What is a large language model?
Also: LLM, language model
A large language model (LLM) is a neural network trained on large amounts of text to predict and generate language. ChatGPT, Gemini and Claude are assistants built on LLMs. An LLM on its own knows only its training data; combined with web search it can answer with current pages.
Why brands care
LLMs do not rank pages the way a search engine does. They produce text from what they learned and what they retrieved, so clear, repeated, consistent facts about your brand matter more than any single keyword.
Example: ChatGPT, Gemini and Claude each run on their own LLM, which is why they can answer the same question differently.