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  "description": "Burson's Asia-Pacific head of intelligence and transformation joins the podcast to explore how AI answer engines assess brand content.",
  "path": "/podcast-bursons-red-surtida-on-geos-credibility-paradox/",
  "publishedAt": "2026-06-10T08:08:24.000Z",
  "site": "https://www.earned-first.com",
  "tags": [
    "Earned First podcast",
    "Earshot Media",
    "RSS",
    "Apple Podcasts",
    "Spotify",
    "YouTube",
    "More"
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  "textContent": "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.\n\n<a href=\"https://rss.com/podcasts/earned-first/2900163/\">Burson's Red Surtida on GEO's 'credibility paradox | RSS.com</a>\n\nThe Earned First podcast is produced by Earshot Media.\n\nSubscribe here: RSS | Apple Podcasts | Spotify | YouTube | More",
  "title": "Podcast: Burson's Red Surtida on GEO's 'credibility paradox'",
  "updatedAt": "2026-06-10T08:08:24.420Z"
}