Category: Article

TLDR: Run an AI visibility audit while you are still shaping the strategy for a new brand launch or repositioning and use it as a market intelligence tool. For a new launch, it shows who already owns the category and which sources shape AI's recommendations. For a repositioning, it shows how AI sees you and …

Continue reading "How GEO Audits Can Help Your Brand Positioning Strategy"

AI recommends many of the same London luxury hotels in English and Arabic. But the evidence behind those recommendations is surprisingly different. A few weeks ago, I argued that luxury brands cannot afford to treat Arabic AI discovery as an afterthought, so, I teamed up with Rankscale AI to test it. We ran 20 London hotel queries …

Continue reading "Why Arabic AI visibility needs its own PR strategy"

The reputation your client has on Google Maps isn't a listings problem anymore. It's a PR problem. The Scope Problem In my July column for PRmoment MENA, I look at why agencies still draw a hard line around "scope." Many treat OTA listings, review platforms, and Google Business Profiles as someone else's job. That line …

Continue reading "In the Middle East, “Not our scope” is becoming the costliest line in PR"

My June column for PRmoment MENA looks at a growing challenge for Dubai’s luxury hotel sector: how to stay visible when more travellers are using AI tools to research, compare and shortlist where to stay. The article argues that summer is not a quiet period for hotel PR teams. For UK travellers planning October half-term, …

Continue reading "What hotel PR teams should do before AI shortlists are shaped"

In my May column for PRmoment MENA, I argue that PR needs a new skill: prompt intelligence. The classic questions still matter. What are we saying, to whom and through which channels? However, there is now one more question to ask before any campaign begins. What will our audience ask AI, and what would make …

Continue reading "Why PR’s next critical skill is prompt intelligence"

In my April piece for PRmoment UK, I look at a paradox many PR teams now recognise. A brand can earn excellent coverage and still be missing from AI answers. However, the coverage is rarely the problem. The way it describes the brand usually is. How AI decides which brands to recommend AI recommends a …

Continue reading "Why some brands appear naturally in AI answers, while others don’t"