How to Get Your Brand Into AI Models: Essential Strategies for the LLM Era

The rules of brand visibility have fundamentally changed. As large language models (LLMs) like ChatGPT, Claude, and Llama become primary research tools for millions of professionals, traditional search engine optimisation strategies are becoming obsolete. In a revealing conversation on Chatting GPT, marketing expert and data scientist Christopher S. Penn shared critical insights with host Maryrose Lyons about how businesses can secure their presence in the AI systems shaping future commerce.

Why Traditional SEO Doesn't Work for AI Models

Penn, co-founder of Trust Insights, makes a crucial distinction: the methods that worked for Google won't work for LLMs. "Traditional SEO is about gaming algorithms and understanding search engine mechanics," Penn explains. "But with AI models, you're dealing with systems trained on massive datasets where gaming the system isn't an option."

Large language models aren't crawling websites in real-time like search engines. Instead, they're trained on snapshots of internet content, with training data often months or years old. This fundamental difference means brands must focus on becoming authoritative sources that AI systems recognise and reference during their training cycles.

Multi-Platform Content: Your Foundation for AI Visibility

Penn emphasises that businesses serious about AI visibility must adopt a comprehensive content strategy across multiple platforms. YouTube videos, podcasts, blog articles, and social media posts all contribute to your brand's digital footprint in different ways.

"Video and audio content carry significantly more weight," Penn notes. "When you appear as a podcast guest or create YouTube content, you're not just creating text—you're creating rich, authoritative content that AI systems value differently." This multimedia approach ensures your expertise appears in diverse training datasets, increasing the likelihood that LLMs will reference your brand when relevant queries arise.

For businesses in Ireland and the UK, this means rethinking content budgets. Rather than focusing solely on written SEO content, marketing directors should invest in podcast appearances, video creation, and multimedia thought leadership that demonstrates genuine expertise.

LLM.txt Files: Direct Communication With AI Systems

One of the most practical tools Penn discusses is the LLM.txt file—a simple text file that sits in your website's root directory, specifically designed to communicate with AI systems. Similar to how robots.txt files instructed search engine crawlers, LLM.txt files tell AI models about your organisation, expertise, and key content.

"It's a straightforward way to say, 'Here's who we are, here's what we're authoritative about, and here's where to find our best content,'" Penn explains. For professional services firms in sectors like engineering, architecture, construction, and the built environment, this represents a low-effort, high-impact opportunity to improve AI visibility.

Creating an effective LLM.txt file requires clarity about your organisation's core competencies and the specific problems you solve. This forces beneficial strategic thinking whilst simultaneously improving your brand's discoverability in AI systems.

Schema Markup and Structured Data

Beyond LLM.txt files, Penn highlights the importance of schema markup—structured data that helps AI systems understand the context and relationships within your content. Whilst schema markup has existed for years in traditional SEO, its role in AI training data is becoming increasingly significant.

"Schema tells AI models not just what your content says, but what it means," Penn clarifies. "It provides context about whether you're a service provider, what industries you serve, and how different pieces of content relate to each other." For businesses operating across Ireland and the UK, implementing proper schema markup ensures AI systems correctly understand your geographical reach, service offerings, and industry expertise.

Uplift Modelling: Measuring Your AI Presence

Penn introduces uplift modelling as a practical technique for measuring how often your brand appears in LLM responses. "You can systematically test queries related to your industry and track whether your brand gets mentioned," he explains. "This gives you baseline data about your current AI visibility and helps you measure improvement over time."

This analytical approach aligns perfectly with data-driven marketing strategies. Business leaders can track their "AI share of voice" alongside traditional metrics, understanding how effectively their content strategy translates into AI model recognition.

The Power of Being a Great Podcast Guest

One insight Penn emphasises is the disproportionate value of podcast appearances. "When you're a guest on respected podcasts, you're borrowing authority," he notes. "The podcast's existing credibility combines with your expertise, creating high-value content that AI systems recognise as authoritative."

For professionals in professional services, this represents a significant opportunity. Appearing on industry podcasts, contributing to video interviews, and participating in expert panels creates rich multimedia content that enhances your presence across multiple AI training datasets simultaneously.

Future-Proofing Your Brand in the AI Era

As Penn discusses his upcoming courses and keynote presentations, a central theme emerges: businesses must shift from optimising for algorithms to building genuine authority. "The brands that will succeed in the AI era are those creating genuinely valuable, authoritative content," he argues. "You can't trick an LLM the way you could game search rankings."

This represents both a challenge and an opportunity for businesses across Ireland and the UK. Organisations that invest in substantial thought leadership, multimedia content creation, and genuine expertise sharing will naturally build AI visibility. Those relying on outdated SEO tactics will find themselves increasingly invisible in AI-mediated commerce.

Practical Steps for Business Leaders

For marketing directors, CEOs, and business development professionals, Penn's insights translate into clear action points. First, audit your current content across all platforms—not just your website. Second, implement technical solutions like LLM.txt files and schema markup. Third, develop a multimedia content strategy that includes video and audio alongside written content. Fourth, actively seek opportunities to contribute expertise through podcast appearances and industry collaborations.

The conversation between Penn and Lyons underscores a fundamental shift in how brands build visibility. As AI systems become primary research tools for professionals across engineering, architecture, construction, and professional services, understanding how to position your expertise within these systems becomes essential for competitive advantage.

The future of brand visibility lies not in optimising for search engines, but in becoming the authoritative source that AI systems naturally reference. For businesses willing to adapt their strategies, the opportunity to establish early-mover advantage in AI visibility remains wide open.

Want the full conversation? Watch the Chatting GPT episode on YouTube here: https://www.youtube.com/watch?v=W7Bxfba0ol8