PAN, a global, integrated, data-driven marketing and PR firm for B2B tech and healthcare brands, 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.”
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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.
“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.”
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