Today, buyers don’t just search – they ask AI who to trust, who to work with and which brands stand out. These systems don’t rely on adverts or self-promotion; they learn from credible third-party signals such as media coverage, expert commentary and consistent authority across the web. In this roundtable, Alison Shadrack, Founder of Adia PR, will explore how strategic PR builds the kind of credibility that journalists trust, customers act on and AI models draw upon when generating recommendations. As we move from a world of search results to one of recommended answers, businesses need to think beyond visibility and focus on authority. Drawing on real-world examples, this session will unpack how to build a trusted reputation that resonates with both human audiences and AI systems – and how entrepreneurs can take control of whether they are recognised as a trusted authority – or overlooked entirely – in the age of AI.
Questions to think about:
- If a potential client asked an AI tool about your business or expertise today, what would it say – and would you be happy with that answer?
- What credible, third-party signals currently support your reputation – and are they strong enough to influence both human trust and AI interpretation?
- Are you building a consistent, compounding digital footprint – or are your visibility efforts still fragmented?