices\/human-in-the-loop-why-hybrid-oversight-beats-full-automation-in-ai-visibility\/\">Human-in-the-Loop: Why Hybrid Oversight Beats Full Automation in AI Visibility<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.citec.ai\/ai-insights\/foundations\/e-e-a-t-in-the-age-of-ai-building-trust-with-machines-and-humans\/\">E\u2011E\u2011A\u2011T in the Age of AI: Building Trust with Machines and Humans<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.citec.ai\/ai-insights\/foundations\/ai-overviews-vs-traditional-search-what-businesses-need-to-know\/\">AI Overviews vs.&nbsp;Traditional Search: What Businesses Need to Know<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>A few years ago, asking a chatbot for a product recommendation might have sounded like science fiction. Today it\u2019s commonplace. Conversational AI tools such as ChatGPT, Claude and Gemini tap enormous datasets to provide personalized suggestions. They digest complex requests,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":87,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-85","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-foundations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Rise of Large Language Models in Customer Discovery - CiTec AI<\/title>\n<meta name=\"description\" content=\"Explore how LLM brand presence is transforming the buyer journey and influencing consumer decisions today.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Rise of Large Language Models in Customer Discovery\" \/>\n<meta property=\"og:description\" content=\"Explore how LLM brand presence is transforming the buyer journey and influencing consumer decisions today.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/\" \/>\n<meta property=\"og:site_name\" content=\"CiTec AI\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-11T14:28:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-24T02:14:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.citec.ai\/ai-insights\/wp-content\/uploads\/2025\/12\/ai-user-journey.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1376\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"CiTec AI\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"CiTec AI\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/\"},\"author\":{\"name\":\"CiTec AI\",\"@id\":\"https:\/\/www.citec.ai\/ai-insights\/#\/schema\/person\/0f8d4e6afca7e06d853b1fddf0593746\"},\"headline\":\"The Rise of Large Language Models in Customer Discovery\",\"datePublished\":\"2025-10-11T14:28:16+00:00\",\"dateModified\":\"2025-12-24T02:14:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/\"},\"wordCount\":1218,\"publisher\":{\"@id\":\"https:\/\/www.citec.ai\/ai-insights\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.citec.ai\/ai-insights\/wp-content\/uploads\/2025\/12\/ai-user-journey.jpg\",\"articleSection\":[\"foundations\"],\"inLanguage\":\"en-US\",\"accessibilityFeature\":[\"tableOfContents\"]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/\",\"url\":\"https:\/\/www.citec.ai\/ai-insights\/foundations\/the-rise-of-large-language-models-in-customer-discovery\/\",\"name\":\"The Rise of Large Language Models in Customer Discovery - 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