Large Language Model.

A Large Language Model (LLM) is a deep learning model trained on billions or trillions of words of text, enabling it to understand context, answer questions, summarise information, write content, and reason through problems. Notable LLMs include GPT-4, Gemini, Claude, and Llama.

How LLMs Generate Text

LLMs are autoregressive—they predict the most probable next token given the tokens that came before. Despite the apparent simplicity of this mechanism, training on enough data produces systems capable of remarkably sophisticated language tasks, including multi-step reasoning and domain expertise.

LLMs and Search

LLMs now power AI overviews in Google Search, AI answers in Bing, and standalone tools like ChatGPT and Perplexity. Brands need to understand how LLMs select information sources, how they cite content, and what signals make content more likely to be included in AI-generated answers.