Episode 19: Large language models are your brand’s new audience

In this episode of Pebble Presents, I chat with Dev Finley about how large language models (LLMs) are becoming a new kind of audience for brands, and what that means for the people responsible for brand and marketing strategy. You’ll hear us discuss why LLMs are becoming influential (re: influencers) in the buyer journey, and what that means for marketing strategy, what AI models actually look for when deciding whether to recommend a brand, as well as what erodes that confidence. Make sure you tune in, as we also discuss the metrics that matter when implementing better AI brand alignment. **Emelia Rallapalli** is the founder of Pebble, a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.  **Dev Finley** works across brand strategy, storytelling, and partnerships. He’s helped tech companies—from Apple, Microsoft, and C3.ai to early-stage startups—find their voice, sharpen positioning, and build brand programs that drive growth. Today, Dev is helping brands claim their story in a market being reshaped by AI, and building the strategies, narratives, and tools to do it. Welcome to Pebble Presents. \- - - - - - - - - If you liked this episode of Pebble Presents, please share it with colleagues and friends! Find us on Apple Podcasts, Spotify, and YouTube to rate/review/subscribe to the show. Want more? Visit PebbleStrategy.com.  You can also find us on LinkedIn (https://www.linkedin.com/company/pebble-strategy/) and Instagram(https://www.instagram.com/pebblestrategy/). Thanks for listening and joining the conversation! **References** - Studio Devoe website: https://www.studiodevoe.com/ - Dev Finley on Instagram: https://www.instagram.com/devoe - Dev Finley on LinkedIn: https://www.linkedin.com/in/devfinley/ **Show Notes**  0:38 - Emelia introduces Dev Finley, who works across brand strategy, storytelling, and partnerships 2:15 - Dev's path from journalism school to advertising in San Francisco 6:00 - LLMs as an influential audience; and why they're not the same as a search channel 11:23 - AI brand alignment, defined — and why brands can't opt out of it 18:40 - Does AI favor big brands with big budgets, or does it level the field? 21:38 - The old website pages nobody's cleaning up, and why AI is reading them anyway 22:43 - Why "share of model" is the wrong way to measure AI visibility 28:34 - Where TV, radio, and out-of-home still fit in an AI-driven world 32:22 - What brands actually need to get right: positioning, pricing, and proof 36:25 - How executives can actually track whether AI brand alignment is working 44:11 - Lightning round 48:27 - Emelia wraps up the episode **Episode Credits** Executive Produced & Hosted by Emelia Rallapalli Produced by Stephanie Watanabe  Edited and Post Produced by Erin Zimmerman Artwork and design by Liisa Turan-Walters