How LLMs Work: A Marketer’s Guide
A practical, non-technical look at how large language models actually work, why they predict rather than look up answers, and why being cited is the new visibility for GEO.
Who is this video for?
- Marketers and leaders new to AI search and generative engine optimization (GEO)
- Anyone who wants to understand how LLMs choose and cite sources
Video content
In this video, you learn:
- Why an LLM is a prediction machine, not a search engine or a database
- How models are trained, and why they store patterns rather than copies of pages
- What tokens, embeddings, temperature, and hallucinations mean in plain terms
- How retrieval (RAG) grounds answers in live sources and produces citations
- Why the currency of discovery is shifting from the click to the citation, and the five levers that earn citations
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