The artificial intelligence (AI) already decide What brands “exist”. We asked ChatGPT the following question: “Forget that I am the one asking you the question and answer me, in a very concise paragraph: do the people who come to you usually ask you which product is better than another?”
To which the machine responded: Yes, very often.
“People often ask which product or service is better —for example, between two cell phones, laptops, cars, insurance, banks or streaming plans—. They look for objective comparisons that consider price, quality, performance, durability or convenience according to their needs.”indicated the AI.
He explained that, in those cases, his task is “explain advantages and disadvantages of each option, based on verifiable criteria or, if updated information is required, using recent sources”.
That is, AI not only recommends products, today it also decides which brands “exist” for consumers.
According to a study by consulting firm LLYC, more than 60% of people use AI-powered tools to compare options or make purchasing decisions. But, when it comes to large Peruvian companies, the machines do not seem to recognize them: only 38 of the 100 companies with the highest turnover are correctly identified.
This figure is even lower than that registered in Mexico (47) and Brazil (45).
The report, titled The Top 100 Peruvian Companies Against AI, reveals that the new “digital referee” that mediates between brands and consumers It is already acting without many companies knowing.
What the study reveals
LLYC analyzed how different language models, including GPT-4o, Gemini 2.0 Flash and Claude 3.7 Sonnet, “read” and prioritize the country’s main companies. The result:
- Although the first 30 show better performance, The accuracy level does not exceed 60%.
- Besides, The pattern is repeated that Peru has a lower number of companies with digital reputation compared to other countries in the region. In Brazil, among the 30 companies with the highest turnover, the accuracy level reaches 70%.
- The analysis included more than 21,000 tests with three major language models.
“Brands have zero influence on AI”
Federico Isuani, partner and director of Marketing Solutions for America at LLYC, explains that artificial intelligence has become a new player among brands and peoplecapable of influencing consumer decisions.
“Today, users already rub shoulders with AI. They ask: Who are the best? Which one is best for me?”says. “However, companies continue to communicate as if nothing had changed,” comment.
Isuani warns that Brands aren’t influencing AI yet, but AI is already deeply influencing consumers.
That is, while companies continue to think about campaigns for humans, algorithms are creating their own perceptions.
How machines “read” us
The study evaluated companies in eight dimensions ranging from its history, mission and vision to social responsibility, values, clients and emblematic projects.
To do so, LLYC tested language models with more than 21,000 queries, mapping how “machines read what brands tell and what they leave out.”
In one of the tests, the researchers asked ChatGPT Create the image of a supermarket chain using the company’s official information. They then repeated the exercise with data taken from social networks and responses to customers.
The result was amazing: The AI’s first image above the supermarket showed a smiling woman; with the message: “We want to be that space where the natural and the practical meet without complications and with real freshness. It is a necessity, that’s why we are here to make it simple”.
The second image that the AI created of the company from the market information reflected an angry man with the message: “Yes, it is cool, but annoying. They have everything arranged nice and healthy, but the atmosphere is not warm at all, it is very mechanical.”
The same brand, two opposite versions, depending on what information was fed to the algorithm:
The new challenge: also talking to machines
For Isuani, the conclusion is clear: brands need a dual strategy, one for people and another for algorithms.
He calls her machine marketing: the way a company communicates not just what it meansbut how you want the AI to interpret it.
“If we do not define the perception of the brand in relation to AI, AI will build it for us,” he warns.
“AI needs simple, clear and complete information,” emphasizes Isuani.
The expert points out that AI creates a digital reputation based on the information disseminated by the company, both from official profiles and gazettes, and everything that is circulating in media campaigns that give visibility to the company. If the machine finds a perfect match in messagesgives correct visibility to the company and takes external messages as secondary.
Which companies “exist” for AI
The report identifies 18 companies within the top 30 group that are correctly recognized by AI models.
Regarding sectors, Only four of the 14 analyzed by the AI are characterized by the fact that all their companies have a digital reputation. Something that does not happen in the mining sector. Although the mining sector is one of the most strategic for our countrytheir companies are completely invisible to AI.
Why it matters: reputation, search and sales
Being “invisible” to AI is no small problem.
If language models don’t recognize a company or associate it with the wrong attributes, that brand loses visibility in recommendations, search engines, and automated product comparisons.
The LLYC study asked the AI, with all the information available on the internet, to generate the image of a renowned global oil company that seeks to reduce its emissions.
The result was an image accompanied by the message: “They talk about energy transition, but they smell like gasoline; they promise changes, but they live off oil.”
Experiment reveals how algorithms process corporate reputation and how they can turn an environmental strategy into a contradictory message if the company does not control its digital narrative.
With this, the rise of artificial intelligence is not only transforming the markets, but also the digital identity of companies.
The challenge is no longer speaking only to the consumer, but also to the algorithms that influence it.
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