In 2024 Gokcen Karaca, the head of digital and design at Pernod Ricard, was surprised to learn that two-thirds of Gen Zers and more than half of Millennials had started using large language models (LLMs) to research products. It was time, he figured, to formally study what the LLMs were saying about his liquor brands. So he teamed up with the digital marketing services agency Jellyfish to analyze how the leading AI models represented his brands. The findings dismayed him. LLM data was often incomplete or incorrect. One popular AI model, for instance, miscategorized Ballantine’s Scotch whiskey, an affordable mass-market offering, as a prestige product.
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