On AI, he says it's not a replacement for creativity, but a tool for those who know how to use it. "AI won't replace creatives but creatives who don't know how to use it as a tool will probably get replaced by those who do. It should be another string to a creative's bow, much like Photoshop." For Roberts, originality is still the point, and no amount of automation can change that.
If your brand isn't being mentioned on credible media outlets, industry lists or podcast transcripts, it's less likely to get pulled into LLM answers. LLMs lean on the same principles as traditional SEO. And earned media remains essential for authority and discoverability, whether it's through an LLM or SEO efforts. In traditional SEO, that authority helps content rank higher. With AI, trusted brand mentions have even greater influence, directly shaping how and where a brand appears in AI-generated results.
The traditional buyer journey-the familiar path from awareness to consideration to decision-is disappearing. Today's buyers are moving faster, skipping steps and often making decisions after a single trusted source validates your brand. What's driving this shift? Earned media and AI-driven research tools. Public relations has always been seen as a credibility builder-a way to get your brand noticed and trusted.
