As AI increasingly shapes buying behaviour and product recommendations, B2B marketers are being urged to consider not just how their brand is perceived by customers — but how it is viewed by the AI tools those customers consult.
UK-based agency Collectively has launched Chorus, a new platform designed to help brands understand how they are perceived by large language models (LLMs) such as ChatGPT and Google Gemini. Built on Jellyfish’s Share of Model platform, Chorus analyses AI-generated content to surface brand perceptions, compare positioning against competitors, and recommend adjustments to creator strategies that can positively influence future AI outputs.
Natalie Silverstein, chief innovation officer at Collectively, said: “What AI models perceive about a brand is fast becoming as important as how they’re discussed on LinkedIn or in the press. Chorus enables brands to assess how LLMs talk about them and adapt their creator and content strategies accordingly.”
Collectively’s launch reflects a growing awareness that generative AI tools are playing an influential role in B2B purchasing decisions. A recent YouGov poll commissioned by Jellyfish found that over half of 18–34-year-olds have had their product choices influenced by AI tools, with 47% saying they trust LLMs to provide high-quality recommendations.
For B2B marketers, the implications are significant. Buyers increasingly rely on AI-powered tools during early-stage research and vendor discovery, particularly in complex buying committees where speed and clarity are critical. If an AI tool presents one brand more favourably than another — whether due to content quality, relevance, or authority — it can affect deal pipelines before any sales conversation begins.
Chorus aims to bridge that gap by helping brands:
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Audit how their brand is positioned by LLMs relative to competitors
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Identify creator content that strengthens or weakens their AI narrative
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Align influencer strategies with the brand attributes most commonly surfaced by AI tools
Rather than relying solely on traditional metrics such as reach or engagement, Chorus introduces a new dimension: AI perception. This shift is particularly relevant for UK B2B firms looking to differentiate in saturated markets, where trust and reputation often tip the scales.
As the creator economy approaches a projected global value of £380 billion by 2027, the ability to combine creator marketing with AI optimisation could provide B2B marketers with a new route to cut through noise, shape market positioning, and influence unseen decision-makers.
Collectively describes Chorus as the first step in a longer-term strategy to help brands compete — not just for human attention, but also for algorithmic favour. For UK B2B marketers navigating a fast-changing digital landscape, the question may no longer be just what your customers think of you, but what their AI tools do.
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