Ahead of the Game

Search is changing faster than most marketers realize. 
In this episode, Will Francis speaks with Crystal Carter, Head of AI Search and SEO Communications at Wix Studio, a role focused on helping brands understand how AI-powered search is reshaping online visibility and discovery. They discuss the rise of AI search, the growing role of AI agents, and what these changes mean for brands trying to stay visible online. 
As AI-powered search transforms how people discover and engage with information, Crystal explores the emerging trends marketers should be watching closely and why some long-held assumptions about search may need to change. 
Crystal’s top 3 tips for marketers: 
Measure your AI visibility: track how much traffic is already coming from AI tools and monitor how it changes over time 
Make your website more actionable: ensure every page gives users and AI agents a clear way to take action 
Check how AI tools describe your brand: test prompts across multiple LLMs and look for consistency in how your business is represented 
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠YouTube⁠, ⁠Apple Podcasts⁠, ⁠Spotify⁠, and all other podcast platforms. 
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, ⁠email the podcast team⁠! 

Timestamps: 
0:00:08 – What AI search means for marketers 
0:00:39 – SEO, AI search, and the rise of agentic discovery 
0:02:27 – Is AI search really threatening Google? 
0:05:15 – How search behaviour is changing 
0:07:58 – Tracking AI search visibility and traffic 
0:08:23 – AI agents and the future of website discovery 
0:10:06 – Why brands need deeper customer understanding 
0:11:29 – Using customer questions to drive content strategy 
0:13:14 – Turning websites into actionable resources 
0:15:42 – Protocols, interoperability and the agentic web 
0:17:04 – Will consumers trust AI agents to buy for them? 
0:19:21 – Crystal’s “do-thingsy” website framework 
0:20:24 – Why SEO is becoming more algorithmic and personalised 
0:22:48 – The three pillars of SEO in an AI era 
0:24:15 – Technical SEO for AI search and agents 
0:26:37 – Content strategies that work in AI search 
0:28:51 – Evergreen content versus fresh and spicy content 
0:34:10 – Why AI search rewards fresh information 
0:36:26 – Using AI to create better content workflows 
0:40:29 – Can AI be manipulated by marketers? 
0:41:33 – The future of backlinks and brand relevance 
0:44:15 – PR, content syndication and AI visibility 
0:46:02 – Building a consistent brand identity across the web 
0:47:34 – Three practical steps to improve AI visibility

What does “responsible AI” look like in practice? In one of our most engaging episodes of the year, host Will Francis speaks with  Gordon Ryan, Senior Managing Consultant and Design Process Lead at Sopra Steria, about the growing impact of AI on work, business, and society, and the hidden trade-offs behind its adoption. 
From the future of design and marketing to productivity and identity, Gordon shares his perspective on where AI could take us next, and whether we’re building the kind of future we want. 

Gordon’s top 3 tips for responsible strategic use of AI: 
Reflect on what you value most in your work: Identify the parts of your role that feel meaningful and uniquely human 

Use AI intentionally: Focus on solving real problems instead of adopting tools simply because they’re available 

Think beyond productivity: Consider how AI could improve wellbeing, relationships, creativity, and quality of life at work 

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube, Apple Podcasts, Spotify, and all other podcast platforms. 
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team! 
 
Timestamps: 
0:01:57 – What systems-oriented design means 
0:04:31 – UX design, digital experiences and systems thinking 
0:05:10 – Will AI replace designers? 
0:08:24 – Creativity, craft and the human side of design 
0:09:24 – Are companies adopting AI without a clear strategy? 
0:11:37 – The “Wild West” of AI inside organizations 
0:14:41 – Gordon’s most practical uses of AI today 
0:16:00 – Using AI to analyze complex environmental and forestry data 
0:18:36 – The human impact of automation and lost relationships 
0:21:13 – What ethical AI really means beyond compliance 
0:22:41 – Productivity, profit and the future of work 
0:26:12 – Why business growth can’t continue forever 
0:30:18 – Is Gordon optimistic or skeptical about AI? 
0:31:30 – AI, inequality and the environmental crisis 
0:34:59 – Reconciling AI’s benefits with its environmental impact 
0:36:00 – Could AI enable shorter working weeks? 
0:39:36 – The future of marketing and behavioral manipulation 
0:45:50 – Marketing, persuasion and ethical responsibility 
0:46:37 – How to use AI more mindfully

