Earned media- defined as any coverage, mentions or media attention not directly paid for or controlled by your business - remains one of the most powerful signals for Large Language Models (LLMs) when it comes to understanding and ranking businesses. Unlike traditional search engines that rely heavily on keywords and backlinks, LLMs like ChatGPT, Claude and Perplexity build their knowledge from trusted, high authority sources. Ensuring your content is seen by LLMs So what are

Visibility within Large Language Models (LLMs) like ChatGPT is shaping how companies get discovered, described and evaluated daily. One thing is becoming clear from where we sit: a one-size-fits-all approach to discoverability won't work. Each model retrieves, prioritises and processes differently. Getting your company noticed in ChatGPT works differently from how it might appear in Claude and Gemini. As marketers scramble to adapt, understanding those differences is where sm

The annual FTTH Conference is Europe's leading fibre summit and this year it will be held at Excel London . Expect it to be busy. Over 3,500 visitors are expected and with 65 sponsors, 16 analyst firms/ media partners, 28 associate partners and a start up zone all competing for attention, standing out from the crowd won’t be easy – either in the venue or outside of it. Today, it is cheaper and easier to capture video content... but producing it to a professional standard i

With great power comes great responsibility, and ethical use of AI is essential for brand trust, regulatory compliance, and long-term growth. At its core, marketing has always been about building trust with customers. The use of AI doesn’t change that, but it does raise the stakes. Every AI‑driven interaction becomes a moment of truth for a business, making responsible governance just as critical as creative execution. Therefore, for CMOs, the question is no longer whether to

AI-generated results are projected to overtake organic search traffic by 2028, sparking companies to reassess the impact of their owned and earned communications