AI-Powered Brandtech Solution: Chorus Converts Artificial Intelligence Suggestions into Creator Tactics
In the evolving digital landscape, consumers are increasingly relying on large language models (LLMs) to initiate their purchase journeys, instead of traditional search engines. To maintain relevance and agility in this new reality, brands are turning to platforms like Chorus.
Originally designed for sales teams to analyse sales calls and meetings, Chorus is now part of ZoomInfo. Although it doesn't have a feature specifically addressing the shift towards AI-driven consumer behaviour, its core capabilities offer indirect support.
Chorus's conversation capture and analysis feature extracts salient insights from interactions, such as competitor mentions and pricing discussions. This data can be used to inform marketing and sales messaging that aligns with what prospects discuss in AI-driven inquiry settings.
Moreover, by leveraging ZoomInfo’s extensive contact and firmographic database, Chorus enriches conversation data, helping brands understand and target high-potential accounts more effectively. This approach is particularly valuable as AI tools increasingly influence buyers’ research and questions.
In real-time, Chorus's AI-backed coaching prompts guide reps to adjust their messaging in response to emerging concerns or buyer signals, ensuring responsiveness in conversations that follow AI-initiated research.
In the realm of influencer marketing, Chorus, a collaboration between Jellyfish's Share of Model platform and Collectively, focuses on AI Perception Mapping. It ranks which pieces of creator work align most closely with desired AI perceptions, highlighting themes or messaging that resonate.
By guiding targeted partnerships with influencers based on aligning their produced content with desired AI perceptions, Chorus builds an AI-consistent narrative across channels. This approach not only engages consumers but also surfaces brands more prominently in AI-driven recommendations.
Haleon, the company behind Advil, Emergen-C, and TUMS, has adopted Chorus for its wellness brands. By mapping each major LLM's latent-space associations, Chorus shows which attributes are strongest and where gaps exist. Campaigns retooled using Chorus not only engage consumers but also surface more prominently in AI-driven recommendations.
In conclusion, Chorus aids brands in maintaining relevance and agility in conversations shaped by AI-driven buyer research. By equipping sales teams with detailed intelligence and coaching from real interactions, Chorus enables better alignment with consumer expectations that originate from LLM interactions rather than conventional search engines. For marketing leaders, Chorus reflects a brand's AI-generated reputation back, providing an unprecedented window into how AI summaries position their products.
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