What We Learned (and Loved) at Our AI Summit

How We’re Navigating the AI Age – Together

Last week, we brought together our clients and other curious minds for our first-ever AI Summit, which turned out to be a powerful day filled with fresh thinking, bold questions and practical insights on AI, search and brand building.

The event marked a pivotal moment for us at Propellernet. With AI evolving rapidly, we felt it was time to step back from the noise and create space for meaningful conversations about where we go from here.

Insights and Tools: Where AI Meets Action

We kicked off with a flurry of insights in the “AI Tools Share Back” session, as our internal experts shared the tools and custom GPTs they’re using right now, offering real-world examples of AI in action.

Our Director of Strategy, Sophie, then took us deeper into audience understanding with a session on AI-powered personas. This is incredibly valuable for anyone looking to get closer to their customers in more meaningful ways. You can read user cases of the work Sophie has been doing with our clients here.

Sophie also picked up an afternoon slot for her talk, “From Keywords to Prompts: The Future of Search”. Her message was clear; while the tools are changing, the fundamentals remain the same. Customers still want what they’ve always wanted. Brands that understand these needs and how to show up in the new search landscape will thrive.

The Impact of AI on SEO: GEO and the evolving search landscape

Next came a look at how search is changing from Dave Peiris, our Head of SEO & Product. He explained that as Google leans more on user behaviour data to combat AI-generated content, established brands are gaining the advantage. In this new landscape, building a strong brand isn’t just important – it’s essential for visibility in search.

Our keynote speaker for the day!

Our summit keynote speaker, Henry Coutinho-Mason, encouraged us to look at what’s not changing in a fast moving world during this time of significant change. Drawing on ideas from his book The Future Normal, Henry explored how to combine AI with people-first innovation, a theme that resonated throughout the day.

Brand Building in the AI Era

One of the most talked-about sessions was our afternoon panel on brand building, hosted by our Co MD, Sam Zindel who talked to our very own Media Strategy Director, Lily and Kat Duffield who joined us from our trusted partner StackAdapt for the afternoon. They tackled the challenge of staying distinctive in an AI-saturated world.

Lily drew on Jenni Romaniuk’s work around Distinctive Brand Assets, supported by research from Kantar and Oxford’s Saïd Business School, showing that difference is the biggest driver of brand growth. “People build brands the way birds build nests,” she quoted Jeremy Bullmore. “Through the straws and scraps they chance upon.” In this context, AI should be seen as a tool to amplify creativity and consistency, not replace the human touch.

The Data Story: Launching Our AI Pulse Survey

We also unveiled Wave 01 of our AI Pulse Survey, a new quarterly research initiative we’re running with YouGov to track how consumer attitudes to AI are shifting. From trust in tools like ChatGPT to demographic trends, the data paints a fast-changing picture of public perception. You can download that full report here now.

Capping It Off: The Digital PR Podcast Live

To close the day, we hit record on our first ever Digital PR Podcast Live. Hosted by Stephen Baker and Louise Parker, with Raquel Pinto stepping back onto the stage to join them, the episode took a lively look at what AI can (and can’t) do for PR.

Where We Go From Here

Our AI Summit wasn’t just about showcasing knowledge, it was about sparking collaboration with our clients and friends to see what we can achieve together.

We’re now actively looking for a handful of innovative brands to partner with us as we continue experimenting, learning and leading in this space. If you’re curious, optimistic and up for shaping the future together, let’s talk.