FIR Interview: Pete Pachal on AI, Social Media, Journalism and Brand Engagement

In this FIR interview with Pete Pachal, founder and CEO of The Media Copilot, Neville and Shel explore the intersection of artificial intelligence and media, with a focus on how generative AI influences social media, journalism, and brand engagement. We also consider how brands must adapt to new social media landscapes where AI-driven conversations may replace traditional metrics of engagement, requiring a shift in how they interact with their audiences.