Building Brand Gravity: Attracting People Into Your Orbit
G&S Communications
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AI Is a Tool, Channel, and Leadership Competency
AI is no longer just a productivity tool. It is a channel, a leadership competency, and a pressure test on whether your story holds up across every part of your brand. Steve Halsey sits down with Hailey Driscoll, SVP of PR and Managing Director, Boston at Walker Sands, and Jon Woods, partner at Ground Floor Media, to unpack what is actually working in AI adoption and where leaders are getting stuck. The conversation builds on insights from the first PROI Americas AI Summit, where agency leaders from across the region came together to compare notes on what is real and what is hype. They get into the messy middle of AI maturity, why fixating on efficiency leaves real value on the table, and how AI is reshaping brand visibility through generative search and the emerging discipline of story hygiene. The episode closes with practical advice on staying curious in a constantly shifting landscape and the case for treating AI adoption as an organizational leadership decision, not just a tech project. In this episode: Why fixating on AI as an efficiency tool is leaving the real value on the tableHow AI is becoming a marketing channel through generative search and what GEO means for brand visibilityWhy story hygiene is now a foundational comms disciplineWhat CCOs and CMOs should be building before they scale AI across their teams
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