Core Concepts
LLM (Large Language Model)
An AI system trained on very large amounts of text that predicts and generates language, and now answers questions directly instead of returning links. ChatGPT, Claude, Gemini, Perplexity and Copilot are all built on one. For a brand, the important property is that an LLM does not look you up in a database: it composes an answer from whatever it retrieves at that moment, which is why the same question asked twice can name different companies. In our own measurement, one question repeated three times in Spain returned 11 distinct cited domains and 4 of them appeared exactly once.