What is LLM?
A Large Language Model (LLM) is an AI model trained on extremely large text corpora to predict and generate natural language. Modern LLMs — GPT, Claude, Gemini, Llama — power chat assistants and AI search engines. For PR teams, LLMs matter because they synthesize answers from sources they consider authoritative, and that source set is heavily influenced by earned media. Crackle PR treats LLM training and retrieval as a PR problem, not a technical one: the earned media a brand publishes this quarter is the training data models cite from six months from now.
“LLMs don't browse the web — they remember it. Whatever earned media you publish today is training data for the next model. PR is now a memory game.”
Related terms
GEO (Generative Engine Optimization)
Optimizing earned media and content so AI systems cite your brand in generated answers.
Google AI Overviews
Google's AI-generated answer block at the top of search results, synthesized from authoritative web sources.
Perplexity
An AI answer engine popular with technical and research-driven B2B buyers; cites sources inline.
Related Crackle PR resources
Service
LLM PR Agency
The commercial page — pricing floor, deliverables, and engagement model.
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Reports hub
Crackle PR Reports & Benchmarks
Crackle PR's published Q4 2026 AI Visibility Index, historical editions, and dated B2B tech PR research.
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