Bonus Episode: AI, Discoverability & the Future of B2B Marketing

2026-02-02

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How will B2B buyers find, evaluate, and trust brands in a world shaped by AI? In this special bonus episode of UnTrended, Billy Hamilton Stent, Chief Strategy Officer at Publicis Pro, sits down with Mimi Turner, Head of Marketplace Innovation at LinkedIn, to explore one of the biggest shifts facing B2B marketing right now: AI-driven discovery and generative engine optimisation (GEO) The conversation goes beyond technology, touching on culture, behaviour, and confidence and what it really takes for organisations to change...

How will B2B buyers find, evaluate, and trust brands in a world shaped by AI?

In this special bonus episode of UnTrended, Billy Hamilton Stent, Chief Strategy Officer at Publicis Pro, sits down with Mimi Turner, Head of Marketplace Innovation at LinkedIn, to explore one of the biggest shifts facing B2B marketing right now: AI-driven discovery and generative engine optimisation (GEO)

The conversation goes beyond technology, touching on culture, behaviour, and confidence and what it really takes for organisations to change when the future no longer resembles the past.

As Mimi puts it, this may be an epoch-changing moment, one that forces brands to grow up, get clearer on who they are, and build credibility in ways that both humans and machines recognise.

If you work in B2B marketing, strategy, growth, or leadership, this episode offers a grounded, human perspective on where AI discovery is heading and how brands can respond without chasing hype or fear.

This is less about tactics, and more about how trust, relevance, and authority will define success in 2026 and beyond.

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Chapter Markers

(01:55) — Looking ahead to 2026: what’s really changing

Mimi shares the two major shifts she sees shaping B2B marketing strategy over the next few years.

(05:45) — Why AI search rewards human qualities

Expertise, authority, trust, and relevance and how these human traits align with how LLMs prioritise content.

(09:50) — Why events — not ideas — drive real change

The cultural and organisational challenge of adapting when the future no longer looks like the past.

(13:10) — A more optimistic view of AI’s impact

How AI could lead to richer customer experiences, better marketing, and new roles.

(14:00) — A possible renaissance of trust and value