16/06/2026
When we use an LLM (AI search) to find a product or service, the process is different to traditional search.
For example, a Google search for 'Californian red wine' will generally return the same top results each time for different users.
With LLMs, the system knows more about our buyer persona from previous searches and interactions with us, it is constantly learning about us and building up a bigger picture. It also uses prompt questions to steer the advice and links it provides, for example, it might ask how much we typically like to spend on a bottle, or if we prefer a certain style or grape.
A website which clearly identifies the specific differentiators in their product or service is therefore more likely to receive an AI citation. In the case of the red wine example, it would include mentioning the grapes included in the bottle, structuring the price and ABV into a recognised schema (a way of formatting core data), and other specific wine-related details that someone may be looking for. Are the grapes picked in the dark to avoid distressing them.
With this in mind, it's very important to have your differentiators clearly stated on your website to help the AI bot understand what makes you unique and why it should recommend you. Whether it’s special materials, a bespoke process, a patent you own, plus-size or extra-small sizing, signature colours, or being on trend. This builds the topical relevance of your brand mention and feature.
