Rivian scores high on LLM awareness and low on human awareness
CaseBrand Strategy
Rivian scores high on LLM awareness and low on human awareness
In Brandtech's work with INSEAD on the US auto market, published in Harvard Business Review, human brand awareness was plotted against share of model. Rivian showed strong LLM awareness and weaker human awareness. Roach's reading: it found its way into the training data better than onto the roads, and in automotive, cars on the road are how human awareness gets built.
Source
The WARC Podcast - Four marketing frameworks you need to know (2026)
Tom Roach (VP, Jellyfish / Brandtech Group), interviewed by David Tiltman (WARC)
00:41:03-00:44:02, Tom Roach on The WARC Podcast, April 2026, citing Brandtech with INSEAD in Harvard Business Review
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