To translate or not to translate: are local language press releases still necessary?
Over the past 23 years, SE10 has advised B2B industrial clients on how best to manage translations – particularly for international brands with global market presence. The approach has always been nuanced and we’ve recommended what’s best based on individual companies and goals. But with the rapid acceleration of generative AI, we are noticing some […]
What happens when AI image generation makes your brand the default?
We asked Google Gemini to generate an image of a construction site and the unbranded excavator it featured looked very much like a Caterpillar. Is this the ultimate branding victory or a dangerous slide into genericism and risk? It was a simple prompt: “Generate an image of a modern construction site featuring an excavator.” The […]
Your AI-generated customer looks perfect. But have you lost your credibility?
The allure of a perfect AI-generated testimonial is understandable, but as this tactic moved from theory to reality at a recent construction tradeshow, it posed the question: is a flawless image worth potential damage to your brand’s reputation? A few months ago, I wrote about an AI-generated fashion model in a Guess ad published in […]
Should PR agencies rebrand as GEO or LLM influence agencies?
Influencing an ‘AI audience’ is a critical new facet of public relations but the future of our profession will be defined not by a replacement but a strategic expansion that continues to champion the enduring value of human connection. I attended a PR industry event recently, where one of the speakers gave a compelling argument […]
Influencing the knowledge base: Why your next media pitch might be to train AI
Your media pitch has a new audience: artificial intelligence. As AI chatbots use publications’ archives as training data, the goal of media relations is evolving. It’s no longer just about achieving coverage but also embedding your expertise into the very knowledge base that will answer your customers’ future questions. We’ve all heard by now how […]
Navigating the promise and peril of AI-generated podcasts
AI can now turn a whitepaper into a podcast voiced by your CEO. But should it? We explore how B2B brands can innovate using synthetic media without losing the trust that underpins their reputation. At SE10, we had a moment recently that felt like a glimpse into the future. We fed a blog post into […]
What a fake model in Vogue can teach a real B2B marketer
The uproar over an AI-generated model in a Guess ad is about more than beauty standards. It was a visceral reaction to perceived deception and the replacement of human creativity with synthetic imagery, eroding the trust between a brand and its audience. For industrial businesses, it provides a timely lesson in balancing the powerful efficiency […]
Google AI Mode is here – What industrial marketing and comms leads need to know
With the roll-out of Google’s AI Mode, the way users search for information is changing fast. For industrial B2B marketing and communications leaders, the shift towards ‘zero-click’ results demands a new approach to visibility, authority, and trust. Just over a year since Google introduced AI Overviews – the AI-powered summaries that appear at the top […]
From AI agents to GEO: Reflections from the PR Moment AI Masterclass
The conversation around artificial intelligence is hard to ignore. For marketing and communications leaders in the industrial and manufacturing sectors, the key question isn’t if AI will change things, but how – and what to do about it. One of our commitments to our clients at SE10 is to provide strategic counsel that cuts through […]
The value of human-powered PR in the AI age
As AI increasingly shapes the communications landscape, we believe that human insight, strategic thinking, and journalistic integrity remain absolutely essential in industrial B2B PR. Two and a half years since ChatGPT burst onto the scene, many other artificial intelligence (AI) tools have now become commonplace in both business and society. At SE10, we’re embracing AI […]