Aviva on marketing for humans and machines

Marketing is no longer just about reaching people. Increasingly, brands also need to make their content understandable and discoverable by the algorithms, search engines and AI systems deciding what audiences see.

In this episode of Brave Talk, Andrew Fox, Head of Digital & Paid Marketing at Aviva, joins Abbey Grocott, Head of Content Strategy at Brave Bison, to explore what it means to create content for both humans and machines. They look at how AI is changing online discovery, how marketers should structure content around the questions people are really asking, and what brands can do to improve their visibility across platforms they do not directly control.

From traditional SEO to AI-powered search, the discussion considers how marketers can balance technical optimisation with genuinely useful, human-first content — an approach at the heart of Brave Bison’s Organic Performance and Generative Engine Optimisation work.

Watch the full episode below.

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