AI is changing how customers discover businesses, compare products and decide who to trust.

But what does it actually take to get your brand recommended by ChatGPT, Gemini and other AI search engines?

In this episode of Scaling With AI, Alex Bacon, founder of BrightKeel.AI and host of the Scaling With AI Podcast, speaks with Jackson Wightman, founder of tech PR and GEO agency Proper Propaganda, about how AI is changing search, brand visibility and reputation.

Jackson explains the growing importance of generative engine optimisation (GEO), why third-party coverage and earned media matter in AI-generated answers, and how businesses can start understanding the questions their customers are asking AI.

They discuss how to monitor where a brand is being cited, how PR, SEO and content work together in AI search, and why smaller businesses may have an opportunity to compete with much larger brands.

Jackson also shares lessons from his agency’s own experiments with creating structured content for AI engines, while keeping human writers and brand voice at the centre of content written for people.

The conversation offers a practical look at how businesses can approach AI search without losing sight of the fundamentals of good marketing, useful content and a strong reputation.