Hotwire

Today in Dublin, AMEC Measurement and Evaluation officially launched the GEO (Generative Engine Optimization) Principles, a new global framework for measuring communications in the age of AI, co-created by Hotwire’s Matt Oakley. The GEO Principles are designed to bring greater rigor, transparency, ethical alignment, credibility and accountability to AI-led measurement, shaping how organizations are found, understood, and trusted in AI-generated answers. The framework reinforces that no single metric or tool can define AI visibility. Instead, GEO measurement must be grounded in three interconnected areas: reputation, search and content readiness, and AI outputs to understand real impact. A significant step forward led by AMEC, helping the industry move toward more transparent and accountable approaches to measurement in the AI era. Credit to Matt Oakley and fellow contributors for helping bring this important framework to life. More via PRWeek in the link in comments

AI is already telling your story. Make sure it’s a version you can stand behind. Your brand’s AI narrative is already live. Right now, AI systems are assembling a picture of your brand from whatever content, coverage, and signals they can find. That story exists whether you’ve shaped it or not. The challenge is that most teams don’t know how AI currently describes them, which details it emphasizes, or where it may be incomplete or wrong. At Hotwire, we help brands see and shape that narrative. Our AI visibility assessment provides a clear view of how your content performs across clarity, structure, quotability, tone, FAQs, and metadata. We then help optimize those assets, strengthening the signals AI relies on so your story comes through clearly, accurately and consistently. If AI is speaking on your behalf, make sure it’s telling the right story. 👉 Let’s discuss how to improve your AI visibility: https://lnkd.in/eTJ3bU2n

Grant Toups and Charlotte Harvey sat down with Maja Pawinska Sims from PRovoke Media to talk about what is a defining moment for both Hotwire and the wider communications industry. It’s a moment shaped by speed, complexity, and shifting expectations, and one that explains why we’re entering the age of the midsize agency as a structural reality. Fewer layers. Faster decisions. The ability to evolve as change is happening. They explore how innovation storytelling has fundamentally changed. It isn’t confined to “tech companies” anymore. Innovation is happening everywhere, in retail, mobility, consumer brands, and legacy industries that don’t always see themselves as tech‑forward. The challenge isn’t building the innovation. It’s recognizing it, shaping it, and telling the story in a way that earns relevance and trust in a crowded, skeptical environment. And underpinning all of it is culture. Energy, ambition, and belief in people are what enable agencies to move at the pace this moment demands. 🎧 The podcast link is in the comments. Thanks to Maja Pawinska Sims and the PRovoke team for the conversation.

Well said, Anol Bhattacharya. We’ll be printing this one on a T-shirt for the next merch drop! “All AI slop is human slop” lands because it puts accountability back where it belongs: with us. AI may be changing how we work, but Anol’s reflections from the House of Beautiful Business' World Beautiful Business Forum are a timely reminder that the biggest questions are still human ones: accountability, judgment, and what we choose to hand over. The tools may be getting smarter, but the responsibility for how we use them still sits with us.

Up until now, executive visibility was built just for human audiences. That era is ending. Executive reputation is no longer shaped only by people. It’s increasingly interpreted first by machines, long before a journalist, investor, customer, or partner engages. At Hotwire, we’ve been watching this shift closely. Today, we are proud to share that we’re partnering with Lilypath to bring a new layer of intelligence to executive communications. As AI systems power platforms like LinkedIn and influence search and discovery, executive visibility has fundamentally changed. Profiles and content are no longer just expressions of identity. They are also inputs into systems that decide who gets surfaced and trusted. Working alongside Erin B. Lanuti, Todd Grossman, and the Lilypath team, we’re embedding these insights directly into our executive programs. This gives our clients early access to intelligence on how AI systems interpret, rank, and surface executive authority, helping optimize profiles, content, and thought leadership for both human audiences and AI systems. We’re excited about what this partnership makes possible and about helping leaders show up with clarity, credibility, and influence in a world that’s changing fast. More about our partnership via PRWeek in comments.

"We should not sacrifice our own human agency to AI by aiming for 'fully autonomous' agents. Let's stay in the loop." – Anol at the World Beautiful Business forum in Athens last week. The session ended but the conversations just started. About who gets to delegate agency and who it ultimately serves. Elaine Kasket and Anol Bhattacharya went deep at the World Beautiful Business Forum on a question most organizations are still avoiding: how much agency should AI actually have – and what does giving it away cost us? Elaine pushed on mental wellbeing. Anol challenged the habit of blaming AI for decisions that are, in fact, human ones. Both took the conversation beyond work into territory that felt genuinely honest. Anol is writing a series of reflections that cover everything he observed and spoke about in Athens. Stay tuned for more.

B2B buying has fundamentally changed. Decisions now start long before a sales conversation. Buyers self‑educate, align internally, and increasingly rely on AI to sort, summarize, and validate information on their own terms. That shift is the focus of the first episode of the new season of Beacon Podcast. In How AI Is Reshaping Content Strategy, Anol Bhattacharya is joined by Kerry Cunningham, Head of Research and Thought Leadership at 6sense. Kerry brings decades of experience across B2B marketing, sales, and business development, including roles at SiriusDecisions and Forrester, and work with hundreds of B2B technology companies. And this is just the start. More insights from their conversation coming soon, each one examining the forces reshaping communications, marketing, and growth. Check the comments below for Episode 1 full breakdown. 💬

Thank you to the House of Beautiful Business for inviting us to the World Beautiful Business Forum. Our attending team left with suitcases full of inspiration, power and a mandate to change. 🍋 The Agentic Agora track ran across all three days of the World Beautiful Business Forum, with 12 sessions covering what AI is actually doing to creativity, democracy, culture, identity, and leadership. Not in theory. Real questions, played out in studios, workshops, and on the main stage. From AI-generated propaganda reshaping political reality, to what it means to give an agent permission, to what comes after AI altogether. We sponsored the track, hosting the Agentic Organizations Lunch and contributing to several sessions on agents, identity, and the workforce implications that don't always make it into the mainstream AI conversation. Earlier this year, we published research on agentic organizations with the House of Beautiful Business and ROI·DNA – 900 leaders surveyed across the US, Europe, and Singapore. The finding that keeps coming up in every room we walk into: organizations are not struggling to adopt AI. They are struggling to govern it. Who decides when an agent makes the call? Who is accountable? Most companies don't have good answers yet. That's the work in front of us. Stay tuned for more content from Athens. We captured many of the meaningful conversations at the forum, to be shared and make a difference.

Spotted at the World Beautiful Business Forum. Grant Toups, Anol Bhattacharya, and Ute Hildebrandt flew to Athens to spice up the conversation. It’s only day two and minds are already blown. AI is clearly the leading subject, which is not a surprise to anyone. What is surprising, is that it’s not all fanfare and cheers – but deeper and urgent dialogues about the implications, future and wellbeing of us humans. In times where it feels like the cycle is only spinning faster, it is important to unplug, disconnect and freely share what’s on one’s mind. During today’s Agentic Organizations Lunch, hosted by Grant and Hotwire, we explored how AI agents and human agency are rapidly reshaping work. We explored what it means to be human in the age of AI during the Reality Tunnels session. Our latest Agentic Organizations report, launched in partnership with House of Beautiful Business, presented in Davos in January, played a large part in the conversation. The goal behind this report was not to show industry leading smartness, it was to open the dialogue and keep it going on what matters.