Be the answer: How marketers must seed Large Language Models (LLMs)

Generative AI is fast becoming a key discovery channel, with consumers asking tools like ChatGPT or Gemini for everything from brand comparisons to product recommendations. For marketers, the question is no longer if large language models (LLMs) will influence buying decisions, but how to ensure your brand is part of their answers.

That’s where LLM seeding comes in.

What is seeding of LLMs?

Think of it as the next evolution of SEO. Instead of optimising only for search engines, you strategically “seed” high-quality, verifiable information across the open web so LLMs can ingest it during training or real-time crawling.

When a user later asks an AI for advice “Which skincare brand is best for sensitive skin?” your brand has a greater chance of appearing in the model’s response.

The marketer’s playbook

Own your story everywhere
Publish clear, authoritative content on your own site and reputable third-party platforms. LLMs value consensus and credibility, so reinforce consistent messaging across blogs, news outlets, and industry resources.
Use structured data
Schema markup, FAQs, and entity-based SEO help models understand context. The easier it is for an AI crawler to interpret your pages, the more likely it is to surface them.
Feed the data sources models trust
Many LLMs draw from open datasets like Common Crawl, Wikipedia, and high-authority media. Contributing accurate, well-cited information to these ecosystems increases your footprint.
Prioritise freshness and accuracy
Generative AI rewards up-to-date facts. Regularly update statistics, product specs, and case studies so models find the latest version of your narrative.
Measure and adapt
Track referral traffic from AI-driven search tools (such as Perplexity or Bing Chat) and monitor how often your brand is mentioned in generative results.

Why the seeding of LLMs matter

LLM seeding is not a one-off campaign, it’s an ongoing discipline. As AI assistants replace traditional search for everyday queries, the brands that seed early will own tomorrow’s conversations.

Marketers who start planting these seeds today won’t just chase algorithms they’ll shape the very answers consumers receive.

By Saad Muhammed Bhatti, Founder, NAAS Digital