In this episode of The FutureWeek Podcast, our host Serena Haththotuwa, Senior Reporter at FutureWeek, is joined by Nick Fettiplace, UK Managing Director at Jellyfish, the global digital marketing agency known for its proprietary AI-powered marketing tools.
The conversation dives into one of the industry’s most intriguing shifts: large language models becoming a new kind of audience. As consumers increasingly interact with AI assistants like ChatGPT and Gemini, marketers must rethink how their brands are discovered, understood and recommended by machines – a shift driving the rise of concepts like Generative Engine Optimisation (GEO) and business-to-agent marketing.
