Podcast: Burson's Red Surtida on GEO's 'credibility paradox'

In this episode, Burson's Asia-Pacific head of intelligence and transformation Red Surtida joins Earned First founding editor Arun Sudhaman and research and insights editor David Blecken to explore the findings of the 'Credibility Paradox', a study that examines how AI answer engines assess and surface brand content. The conversation covers why corporate leadership content is underperforming as a credibility signal, how employee experience is emerging as a reputation asset in the GEO era, the channel dynamics that vary significantly across industries and markets, and what it means that business decision-makers find AI-generated answers more believable than the general population does. Burson's Red Surtida on GEO's 'credibility paradox | RSS.com The Earned First podcast is produced by Earshot Media. Subscribe here: RSS | Apple Podcasts | Spotify | YouTube | More