Ever wondered what really makes social content go viral? In this episode of the DMI podcast, host Will Francis speaks with Stuart Larkin about viral social campaigns, creativity on social media, and why “going viral” is rarely the right starting point for a brand strategy. Drawing on his background in comedy writing and his work at UNILAD creating reactive, social-first content, Stuart explains how brands can create content that entertains, educates, inspires or invites participation while still staying authentic to who they are.
From the role of humor and trend-jacking to the importance of platform fit and consistent publishing, Stuart breaks down what it takes to build stronger social content over time. He also shares why brands should experiment with repeatable formats and give themselves permission to learn through imperfect content, rather than expecting instant viral success.
For marketers and brand leaders alike, Stuart offers a practical look at how to balance creativity with strategy, build social-first teams, and develop a more audience-led approach to content that can earn attention in today’s fragmented feeds.
Stuart’s top 3 tips:
Understand your audience – create content for a specific person, not a vague mass audience
Commit to a clear social strategy – build long-term value instead of constantly chasing trends
Treat content as an experiment – publish consistently, learn from what performs, and don’t lose your nerve when content doesn’t land straight away
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show,  ⁠email the podcast team⁠!

Wondering how AI is changing the hiring process? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with Katie Fortunato, Co-Founder and EVP of Innovation and Platform Strategy at Hire Innovations, about how AI is transforming recruitment, reshaping the job market, and creating new opportunities and challenges for employers and job seekers alike. 
Katie shares insights from the front lines of talent acquisition, unpacking how automation, the creator economy, and shifting workforce expectations are redefining how companies connect with talent. From the rise of AI-driven hiring tools to the growing importance of employer branding and personal networks, this episode offers a practical look at what it takes to succeed in the future of work.  
Katie’s top 3 tips: 
Learn AI and apply it to your work - understand how AI can streamline processes and make you more effective as a marketer.   
Stay curious and keep up with change - platforms, tools, and algorithms evolve constantly, making continuous learning essential.   
Network proactively (especially in person) - Build real connections, show up, and create opportunities beyond job applications.   
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show,  email the podcast team!  
Timestamps 
0:02:14 – How AI is disrupting recruitment (and creating new problems)  
0:04:40 – Where AI works best in the hiring process  
0:07:13 – What job seekers need to change in an AI-driven world  
0:08:03 – Employer branding: where marketing meets HR  
0:11:24 – The evolving job market and Gen Z expectations  
0:16:05 – The impact of AI on marketing careers  
0:18:25 – What’s working in marketing today: the creator economy  
0:20:59 – Turning employees into influencers and brand advocates  
0:24:51 – The reality of applying for jobs in today’s market  
0:25:53 – Advice for entry-level candidates  
0:31:16 – How senior professionals can stay competitive  
0:33:32 – The rise of the gig and fractional economy  
0:36:02 – Small teams, AI, and the future of work  
0:39:19 – Personal branding and standing out to employers  
0:41:23 – Katie’s top tips for junior marketers

Ever wondered how fast fashion brands tackle sustainability? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Sarah Whittaker⁠, Head of Sustainability Communications at Primark, about how one of the world’s largest fashion retailers is navigating the challenge of becoming more sustainable while maintaining affordability at scale. 
From addressing common misconceptions around fast fashion to embedding more responsible practices across teams and supply chains, Sarah shares a behind-the-scenes look at how communications helps shape perception, influence behaviour, and avoid greenwashing. She also explores how brands can simplify complex sustainability messages, empower employees as advocates, and balance commercial realities with ethical responsibility. 
 
Sarah’s Top 3 Tips: 
Keep sustainability messaging simple and focused – narrow in on what matters most to your audience  
Back up every claim with evidence – avoid absolutes and communicate progress, not perfection  
Engage your internal teams first – employees are your most powerful (and credible) advocates  
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!  
 
Timestamps: 
0:00:49 – Sustainability communications vs marketing explained  

0:02:47 – What Primark stands for as a global brand  

0:05:50 – Tackling perceptions of fast fashion and low cost  

0:08:56 – Communicating sustainability reports in a more engaging way  

0:12:03 – What circularity means in fashion  

0:14:10 – Working with suppliers to drive sustainability  

0:16:16 – Regulation vs voluntary sustainability efforts  

0:19:15 – Do customers really care about sustainability?  

0:23:52 – What sustainability actually includes (beyond environment)  

0:25:41 – Most effective channels for sustainability communication  

0:28:41 – Empowering employees to talk about sustainability  

0:31:34 – Keeping messaging clear and avoiding greenwashing  

0:35:33 – Sarah’s career journey into communications  

0:37:58 – Agency vs in-house: key differences  

0:40:02 – Career advice for marketers and communicators