EP 116: "SEO Is Dead. It's an $85 Billion Market and It's Over"
6/23/202652 min
Everyone is talking about AI transformation. Almost no one is thinking about whether their brand shows up when customers ask AI what to buy.
This episode breaks down the biggest mistake in modern marketing and why PR is quietly becoming the most powerful driver of visibility inside generative search.
Recorded live at the AI for PR conference in London, this episode features Andrew Bruce Smith, Johnny Bentwood, and James Crawford. Each brings a different lens, from strategic AI adoption to data-driven marketing and PR measurement.
Together, they unpack how AI is reshaping comms, why most organisations are focusing on the wrong problems, and what marketers need to do differently right now.
You’ll hear:
- Why starting with “tools” is the wrong way to approach AI
- How generative AI is changing buying behaviour across B2B and consumer markets
- The 4F framework to improve visibility in AI answers
- Why earned media is driving the majority of AI citations
- The biggest commercial opportunity PR has had in years
This is a candid, no‑nonsense conversation about what actually matters when AI meets PR, and how to avoid getting lost in the noise.
If you work in marketing, comms, or digital, this episode will help you refocus on what drives results rather than chasing the latest trend.
Is your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈
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Clips
Transcript preview
First 90 secondsChris Norton· Host0:00
If you've ever wondered why AI moves so fast, but somehow still misses the point, this pod could be for you. This is part one of our live recordings from the AI for PR conference in London. I managed to get five people into the basement and record a quick 10 to 15-minute interview with each of them. First up is Andrew Bruce Smith, who's had more appearances on the show than my co-host, Will Lockenden. I interviewed him six weeks ago, and he said, "So much has changed, Chris." So that's gonna be a fascinating chat. Then I spoke to Johnny Bentwood, chief data and analytics officer at brand-new PR agency, Gowling Wetchem. Johnny actually pioneered GEO before most people even knew what it was. Then we have a man who I've been connected to since 2007, and we've never actually met, James Crawford, MD of PR Agency One and board director at AMEC. And James and I have a fascinating conversation about GEO, AMEC, and what the demonstratable impact can be from PR and GEO, and the one question you should be asking every GEO vendor before you sign anything. So let's get into it. Enjoy. [upbeat music] Andrew, thanks for doing this.
Andrew Bruce Smith· Guest1:12
[laughs] My pleasure.
Chris Norton· Host1:13
I mean, literally, I've grab- grabbed you from upstairs and pulled you downstairs to help teach me how to podcast professionally. [laughs] And we're, we're, we're both holding mics. You've literally... We've just literally dropped the episode, um, from... We recorded it seven weeks ago. Seeing as we're at the AI conference, AI