The Places We'll Go Marketing Show
Jun 26, 2026 · 54 min · 13 segments
What happens when AI stops listening to what brands say… and starts revealing what they actually are? In this episode, we sit down with Nick Emmel, Founder of Mr. President, one of the UK’s most…
Nick EmmelGuestPrimary HostHostCo-HostHostShow PanelistPanelistS- so Nick, the, the world is changing in front of our eyes with generative AI and LLMs, so I'm gonna ask you to look into your crystal ball.
I mean, that's a big one, isn't it? And it's one which we certainly are all talking about, and we're all trying to understand.
But I think there's one fundamental truth that is changing, is the way in which we are discovering brands and understanding what they can mean to us is now gonna be disintermediated via the lens of AI.
Your traditional methods of searching are going to disappear, and you're gonna be starting to ask questions of what I should be buying and why I should buy it and who I should choose, and everything which comes with that.
The challenge that that presents to everyone is that your brand is now going to be represented by the many signals of what your brand actually is out there in the world.
Every single one of those comments by one of your employees, every single press release, every single interaction that someone's had on Reddit about it, every single Trustpilot review is now gonna be smooshed together to represent the truth of what your brand is.
So you're now in a state where the funnel has effectively collapsed, and I'm gonna be going direct from going, which thing should I buy? What should I actually be doing? And then being presented immediately with a generified answer about what the brand is that I'm looking for.
And therefore, there is an imperative to go, "Christ, what, what does AI say about my brand? What are those signals that it's pulling in?" And for most brands, it is quite a weak generic signal.
They're just trying to go, "What can I find about this?" The job now is going, how can you ensure that every single one of the things that you are saying about the brand, and every single secondary and tertiary wave of the impact of what your brand is, and therefore how people are talking about you, starts to have- A truth and a singularity in it which represents the angle which you're trying to get out there.
And that is the reality of why we need to be assessing about the total experience.
But also, if you look at Evri when you search for it through this lens, it also comes through as cheap, which is also referenced many times.
Well, actually perhaps leverage the fact that you are known for your cheapness and make that more of your salient point you're trying to make because it's already out there, and you can re-emphasize that point against the service queue.
So it's now just starting to understand you can't hide anymore behind a brand promise and shouting from the rooftops about what you want to be, because LLMs are gonna expose what you really are.
And our job is to make sure that it's now picking up a truth that we want it to say [laughs] about us, which genuinely could appear through that disintermediated lens.
S- so Nick, the, the world is changing in front of our eyes with generative AI and LLMs, so I'm gonna ask you to look into your crystal ball.
I mean, that's a big one, isn't it? And it's one which we certainly are all talking about, and we're all trying to understand.
But I think there's one fundamental truth that is changing, is the way in which we are discovering brands and understanding what they can mean to us is now gonna be disintermediated via the lens of AI.
Your traditional methods of searching are going to disappear, and you're gonna be starting to ask questions of what I should be buying and why I should buy it and who I should choose, and everything which comes with that.
The challenge that that presents to everyone is that your brand is now going to be represented by the many signals of what your brand actually is out there in the world.
Every single one of those comments by one of your employees, every single press release, every single interaction that someone's had on Reddit about it, every single Trustpilot review is now gonna be smooshed together to represent the truth of what your brand is.
So you're now in a state where the funnel has effectively collapsed, and I'm gonna be going direct from going, which thing should I buy? What should I actually be doing? And then being presented immediately with a generified answer about what the brand is that I'm looking for.
And therefore, there is an imperative to go, "Christ, what, what does AI say about my brand? What are those signals that it's pulling in?" And for most brands, it is quite a weak generic signal.
They're just trying to go, "What can I find about this?" The job now is going, how can you ensure that every single one of the things that you are saying about the brand, and every single secondary and tertiary wave of the impact of what your brand is, and therefore how people are talking about you, starts to have- A truth and a singularity in it which represents the angle which you're trying to get out there.
And that is the reality of why we need to be assessing about the total experience.
But also, if you look at Evri when you search for it through this lens, it also comes through as cheap, which is also referenced many times.
Well, actually perhaps leverage the fact that you are known for your cheapness and make that more of your salient point you're trying to make because it's already out there, and you can re-emphasize that point against the service queue.
So it's now just starting to understand you can't hide anymore behind a brand promise and shouting from the rooftops about what you want to be, because LLMs are gonna expose what you really are.
And our job is to make sure that it's now picking up a truth that we want it to say [laughs] about us, which genuinely could appear through that disintermediated lens.
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