Building on agency-wide AI momentum, PAN expands its expertise to guide brands through a new era of discovery.

PAN, a global, integrated, data-driven marketing and PR firm for B2B tech and healthcare brands, today announces its new AI Optimization service line — driven by brands' growing demand for AI visibility — as well as the appointment of Zareen Fidlon as Head of AI Innovation, expanding her current role as Senior Vice President of Integrated Marketing to lead the agency’s AI services, council, and workflow integrations.

As buyer behavior shifts increasingly toward AI summaries and zero-click digital experiences, brands face the critical challenge of not only being found, but of being interpreted correctly by large language models (LLMs) and AI platforms. PAN’s enhanced offerings bring together traditional search, human-driven storytelling, and next-gen AI strategies to ensure B2B brands remain top of mind for their audiences.

"Our new, expanded AI Optimization services help B2B brands understand how they show up across AI platforms and ensure they’re part of the answers people seek,” said Megan Kessler, Chief of Integrated Marketing & Strategy at PAN. “Zareen has continually shaped our approach to AI in integrated marketing, and this expanded role reflects her impact in bringing smarter, faster, and more measurable solutions to our clients."

What’s New & Why It Matters

With major platforms such as ChatGPT, Claude, Gemini, and Perplexity increasingly influencing how B2B decision-makers surface information, brands that lack visibility in AI summaries risk becoming effectively invisible. The expanded AI services address this realignment head-on. PAN’s AI Optimization approach ensures that understanding is reinforced across earned media, owned content, social amplification, and paid distribution — so brands show up accurately and credibly in AI answers that shape early buying decisions.

In practical terms, PAN's services include two major disciplines: (1) Audits & Strategy Development, and (2) Production & Optimization Support. Within those, key offerings include:

Structure & Authority Foundations (Owned & Earned)

• AI-Ready Wikipedia Support
• AI-Optimized Pillar Page Strategy & Copy
• AI-Optimized Web Copywriting
• Content Performance Audit with AI Visibility Insights

Signal & Engagement Activation (Shared & Paid)

• AI-Enhanced Social Media Audit
• YouTube Visibility Optimization
• AI-Augmented Content Creation

AI Visibility & Credibility Benchmarking

• AI Search Visibility Audit & Optimization Plan

Proof of PAN’s AI Impact in Action

The launch builds on a year of rapid growth in PAN’s AI expertise, research, and client innovation. Recent milestones include:

• The elevation of Zareen Fidlon to Head of AI Innovation, expanding her role to lead AI adoption, services, and operational excellence across the firm.
• PAN’s AI Overview Tracker, which analyzes more than 5,000 B2B keywords to show how often they trigger Google’s AI Overviews, giving marketers critical visibility into where and how their brands appear.
• PAN’s 2025 Brand Experience Report, Lost Signals: The State of Brand Visibility in a Zero-Click World, which revealed a 23 percent traffic drop for B2B tech brands correlated with the rise of AI Overviews—underscoring the urgency for a defined AI visibility strategy.
• A proprietary AI tracking tool (currently in beta) designed to monitor brand mentions and sentiment across AI platforms, equipping clients with the data to plan, optimize, and refine their presence in emerging discovery ecosystems.
• PAN’s C-Suite Signals report, which maps how ChatGPT surfaces information for executive audiences and highlights the outsized influence PR-driven content has on AI-generated responses.

In tandem, these milestones reinforce PAN’s position as the agency that leads brands through the new era of AI visibility.

“SEO shaped visibility. AEO will shape credibility, and that shift will define the next decade of brand growth,” said Zareen Fidlon, SVP, Head of AI Innovation & Integrated Marketing. “AI is rapidly becoming the first place audiences learn about you before your website, your content, or your sales team ever come into view. This is no longer a digital tactic. It is now a strategic growth driver. Brands need partners who understand their industry and how to influence these new discovery channels. That is what we do at PAN.”

About PAN

PAN is an award-winning, independent, brand-to-demand agency forged from PR that empowers possibility for leading B2B tech and healthcare companies worldwide. Storytellers at heart with deep industry experience, a strategic, data-driven mindset, and a fully integrated marketing and communications service offering – PAN has been recognized as Outstanding Tech Agency of the Year by PRWeek, a 2x Technology Agency of the Year, and PRovoke Media's Data-Driven Agency of the Year. PAN's approach blends the right mix of brand awareness and demand generation to move ideas across media, audiences to action, campaigns to results, and companies to the next stage of their journey, including brands like Algolia, Certera, Cornerstone, Extreme Networks, Genpact, Solera, and Vertex. For more information, visit our website at pancommunications.com and follow us on LinkedIn.

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