Beyond treating AI assistants, including ChatGPT and Gemini, as discovery engines, some brands are starting to use these platforms to plan their ad buys. Jellyfish, the Brandtech Group-owned agency, is pitching exactly that.
Its “Share of Model” product measures how often AI models mention a brand compared to competitors—analyzing themes, sentiment, and cultural context—and translates those insights into targeting signals for Google’s Performance Max (PMax) campaigns.
For Project Management Institute (PMI), a professional organization for project, program, and portfolio management, this approach translated into a 20% lift in sales volume, a 45% increase in conversions, and a 156% improvement in return on ad spend over a 90-day campaign that concluded in early January, according to Jellyfish.
