PR in the Age of AI Search - who owns your narrative now?

PR used to shape what humans read. Is it now about shaping what AI LLMs summarise?In this episode, we speak to Jackson Wightman, founder of Proper Propaganda, about one of the biggest shifts happening in marketing today: the rise of AI search.By mid-2025, Jackson noticed that AI search engines were becoming a key discovery channel for both his clients and his own agency. Rather than simply advising clients on Generative Engine Optimisation (GEO), he decided to put his own business to the test first.The results were striking.After developing a GEO framework and systematically optimising Proper Propaganda's visibility across AI search platforms, the agency saw a 5x increase in inbound leads. In this fascinating conversation, Jackson shares what worked, what surprised him, and why PR may be entering a new era where success is measured not by share of voice, but by share of answer.We discuss:Why AI search is changing the role of PRHow consumers are using AI throughout the buying journeyWhy different AI models require different optimisation approachesThe growing importance of Reddit, Wikipedia and earned mediaWhy AI bots may have become a new customer segmentThe shift from share of voice to share of answerWhat marketers should actually be measuring in the age of AI searchYou can discover more about Jackson and his work below:Website: https://properpropaganda.net/Email: [email protected]: https://www.linkedin.com/company/proper-propaganda/Substack: https://jacksonwightman.substack.com/