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

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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 PR
How consumers are using AI throughout the buying journey
Why different AI models require different optimisation approaches
The growing importance of Reddit, Wikipedia and earned media
Why AI bots may have become a new customer segment
The shift from share of voice to share of answer
What marketers should actually be measuring in the age of AI search

You can discover more about Jackson and his work below:

Website: https://properpropaganda.net/

Email: jackson@properpropaganda.net

LinkedIn: https://www.linkedin.com/company/proper-propaganda/

Substack: https://jacksonwightman.substack.com/