Jellyfish Expands Share of Model™ with Creator Intelligence Updates to Reveal Which Creators Influence AI Models & More

Capabilities Launch as Research Across 27 Million LLM Responses Finds YouTube Appears in More Than 1 in 4 AI-Generated Answers

NEW YORK (June 25, 2026) – Jellyfish, a global digital marketing leader within The Brandtech Group, today announced a major expansion of its proprietary Share of Model™ platform, adding Creator Intelligence tools that help brands identify which creators and content are influencing what leading AI models recommend.

The launch comes as new Share of Model findings reveal a major shift in how large language models (LLMs) source creator content. Drawing on analysis of more than 27 million AI model response data points across 10 industries, 7 LLMs and 15+ global markets, Jellyfish found that YouTube creator content appears in more than 1 in 4 AI-generated answers across tracked categories, rising to nearly 1 in 2 responses in high-intent sectors. While YouTube remains the dominant creator platform shaping AI recommendations today, Instagram and TikTok content are also increasing their influence across leading LLMs.

Using its new Creator Intelligence tech, Jellyfish found that AI models often favor niche experts producing detailed, information-rich content over celebrity influencers. The research also showed that independent creator content can carry more weight than brand-owned content in AI recommendations. In the fast-moving consumer goods (FMCG) category, 9 out of 10 YouTube videos surfaced by LLMs came from independent creators rather than brands, highlighting the growing influence of creator content in AI-driven discovery.

To help brands respond, Share of Model Creator Intelligence enables marketers to:

• Identify the specific creators, videos and content assets appearing in AI-generated recommendations
• See which creators influence recommendations across AI models, categories and consumer questions
• Understand why certain creator content appears more frequently than brand-owned content
• Use those insights to inform creator partnerships and investment decisions

L’Oreal Australia participated in an early pilot of the Creator Intelligence capabilities, tapping into findings that transformed their approach to creator marketing.

“At L’Oréal Paris, we know consumers discover our brands through multiple touchpoints, and it’s important that we deliver consistent messaging across all of them. We’re constantly evolving alongside the ways consumers discover information and engage with brands. This extends to embracing the emerging era of AI search as a new way people seek inspiration, connect with brands and make decisions.”

Said Nadia Adelina, Marketing Director L’Oréal Paris, Australia and New Zealand.

“Jellyfish’s Share of Model platform is a powerful tool that provides insight into the types of content being cited and the sources shaping these conversations, helping us work with the right partners and create campaigns that ensure our brands show up consistently and authentically across the consumer journey.”

Collectively – The Brandtech Group's creator marketing company – and Jellyfish previously extended Share of Model through Chorus, a creator marketing LLM insights offering. While Chorus helped advise brands on how to shape creator content based on SoM findings, Share of Model's Creator Intelligence goes further to identify the creators, videos and platforms influencing AI recommendations – and helps brands act on those insights through Collectively's global network of approximately 14 million creators.

“AI models are becoming the new gatekeepers of discovery.”

Said Jack Smyth, Brandtech Australia Country Lead and Share of Model pioneer.

“The most striking thing our research shows is that the creators with the most AI influence are often not the ones with the biggest followings  – they're the ones producing the most structured, authoritative content. A single well-made video from an independent creator can appear in AI recommendations eight times for five different consumer questions, sitting alongside the biggest comparison sites in the market. These capabilities let brands see that happening  – and finally do something about it."

“AI is becoming an increasingly important part of the customer journey.”

Said Natasha Wallace, Chief Solutions Officer, Jellyfish.

“In many categories, creator content is appearing in AI recommendations more frequently than brand-owned content. By showing which creators and content are influencing AI-generated recommendations, Share of Model gives brands a clearer view of what is driving discovery, consideration and purchase decisions.”

“As agency-of-record for creator marketing for major global brands, we see firsthand how creator content influences consumer behavior.”

Said Natalie Silverstein, Chief Innovation Officer, Collectively.

“Now brands need to understand not only who audiences trust, but who AI trusts. By connecting creator-level AI insights with one of the world's largest creator networks, we're helping brands move from understanding influence to acting on it.”

Jellyfish launched Share of Model in 2024 – before most marketers recognized AI visibility as a business challenge – to help brands measure how AI systems perceive and recommend them. The platform has since been profiled by both Harvard Business Review and MIT Technology Review for its pioneering work measuring brand visibility inside generative AI environments.