Jellyfish, the digital marketing business within The Brandtech Group, has introduced a new AI-powered advertising optimisation capability within its Share of Model platform, aiming to help brands improve campaign performance by aligning advertising strategies with how large language models perceive products, services and brands.
The latest enhancement expands Share of Model beyond measuring brand visibility across generative AI platforms to providing recommendations that can directly influence advertising performance. According to the company, marketers can use AI-generated insights to optimise campaign messaging, creative assets and media execution based on how AI systems interpret and surface brand information.
Share of Model was introduced in 2024 as a platform that enables brands to understand how AI models such as ChatGPT, Gemini, Claude and other large language models represent their products and services. The solution analyses AI-generated responses, identifies visibility gaps and recommends changes that can improve a brand's presence within AI-powered search and discovery experiences.
With the new AI Ads Optimisation capability, Jellyfish is extending those insights into media buying and campaign management. The platform is designed to help marketers identify messaging that resonates with AI systems while improving the effectiveness of paid advertising campaigns. Rather than relying solely on traditional keyword optimisation, the solution considers how AI-generated recommendations increasingly influence consumer discovery and purchase decisions.
The company said the update reflects changing consumer behaviour as AI assistants become an increasingly common starting point for product research. As more users turn to conversational AI for recommendations instead of conventional search engines, brands are seeking ways to improve their visibility within AI-generated responses while ensuring advertising investments remain effective across emerging discovery channels.
Jellyfish noted that the optimisation capability is intended to bridge the gap between AI insights and advertising execution. Instead of simply reporting how AI models perceive a brand, marketers can now apply those insights to campaign planning, creative development and performance optimisation. The company believes this creates a more integrated approach to AI-driven marketing by connecting brand perception with measurable advertising outcomes.
The launch comes as AI continues to reshape digital advertising. Platforms including Google and Meta are embedding AI across campaign creation, audience targeting and bidding, while marketers are increasingly adopting AI-powered tools to automate media planning and creative optimisation. Industry analysts expect AI-assisted advertising to account for a growing share of global digital media investments over the next few years, prompting agencies and technology providers to develop new optimisation capabilities.
The Brandtech Group has made AI a central part of its marketing technology strategy through products such as Pencil and Share of Model. The company has consistently positioned generative AI as a means to accelerate creative production, improve campaign performance and help brands adapt to changing consumer behaviour across digital channels.
For advertisers, the latest update signals a broader shift in how AI is influencing marketing decisions. As generative AI becomes more deeply integrated into search, content discovery and commerce, understanding how AI systems interpret brands is emerging as an important consideration alongside traditional search engine optimisation and performance marketing.
Jellyfish's latest enhancement reflects the growing convergence of AI search intelligence and advertising technology. By integrating AI perception insights with campaign optimisation, the company aims to help marketers improve visibility across both conventional digital channels and the expanding ecosystem of AI-powered consumer interactions.