In an era where artificial intelligence is rapidly reshaping how we discover and consume content online, digital marketing veteran Brian Winum has developed a solution that bridges the gap between traditional websites and AI systems. His latest creation, LLMS Amplifier, isn’t just another WordPress plugin – it’s a fundamental shift in how websites communicate with Large Language Models like ChatGPT and Claude. What started as a simple tool to help his course students has evolved into an enterprise-grade solution that’s making waves across the digital marketing landscape. We sat down with Winum to discuss why he believes every website needs to speak AI’s language, and how LLMS Amplifier is making that conversation possible.
News Room: Brian, thank you for joining us today. Your new WordPress plugin, LLMS Amplifier, has been generating quite a buzz in the digital marketing community. Can you tell us what inspired you to create this tool?
Brian Winum: Thanks for having me! You know, it’s funny how the best tools often come from solving your own problems. I was teaching my Authority Amplifier Pro course, and my students kept struggling with making their WordPress sites discoverable by AI systems. They’d implement all these SEO best practices, but when ChatGPT or Claude would reference content in their niche, their sites were nowhere to be found. That’s when I realized we needed a bridge between traditional SEO and this new AI-driven landscape.
News Room: So this started as a solution for your course members?
Brian: Exactly. I initially built a basic version just for them – something to help them generate these llms.txt files that AI crawlers are starting to look for. But once I saw the impact it had on their visibility in AI-generated responses, I knew this needed to be available to everyone. Think of it like the early days of XML sitemaps – at first, only the tech-savvy folks were creating them, but now they’re essential. That’s where we’re headed with llms.txt files.
News Room: For our readers who might not be familiar, can you explain what LLMS Amplifier actually does?
Brian: Sure! At its core, LLMS Amplifier automatically generates and manages llms.txt and llms-full.txt files for your WordPress site. These files are like a roadmap for AI systems – they provide a clean, structured version of your content that Large Language Models can easily understand and reference.
But here’s where it gets interesting – we’ve gone way beyond just creating a simple text file. The latest version includes enterprise-grade security features, support for over 75 languages, and the ability to create subdirectory-specific files. So if you have a complex site with different sections – like /blog/, /products/, /services/ – each can have its own tailored llms.txt file.
News Room: That sounds incredibly comprehensive. What specific benefits are users seeing?
Brian: The results have honestly blown me away. One of my early beta testers, an e-commerce site owner, saw their products start appearing in AI-generated buying guides within two weeks of implementing LLMS Amplifier. Another user, who runs a local services business, noticed that when people asked ChatGPT about services in their area, their business was now being mentioned with accurate, up-to-date information.
It’s not just about visibility, though. By providing clean, structured content to AI systems, you’re ensuring they represent your brand accurately. We’ve all seen AI hallucinate facts about businesses – this helps prevent that by giving AI systems authoritative source material directly from your site.
News Room: You mentioned enterprise-grade security. Why was that such a focus for version 2.0?
Brian: Look, I’ve been in this industry long enough to know that security can’t be an afterthought. When you’re creating files that essentially map out your entire site’s content structure, you need bulletproof security. We implemented CSRF protection, path traversal prevention, and comprehensive input validation – the works.
I actually brought in a security consultant to audit the code because I wanted to make sure we weren’t just meeting standards, we were exceeding them. Every input is sanitized, every output is escaped, and we maintain detailed security logs. For enterprise users, especially, this level of security is non-negotiable.
News Room: The multilingual support seems like another major feature. How does that work?
Brian: This was crucial because the web isn’t just English anymore, and neither is AI. LLMS Amplifier automatically detects your WordPress site’s language settings and generates files with the proper character encoding. Whether you’re running a site in Japanese, Arabic, or Portuguese, the plugin ensures your content is properly formatted for AI consumption in that language.
We support over 75 languages, and it’s not just translation – it’s about proper encoding, character sets, and making sure special characters don’t break the AI’s ability to parse your content. A Chinese e-commerce site needs its product descriptions to be just as discoverable by AI as an English blog.
News Room: Where do you see this technology heading? Why are tools like LLMS Amplifier becoming important?
Brian: We’re at an inflection point in how people discover information online. Traditional search isn’t going away, but increasingly, people are turning to AI assistants for recommendations, research, and answers. If your content isn’t optimized for AI discovery, you’re essentially invisible to this growing segment of users.
Think about it – when someone asks ChatGPT for the best Italian restaurants in their city, or what CRM software to use for their business, where is that information coming from? Right now, it’s often outdated or inaccurate. Tools like LLMS Amplifier ensure that when AI systems reference your industry or niche, they have access to current, accurate information directly from your site.
News Room: What’s been the most surprising feedback you’ve received?
Brian: (laughs) Honestly? The number of SEO professionals who’ve told me this should have existed two years ago (even though the llms.txt initiative has been around since late last year haha). But what really gets me is the creative ways people are using it. One university is using the subdirectory feature to create department-specific llms.txt files, making their research more discoverable. A recipe blog owner is using the custom content features to ensure AI systems understand their unique cooking style and dietary focus.
News Room: Any advice for businesses still on the fence about AI optimization?
Brian: Remember when businesses debated whether they needed a website? Or whether they should care about mobile optimization? This is that same moment for AI. The question isn’t whether AI systems will become a primary discovery channel – they already are. The question is whether your business will be part of that conversation.
Start simple. Install LLMS Amplifier, let it generate your files, and monitor what happens. You don’t need to understand every technical detail – that’s why I built this plugin. It handles the complexity so you can focus on creating great content. But don’t wait too long. Early adopters in the AI optimization space are already seeing significant advantages.
News Room: What’s next for LLMS Amplifier?
Brian: We’re constantly iterating based on user feedback and changes in how AI systems consume content. I’m particularly excited about some upcoming features around dynamic content optimization and deeper integration with popular WordPress plugins. We’re also exploring ways to provide analytics on how AI systems are accessing and using your content.
But honestly, the core mission remains the same – making sure every WordPress site, from personal blogs to enterprise platforms, can participate in this AI-driven future. We’re democratizing AI optimization, one site at a time.
News Room: Brian, this has been incredibly insightful. Where can our readers learn more about LLMS Amplifier?
Brian: It’s not yet available for public consumption, but it soon will be. Head over to my website and reach out to learn more. We’ve got comprehensive documentation, use cases, and of course, you’ll soon be able to download the plugin directly. And for anyone who wants to dive deeper into AI optimization strategies, check out my Authority Amplifier Pro course, where we cover this and much more.
News Room: Thank you for your time, Brian. It’s clear that LLMS Amplifier is addressing a critical need as we navigate this new AI-driven landscape.
Brian: My pleasure! Exciting times ahead for anyone willing to embrace these changes. The future of content discovery is being written right now, and I’m thrilled to help people be part of that story.
LLMS Amplifier v2.0.6 is available now as a WordPress plugin. For more information and to get on the waiting list, visit brianwinum.com/llms-amplifier.
