Cheil UK has announced a strategic partnership with Spotlight, a startup focused on brand visibility and performance in AI-driven search. The two companies are creating a new platform to help brands adapt to the growing role of large language models (LLMs) in online discovery.

Spotlight will work with Cheil’s global teams to develop proprietary tools that protect and enhance brand visibility. The platform will combine Spotlight’s LLM SEO expertise with Cheil’s marketing technology capabilities.

Chris Camacho, CEO of Cheil UK, said: “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 of Spotlight, added: “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.”