Cheil UK partners with Spotlight to boost AI-era brand visibility

Integrated digital agency Cheil UK has formed a strategic partnership with enterprise search startup Spotlight to develop a platform that addresses the growing impact of large language models (LLMs) on brand discovery.

The collaboration focuses on building tools that enhance brand visibility and performance in AI-driven environments, combining Spotlight’s expertise in LLM-focused SEO with Cheil’s marketing technology capabilities.

Cheil UK and Spotlight are co-developing proprietary tools aimed at helping brands manage how they appear in search results shaped by LLMs. Spotlight’s development roadmap will be guided by Cheil’s strategic insights and client needs, ensuring the platform remains adaptable to changing market dynamics.

Key areas of collaboration include prompt engineering, brand voice optimisation, AI-driven content systems, and integration with Cheil’s wider tech infrastructure. Cheil clients will benefit from early access to the platform, including onboarding, beta features up to six weeks ahead of public release, and API integration.

This initiative is part of Cheil’s broader investment in AI across digital, content, retail, and e-commerce services. The agency and Spotlight are also launching a cross-company innovation council to co-create additional products.

Chris Camacho, CEO, Cheil UK: “This is not about bolting AI onto old ways of working. It’s about building the future from the inside out. Our clients need tools designed for the way the world is changing. Spotlight shares our urgency and ambition. This partnership marks a new phase in AI-led marketing development, helping brands take a leading role as search and discovery models continue to evolve.”

Michael Hermon, CEO, Spotlight: “Partnering with Cheil means building alongside a global leader that understands what innovation looks like. Together we’re defining what LLM-native marketing means – both for today’s platforms and tomorrow’s consumers.”

www.cheil.uk

www.get-spotlight.com

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