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Marketing has always been a mix of strategy, budget, and a little bit of luck. But with LLMs reshaping how people discover and evaluate brands, the balance is shifting. Some of it is genuinely exciting. Some of it is familiar territory with a new coat of paint.
Here’s what we’re seeing on the ground, working with companies across the United States and Latin America.
LLMs Made Marketing More Meritocratic
Large language models are essentially doing social listening at scale. They’re trained on what people say about brands across the web: social media, YouTube, forums, press coverage, review sites. All of it feeds the model.
That means when someone asks ChatGPT, Claude, Gemini, or Perplexity for a product recommendation, the answer reflects real-world sentiment more than most people realize. If your customers genuinely love your product and talk about it publicly, that signal shows up. It’s not a perfect system, but it tilts the field toward brands that actually deliver.
PR Just Got a Second Life
I keep telling friends at PR agencies: Your industry is more relevant than it has been in years. Press releases and media coverage are showing up directly in LLM outputs. And now there are tracking tools that let you prove it to clients with real data.
That’s a game-changer for an industry that’s spent the last decade fighting to justify ROI. If your brand is getting mentioned in the right publications, LLMs are picking that up and recommending you. Digital PR is no longer just about backlinks. It’s about training the models that are increasingly shaping purchase decisions.
Budget Still Rules (Let’s Be Honest)
“Build a great product and people will talk about it.” Sure. But if you pay Forbes to call you the best in your category, most LLMs will repeat that recommendation.
Bigger budgets still mean more press, more noise, more surface area for recommendations. Marketing has always had legitimate and less-than-legitimate strategies running side by side. LLMs didn’t change that. They just created a new arena for it.
Video and Content Repurposing Are the Real Opportunity
This is why we’ve been investing more in content repurposing, social distribution, and especially video. YouTube remains massively underused, particularly in Latin America.
Platzi is my go-to example: they built one of their biggest acquisition channels on YouTube, plus a genuinely loyal community around their content. Very few Latin American companies have come close to replicating that, and the gap is still wide open. For companies willing to invest in consistent, high-quality video, the upside is enormous.
Tech Companies Are Making Great Video Again
Something I’ve been loving lately: Tech companies are investing in real video production again. Founders on camera, being more opinionated, actually transmitting emotion and personality.
Anthropic running fun, polished ads. Startups announcing product launches with real production value. Companies like Webflow, Raycast, and Arc Browser putting genuine creative effort into their video content. Those TV-style brand messages are back, but they’re living on social now.
I’ve been telling friends who produce video for entertainment, sports, or other industries to start paying attention to tech founders and startups. That market is growing fast, and the demand for quality production is only going up.
The Big Shift From Old-School SEO
Here’s the change I celebrate most.
In traditional SEO, you could engineer your way to the top. I’ve done it plenty of times: a worse product with a better SEO strategy ranking No. 1. With LLMs, that’s significantly harder to pull off.
A better product genuinely has a better shot now. When real people talk about you, share your content, mention you across platforms, that signal shows up in model outputs. You can’t fake community sentiment at scale the way you could game a search algorithm.
Strategy still matters. Luck still plays a role. And yes, tricks still exist. But the weight given to what people actually think about your product is higher than it’s ever been. That’s a meaningful shift, and it rewards companies that focus on building something worth talking about.
What We’re Doing About It
This is exactly why we’re hiring someone with deep experience in backlinks and digital PR. That work just became significantly more valuable, not just for search rankings, but for how your brand shows up in LLM-powered discovery.
The companies that win in this new landscape will be the ones that combine a strong product with authentic brand presence across the channels that matter: press, social, video, community, and real conversations happening online.
The playbook isn’t completely new. But the stakes for getting it right are higher than ever.
Orlando Osorio is co-founder of Meaningful, a growth and product studio, and Supervisible, a product management platform for agencies. He has helped companies including CloudKitchens, SamCart, Raycast, Klar, Kueski, and GBM scale through data-driven SEO and content strategies. Based in Mexico City, he’s an angel investor, LP at several VC funds, and mentor at Endeavor. He also hosts Accionables, a podcast exploring go-to-market strategies with leading founders and operators.
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