We talk about this a lot at: how do you build credibility when people are no longer just Googling you? Our Founder & CEO @nikichain joined @MariaTunikova on Women Leading the Way by Drofa Comms, and the conversation touched on something that has become a big part of how we think about PR for our clients: what is feeding AI? People are opening ChatGPT and asking who to trust, which companies matter and where they should be looking. The answers they get are shaped by the information and sources that already carry authority. It’s why we’ve been moving our clients away from thinking purely about pay-to-play visibility and focusing more on credible media, research and being part of the conversations that actually carry weight. If people are changing how they search, brands need to think differently about where and how they show up.