AI, trust and the answer economy – Pete Blackshaw on the future of brand credibility

Your brand is no longer defined solely by what you say about yourself. Increasingly, it is defined by the answers AI gives when someone asks about you. In this FIR Interview, Pete Blackshaw joins FIR co-hosts Neville Hobson and Shel Holtz to discuss why AI should be viewed less as another marketing channel and more as an auditor of organisational credibility. Together, they explore why trust, transparency and evidence are becoming more important than marketing claims, how different AI models develop different perspectives on brands, why communicators need to think beyond traditional search optimisation, and what organisations can do today to prepare for an increasingly agent-driven future.