By Sam Bradley • July 6, 2026 •
Ivy Liu
This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
Marketers have been trying to game LLM responses to suit their brands since users began turning to AI for search.
In recent months, they’ve become aware that AI search responses aren’t just a user touchpoint that needs attention, but a competitive arena in which they might influence the way their rivals are perceived — and have to guard against their rivals doing the same to them.
