Google still owns 90% of global search volume in 2025, but the real shift is happening elsewhere. AI-driven search through tools like ChatGPT, Gemini, and Perplexity is quietly reshaping how people discover information.

For PR professionals, this changes everything. The future of visibility isn’t just about ranking on Google anymore, it’s about being found by the bots.

In this episode, we sit down with Jackson Wightman, founder of Proper Propaganda and author of The Tech PR Playbook, to unpack how Answer Engine Optimization (AEO) is becoming a core skill for PR teams. From “dual websites” built for humans and machines, to ethical debates over LLM scraping, Jackson explains how to adapt before the rules change completely.