Case Study: JBL boosts AI-driven discoverability with Code and Theory

JBL boosts LLM referrals 2434% with Code and Theory

JBL, a consumer audio brand, needed to adapt its digital strategy to stay relevant as AI-powered shopping and social platforms became the new gatekeepers for consumers. The brand partnered with the vendor Code and Theory to boost its discoverability and develop a long-term, actionable strategy for this AI-driven commerce landscape.

Code and Theory developed an end-to-end "surround search" strategy, rewiring JBL's editorial engine to create platform-specific, AI-optimized content for YouTube Shorts, Instagram, and .com gift guides. This solution delivered significant results, including a 2434% increase in referrals from LLMs during a key shopping period and video engagement that was 200 times higher than JBL's 30-day average. The work by Code and Theory provided JBL with a first-mover advantage and positioned the brand for growth as AI becomes a standard path to purchase.

JBL