Hello friends,

First newsletter of 2026. I spent Christmas in the UK and Europe. Came home with an injured hand, so I’m dictating more emails than usual. Any recovery tips, send them my way.

Since landing back, it’s been full tilt with the LEOPRD team. We’ve been doing some work with Amazon on AI visibility, as well as securing top-tier coverage for clients.

We led Flexischools’ back-to-school campaign, generating 60+ pieces of coverage across all NewsCorp mastheads, Channel 9 News, The Herald Sun (page 3), and 7News and more. We also announced Retail MediaWorks’ partnership with JB Hi-Fi, landing in the Australian Financial Review and key retail trade titles, including AdNews and Mi3. Pandion Health featured in Yahoo Lifestyle last week, and LostMtns was spotlighted in TimeOut Sydney.

When earned media lands in the right places, it does more than inform the market. It shapes how AI platforms define you.

Gartner is now predicting PR and earned media budgets will double by 2027. We’re not surprised. Our Reputation to Revenue report found over 60% of AI brand citations come from earned media and third-party signals.

Until next time 🐆

C and the LEOPRD team x

P.S., I launched LEOPRD less than 12 months ago, and last week I was shortlisted for PR Professional of the Year at the CommsCon Awards. Thank you to everyone who’s backed us so far. It means a lot!

P.P.S., I’m also in the running for the People’s Choice Women Leading Tech Award (presented by Atlassian). If you feel inclined to vote, I’d be massively appreciative.

Useful stats to have on your radar

Post-Christmas data is starting to land, and it’s clear AI isn’t just influencing discovery. It’s shaping purchasing decisions. What used to be a research assistant is fast becoming the decision engine.

• AI referrals are converting 31% more than other channels - Adobe Analytics , Jan 2026

• Generative AI tools drove an additional 693.4% traffic during 2025 holiday season (US) - Adobe Analytics

• 53% increase in purchases after 30 minutes of interaction with Copilot-assisted shopping journeys, according to Microsoft's internal data. (Microsoft)

• ChatGPT is processing 2.5B prompts a day (OpenAI July 2025) 

• 52% of AI interactions are 'Asking' - users want decision support, not just information. AI platforms are becoming the world's most trusted advisors (National Bureau of Economic Research & OpenAI)

Team news

In January, we welcomed Sally Douglas as Communications Director. Sal brings 14+ years of experience across the UK and Australia, working with brands including eBay, Spotify, Dyson, Westfield, Lendlease, and Mirvac. She’s also an author and co-founder of Good Mourning, one of the world’s leading grief support podcasts and platforms.

Welcome, Sal.

On the prowl

AI news you should have firmly on your radar.

Australians rank among the world’s most active ChatGPT users, with one in three using it for fitness guidance, training programs, meal planning and daily life admin.

At the end of last year, LinkedIn outlined 25 big ideas shaping 2026. One of the biggest takeaways is that Generative Engine Optimisation (GEO - also known as LEO and AEO) is fast replacing traditional SEO as the way brands get discovered. As consumers shift toward AI chatbots, agentic tools and answer engines, visibility inside AI-generated responses will matter more than ranking on a search results page. It’s no longer just about driving clicks. It’s about being cited, summarised and recommended within the answer itself. If your brand isn’t part of the response, you’re not part of the decision (and we can help with that).

OpenAI is piloting ads in its Free and low-cost ChatGPT tiers – a direct move into Google’s territory. According to The Australian, “ChatGPT began with an ad-free user experience and is progressing to a commercial engine that captures a massive portion of the world’s advertising spend.”

If ChatGPT becomes ad-influenced, organic authority signals (editorial coverage, reviews, structured expertise) will matter even more. Ads can buy placement. They can’t buy credibility.

Anthropic has confirmed it’s opening an Australian office as part of its global AI expansion. Another major model player is planting a flag locally. This isn’t just symbolic. It signals that Australia is becoming strategically important in the global AI race, not just as a market, but as infrastructure. For marketers, more AI operators on the ground means more competition for data, partnerships and influence.

OpenAI is expanding into health-focused AI experiences, aiming to provide medically informed responses within guardrails. This signals deeper vertical integration. AI is no longer generic, it’s specialising.

Before you go…

LEOPRD is hiring. As platforms like ChatGPT become places where decisions are being made, brands need to control what LLMs say about them. That’s what we do.

We’re looking for a sharp, organised, commercially minded Project Manager to deliver client work at the forefront of AI and communications.

Sydney-based team. Global client work. If you want to build the future of visibility, this is it.

Apply here:
https://lnkd.in/g29XXCD2