In today’s AI-powered search ecosystem, people don’t just search for brands — they search around them.

Visibility is no longer driven by backlinks and technical SEO alone. It’s shaped by trust signals: brand mentions, expert citations, relevance, sentiment, and engagement.
In this session, Beth Nunnington, Global VP of Digital PR at Journey Further, will share proprietary research into how brand entities influence discoverability in 2025, unpacking the real-world impact of expert-led PR, digital reputation, and earned validation.

She’ll also reveal how leading brands are shifting from performance marketing to performance storytelling — winning both hearts and headlines.
Whether you’re a PR pro, SEO strategist, or brand marketer, this session will help you rethink what it really takes to be found, and trusted, in the new era of AI search