ABOUT THIS EPISODE
Google brings you skeptics — AI brings you converters. And most businesses have no idea how AI decides who makes that shortlist. Dave Kenyon sits down with Joana Inch, Co-Founder and Head of Digital Strategy at Hat Media, to unpack how AI is reshaping the way businesses are found, chosen, and trusted — and why this affects every organisation listening, whether they've noticed it yet or not.
About our guest
Joana Inch is Co-Founder and Head of Digital Strategy at Hat Media, a B2B marketing agency working with tech and SaaS companies across Australia and globally. She's spent close to 20 years in marketing, starting as a media buyer straight out of university, and has built Hat Media into one of Australia's leading B2B strategy partners, picking up Stevie Awards for innovation along the way.
What we cover
- Why the internet has effectively split in two: the "human internet" and the "agent internet"
- The "Prove It Economy" — how AI actually decides which businesses to recommend, and why Reddit, LinkedIn, and YouTube carry more weight than your own website
- Why AI-referred leads skip almost all the research and convert faster than organic traffic ever did
- The mistake bigger organisations are making: assuming SEO success automatically carries over to AI visibility
- Why B2B buying groups have grown from a single champion to 4–10 stakeholders you now need to convince
- Our Humans vs AI game: what Jo keeps firmly human in her marketing operation, and what she's happy to hand to AI
- Our Change Your Mind game: what hybrid work has actually taught Jo, years on from going hybrid
- Our Prediction & Warning game: Gartner's forecast for how much of SEO's traffic AI will eat, and the warning for anyone who hasn't done an AEO audit yet
- Decoding the acronyms — SEO, AEO, and AIO — and what leaders should actually be measuring around AI adoption
Links
- Joana Inch: https://www.linkedin.com/in/joanainch
- Hat Media: https://www.hatmedia.com.au
- Dave Kenyon: https://www.linkedin.com/in/davekenyon5/
- OAHI: https://www.linkedin.com/company/oahi
About OAHI
OAHI is a workforce management platform helping organisations manage time & attendance, payroll compliance, and award interpretation with greater accuracy and less manual overhead. Evolving Workforce brings on industry leaders to unpack the real challenges shaping HR, payroll, and workforce technology today. Subscribe so you don't miss the next episode.
TRANSCRIPT 🔗
00:00:00.160 --> 00:00:05.040
Now with AI, people actually trust AI five times more than a say a Google search.
00:00:05.120 --> 00:00:10.240
So they're more likely to convert based on what the AI has given them.
00:00:10.880 --> 00:00:16.719
So we used to say Google brings you skeptics, AI brings you converters.
00:00:16.960 --> 00:00:19.440
You kind of have to prove yourself in the market.
00:00:19.600 --> 00:00:24.239
So it's not just what's on your website and what story are you telli…
