EP 117: 70% of Teams Are Using AI With Zero Oversight. Here’s What Happened

Most companies have bought AI. Hardly any are actually using it properly inside their teams.

In this episode, recorded live at the AI for PR conference in London, we break down the real reason AI adoption fails in marketing and communications, and what it takes to make tools like Microsoft Copilot genuinely valuable.

Chris Norton is with two experienced voices from the PR and SEO world who share practical use cases, honest frustrations and proven ways to close the gap between AI ambition and execution.

Stuart Bruce is a communications and PR consultant who specialises in helping organisations adopt and embed AI into real workflows. He has been working closely with Microsoft Copilot, including early access through its Frontier programme, giving him hands-on experience with how AI performs inside corporate environments.

Darryl Sparey is Co-Founder of Hard Numbers, a data-led PR agency focused on measurement, SEO and GEO. He brings a performance-driven perspective on how AI search is evolving, how it links with traditional SEO, and how marketers can prove ROI in an increasingly complex landscape.

Together, they unpack:

• Why most teams are underusing AI tools they already have
• The biggest mistakes marketers make with Copilot and generative AI
• Real examples of AI automation driving efficiency in PR workflows
• How SEO and GEO now intersect with AI search platforms
• The risks of misinformation and manipulation in AI-driven discovery

This is a candid conversation for marketing leaders who want to move beyond experimentation and start embedding AI into real business impact.

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