Beneath the Surface – Details, episodes & analysis

Beneath the Surface is a podcast about generative engine optimisation, AI search and reputation in the age of the algorithm.

We’ve grown used to algorithms deciding what we see. Since Google and the days of the eight blue links, information has been filtered, ranked and prioritised for us. But there was still a sense of where it came from. You could scroll. You could check the sources. You could look beneath the surface. But that’s changed.

This series explores what’s happening underneath AI-generated answers: what is shaping them, who is shaping them, and why. From misinformation and disinformation to corporate influence, reputation risk and the hidden sources behind tools like ChatGPT, Gemini and Claude, each episode looks at how generative search is changing visibility, trust and truth online.

For marketers, communicators and decision-makers, Beneath the Surface helps make sense of the new information landscape – and how to shape reputation in the age of the algorithm.