The Marketing & AI Podcast: The MAP

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: [email protected]
LinkedIn: https://www.linkedin.com/company/proper-propaganda/
Substack: https://jacksonwightman.substack.com/

How do you take your AI skills to Expert Level?
In this episode we speak to Charlie Hills, a London-based entrepreneur who left his 9-to-5 in September 2024 to become a full-time AI-focussed creator.
Today Charlie's LinkedIn posts, his Substack and now YouTube channel on using AI for content creation have become the gold standard for those seeking to build their brands, their businesses and their careers.
He runs Linked Agency (a LinkedIn-focused content agency), The AI Creators Club (a paid community offering AI-powered LinkedIn growth systems and live coaching), and Vislo (an AI-powered infographic and carousel design tool).
Using his AI skills Charlie has grown his LinkedIn following from 0 to 218k+ in roughly two years, and his AI infographics have generated over 7.5 million impressions.
In addition he has a Substack newsletter with over 50,000 followers, His Instagram has over 70,000 followers and has just launched his YouTube channel.
Charlie's mastery of AI and willingness to share how he does it is truly inspiring - are you ready to build your AI brain?
Follow Charlie here:
LinkedIn: linkedin.com/in/charlie-hills
Substack: Martech AI newsletter

The Human Challenge of AI Transformation
Successful AI adoption is not just a technology challenge — it is a human one too, shaped by culture, diversity of perspective, governance and trust.
In this episode, Deepak Patel joins us to discuss the human responsibilities that come with AI transformation. Deepak is an experienced transformation leader and Managing Director of DSP Consulting Ltd, and has previously held senior roles at Deutsche Bank, Nomura and Hitachi.
We explore how AI can amplify an organisation’s institutional knowledge and strengths, but also how, when implemented poorly, it can reinforce narrow thinking, weaken culture and disengage employees — scaling existing problems rather than solving them.
Connect with Deepak on LinkedIn:
https://www.linkedin.com/in/deepakpatel2/

More than 35% of product discovery is already happening inside AI-driven search experiences rather than on retailer websites.
In this episode of The MAP, Hal Kimber and Nick Darby speak with Raj Balasundaram, Founder and CEO of Bayezon AI, about what this shift means for marketers, retailers, and the future of e-commerce.
Hal first heard Raj speak at the Digital Leaders Summit, where he described the rise of agentic commerce — a world where AI agents increasingly sit between customers and brands.
Instead of browsing product pages and comparing websites, customers can now describe what they want to AI assistants. The AI understands intent, evaluates options, and presents answers instantly.
In the conversation, Hal, Nick, and Raj explore:
• Why intent-first shopping could replace traditional product search
• Why AI interfaces are becoming a major new product discovery channel
• How retailers may need to build dynamic, AI-driven store experiences
• Why brands must start architecting their systems for AI agents — not just humans
• How removing friction from the buying journey could reshape e-commerce
Raj argues that this shift is not a distant future scenario. Consumer behaviour is already changing — and brands that fail to adapt risk disappearing from the buying journey entirely.
For marketers and e-commerce leaders, the question becomes:
If AI agents increasingly guide the buying journey, how do brands remain visible, trusted, and chosen?

About the Guest
Raj Balasundaram is Founder and CEO of Bayezon AI, which recently launched what it describes as the world’s first agentic commerce platform, designed to help retailers and brands interact with AI agents and deliver more personalised, frictionless commerce experiences.
https://www.bayezon.ai/

What is really happening with AI adoption in the US?
In this episode, Hal Kimber and Nick Darby speak to San Francisco–based Mark Fallows - an experienced digital strategist, creative leader and consultant - about what AI transformation actually looks like inside businesses today.
While many assume American companies are racing ahead with AI, the reality is more nuanced. Experimentation is widespread — but true transformation remains uneven.
Mark’s deeper insight?
AI transformation starts with human transformation.
The real competitive advantage isn’t access to tools — it’s unlocking institutional knowledge, creativity and curiosity within marketing teams. AI should act as an amplifier of human judgement, not a replacement for it.
In this conversation, we explore:
The current state of AI adoption in US businesses
Why workflow automation alone is not transformation
How to surface and scale institutional wisdom
Where human judgement must remain central
What bold, responsible AI leadership looks like in 2026
This episode moves beyond hype to examine how CMOs can adopt AI in a way that strengthens creativity, sharpens decision-making and builds sustainable competitive advantage.
Follow Mark and discover more:
https://amplified-imagination.com
https://amplify.fabricacollective.com
https://www.linkedin.com/in/markfallows/