South Africa, May 16 -- Unlike traditional SEO, where brands can target specific keywords, LLM consider context, user intent, and real-time data, leading to unpredictable visibility.

An analysis of 17 retail-related prompts showed that 82% of LLM results surfaced brands, with two to 16 brands mentioned per prompt, but these mentions varied daily, highlighting the need for continuous monitoring.

South African brands face more unpredictability

For South African brands, this unpredictability is compounded by the need to compete in a market with relatively high LLM usage, making adaptation even more critical.

The influence of LLM on digital marketing and online shopping is set to grow as these models become more sophisticated and widely a...