⚠️ Warning: AI-First Marketing Could Cause Backlash
Author
Kevin Dulaney
Leadership
06.06.2025
Hey all,
As we approach the half year mark, we’ve taken a bit of time to reflect on the whirlwind of a year we’re having. Despite the flurry of shenanigans and market instability around us, we fortunately put together one of our best quarters…from a client satisfaction, revenue and net new business perspective. It’s truly amazing what you can do when you invest in getting the right people in the right seats. SourceCode has that now in spades.
Shameless plug: Meet me in Cannes! Respond to this email and we’ll get something on the books. I’m happy to share off site events, panels, and parties!
This week, we’re highlighting how important PR is for brands wanting to be present in AI search (Kevin also wrote a piece on it HERE), another marketing win from Duolingo, and how Lenovo’s CMO is changing their approach.
That’s it for this week.
Becky & Greg
Bring PR into SEO: Why PR is becoming more essential for AI search visibility
TL;DR: As AI-powered search engines like Google’s AI Overviews become more prevalent, traditional SEO tactics don’t cut it like they used to. SEO experts are leaning on public relations efforts to garner brand visibility and authoritative backlinks to find success.
Takeaway: In an era increasingly run by performance marketing, earned comms can often get the short stick. It takes time to craft a story, match it with the right media, and get it live – something that’s often frustratingly slow compared to upping digital ad spend or launching a new OOH campaign. But nowadays, PR is more than just a splashy way to impress your audience. It helps your brand get surfaced in third-party places and, thus, establish your brand’s authority and trustworthiness. If you want to stay relevant in the era of AI search, you’ll need to lean on collaborations between SEO and PR teams (sooner rather than later).
Consider:
- How can your brand’s PR and SEO teams collaborate to create content that enhances visibility in AI-generated search results? Pro tip: keep scrolling for some ideas from our integrated marketing team!
- Are you actively securing authoritative media coverage and backlinks to strengthen your brand’s presence in AI-driven search environments? We’re diving deeper into why this matters over on our blog.
| ⚡️ Fueling Growth Through Integrated Marketing ⚡️ This is where an integrated approach to your marketing will help you future-proof your business and get ahead of industry trends. Instead of letting your marketing team operate in silos, break down the barriers! Consider how each arm of your team contributes to your larger goals. Once you get outside the standard boxes of what each arm focuses on, you’ll notice the areas where you can blend the focuses. SEO and PR can collaborate by landing high-value placements for search and AI ranking. Ad buyers can work with social media by supporting quality organic content with an ad funnel. Content marketing can fuel lead gen by creating educational assets that sales teams actually want to share. We’re all on the same team working to accomplish the same goal – make it easier (and more fun!) for yourselves by leaning into an integrated approach. |
Prepare for pushback: How the internet-savvy Duolingo is responding to game-changing backlash
TL;DR: Language-learning app Duolingo has long been applauded for their ability to tap into internet culture in a way few brands have been able to. But when their CEO recently announced its “AI-first” strategy pivot, which includes replacing contract workers with AI, no one applauded. To make matters worse, the company’s sudden silence on social media and a cryptic return have further alienated users.
Takeaway: Known for its contrarian approach to marketing, Duolingo built its brand on community and playfulness. Which makes it extra challenging to abruptly shift to a more impersonal, efficiency-driven approach without risking user trust. Additionally, the company’s failure to proactively address concerns about AI replacing human roles has amplified fears and criticisms. It’s a clear example of the importance of aligning technological shifts with clear messaging that reassures users and maintains the brand’s core identity.
Consider:
- How can your brand introduce technological changes without compromising established identity and user trust? This might mean slowly rolling out changes or implementing a tiered comms plan that makes the new pivot more approachable.
- If AI and innovation is on your horizon, you’re inevitably going to get a bit of pushback from people who want to maintain the status quo. Are you prepared to engage transparently with your audience about the implications of adopting AI or other emerging technologies?
Balance B2C and B2B: How Lenovo’s CMO services both sides of marketing in the age of AI
TL;DR: Lenovo’s CMO, Emily Ketchen, recently discussed how the company is integrating AI into both its product offerings and marketing strategies, balancing the needs of B2C and B2B audiences. Ketchen cited an internal AI governance council and an 11-step AI education program for marketers as ways Lenovo is realistically integrating AI across the org.
Takeaway: In B2B marketing, personalized messaging is key, while B2C efforts benefit from broader, emotionally resonant campaigns. Ketchen’s insights emphasize finding the common ground that both B2B and B2C share, such as identifying unarticulated customer needs and creating categories to match the solutions to those needs with relevant products or programs. Often that includes using AI tools as both a product feature and an internal marketing tool. Another area of commonality is in the use of strategic partnerships, such as Lenovo’s collabs with Formula 1 and FIFA, which enhance brand storytelling and global reach.
Consider:
- Integrating AI starts with internal stakeholders. You’ll have a hard time marketing AI innovations in your products if your team doesn’t first understand them. How can your marketing team be educated and empowered to effectively utilize AI in both strategy and execution?
- What common issues are shared by both your B2B and B2C audiences? Once you’ve identified these issues, start categorizing them to add structure and understand how you can translate your emerging technologies into real, actionable solutions.
Don’t forget! Connect with us: hello@sourcecodecomms.com