Everyone is talking about AI transformation. Almost no one is thinking about whether their brand shows up when customers ask AI what to buy.

This episode breaks down the biggest mistake in modern marketing and why PR is quietly becoming the most powerful driver of visibility inside generative search.

Recorded live at the AI for PR conference in London, this episode features Andrew Bruce Smith, Johnny Bentwood, and James Crawford. Each brings a different lens, from strategic AI adoption to data-driven marketing and PR measurement.

Together, they unpack how AI is reshaping comms, why most organisations are focusing on the wrong problems, and what marketers need to do differently right now.

You’ll hear:

• Why starting with “tools” is the wrong way to approach AI
• How generative AI is changing buying behaviour across B2B and consumer markets
• The 4F framework to improve visibility in AI answers
• Why earned media is driving the majority of AI citations
• The biggest commercial opportunity PR has had in years

This is a candid, no‑nonsense conversation about what actually matters when AI meets PR, and how to avoid getting lost in the noise.

If you work in marketing, comms, or digital, this episode will help you refocus on what drives results rather than chasing the latest trend.

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