What is an LLM?

An LLM (Large Language Model) is an AI model trained on huge amounts of text that understands and generates human language. LLMs are the technology behind tools such as ChatGPT, Google Gemini and Claude. They are fundamentally changing how people search and how content is found and consumed.

How does an LLM work?

An LLM learns statistical patterns in language by processing billions of texts. Based on a prompt, it generates a likely answer by predicting which word best follows the previous one. LLMs do not understand language in a human sense, but they are extremely effective at synthesising and summarising information.

LLMs and marketing

LLMs are used for content creation, personalisation at scale, chatbots and customer service. In search, they are changing the SERP through AI Overviews. Optimising content to be cited by LLMs is the core of GEO.

LLMs and AI visibility

Which sources an LLM cites depends on its training data and real-time search integration. Build authority through E-E-A-T and a broad online presence to be cited more often.

What is the difference between an LLM and a chatbot?

A chatbot is an end-user application; an LLM is the underlying technology that powers the chatbot.

Which LLMs are used most?

GPT-4 (OpenAI), Gemini (Google) and Claude (Anthropic). More at developers.google.com/search.