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The rise of AI search platforms and zero-click experiences is fundamentally changing how B2B decision-makers discover information, posing a critical visibility challenge for brands. To address this shift, PAN, a global integrated marketing and PR firm, has launched a new AI Optimization service line and appointed Zareen Fidlon as its Head of AI Innovation. This strategic expansion is designed to guide B2B tech and healthcare brands through the new era of discovery, ensuring they are not only found by large language models (LLMs) but are also interpreted correctly and credibly within AI-generated answers that shape early buying decisions.
PAN launched a new AI Optimization service line for B2B brands.
Zareen Fidlon was appointed as the Head of AI Innovation.
Services address brand visibility in AI summaries from platforms like ChatGPT.
Offerings include AI audits, strategy, content optimization, and benchmarking.
The move is backed by proprietary research on AI's impact on B2B traffic.
The goal is to shape brand credibility in AI-driven "Answer Engine Optimization" (AEO).
As platforms like ChatGPT, Claude, and Gemini become primary research tools for B2B buyers, brands risk invisibility if they are not accurately represented in AI summaries. PAN's new services combine traditional search expertise with next-generation AI strategies to ensure a brand's narrative is reinforced across earned media, owned content, and paid distribution. This integrated approach is crucial for maintaining top-of-mind awareness and credibility in a landscape where AI answers often bypass traditional websites and content.
The AI Optimization services are structured into two key disciplines. The first, Audits & Strategy Development, includes offerings like AI Search Visibility Audits and Content Performance Audits with AI insights. The second, Production & Optimization Support, encompasses AI-Optimized Web Copywriting, AI-Ready Wikipedia Support, and AI-Augmented Content Creation. This comprehensive framework helps brands build authority and activate engagement signals that AI models recognize and trust.
The service launch is built upon a year of significant AI-focused initiatives at PAN. This includes the development of an AI Overview Tracker analyzing over 5,000 B2B keywords, proprietary research revealing a 23% traffic drop for B2B brands correlated with AI Overviews, and a beta tool for monitoring brand mentions across AI platforms. Zareen Fidlon, SVP and Head of AI Innovation, emphasized the strategic importance, stating, “SEO shaped visibility. AEO will shape credibility, and that shift will define the next decade of brand growth.”
PAN's formal launch of AI Optimization services signals a necessary evolution in B2B marketing strategy. By treating AI visibility as a strategic growth driver rather than a mere digital tactic, PAN is positioning itself and its clients at the forefront of a fundamental shift in how brands build credibility and influence in a world where AI is the new gateway to information.
PAN is an award-winning, independent, brand-to-demand agency forged from PR that empowers possibility for leading B2B tech and healthcare companies worldwide. Storytellers at heart with deep industry experience, a strategic, data-driven mindset, and a fully integrated marketing and communications service offering – PAN has been recognized as Outstanding Tech Agency of the Year by PRWeek, a 2x Technology Agency of the Year, and PRovoke Media's Data-Driven Agency of the Year. PAN's approach blends the right mix of brand awareness and demand generation to move ideas across media, audiences to action, campaigns to results, and companies to the next stage of their journey, including brands like Algolia, Certera, Cornerstone, Extreme Networks, Genpact, Solera, and Vertex.
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