1.0BuzzStreamhttps://www.buzzstream.comVince Nerohttps://www.buzzstream.com/blog/author/vincenero/rich600338<blockquote class="wp-embedded-content" data-secret="SEybrM4T3t"><a href="https://www.buzzstream.com/blog/ai-in-digital-pr-podcast/">How to Integrate AI into Your Digital PR Processes with Distinctly’s Matt Foster</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.buzzstream.com/blog/ai-in-digital-pr-podcast/embed/#?secret=SEybrM4T3t" width="600" height="338" title="“How to Integrate AI into Your Digital PR Processes with Distinctly’s Matt Foster” — BuzzStream" data-secret="SEybrM4T3t" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); /* ]]> */ </script> https://www.buzzstream.com/wp-content/uploads/2025/06/Matt-Foster.png1280720If you mention the Simpsons, you’ve got my attention. That’s how it all started. Alex Cassidy of UK digital PR agency Distinctly wrote a post about how they were trying to use ChatGPT to build creative campaigns. Their first “campaign” was Simpsons-themed. Fast-forward about a year and the Distinctly team documented all of their learnings about using AI in an agency in an excellent white paper entitled ‘Integrating AI processes into Digital PR’—How Distinctly took a phased approach to adopting AI,’ which you can download here. In this episode of the BuzzStream podcast, I’m joined by Matt Foster, the Digital PR Manager at Distinctly, to discuss their white paper and how agencies can (and should) integrate AI into their processes. Transcript Here’s the slightly-edited transcript from our talk. Why was it essential to integrate AI into your processes at Distinctly? Matt: We might call it the AI minefields. Yeah, in terms of the processes, we decided it was better to start AI integration into the team fairly early on. There are two parts to that, really one part with the internal capabilities, so making sure that we’re evolving our service and team empowerment so the team knows what they’re doing on these AI platforms. Secondly, we need to make sure that we’re up to date with the impact that AI is having on the search landscape with AI overviews. On the AI overviews front with a search landscape, we know that marketing teams and marketing professionals that I’ve spoken to, not just clients but at conferences and outside of the working day, come to agencies as the source of advice, the source of expertise, and. Knowledge is at the forefront of that innovation, and we need to understand the changes happening in the space so we can advise on the […]