AI / ML
Large Language Model
A neural network trained on massive text datasets that generates human-like responses to natural language prompts. GPT-4o, Claude, Gemini, and Llama are prominent examples. LLMs power AI shopping agents, making them the engine behind agent commerce. For brands, LLMs are the new gatekeepers: they decide which products to recommend based on the data available to them. Unlike search algorithms that rank links, LLMs synthesize information and make direct recommendations.
Why it matters
It is the component that makes an agent able to read a brief and write a rationale, and also the component that will state something false with total fluency.
In practice
Use it where language is the task and a deterministic system where arithmetic is. Budget maths belongs in code, not in a completion.
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