As the communications landscape shifts at speed, Zeno Group global CEO Barby K. Siegel says the industry is entering a decisive moment, one where technology, talent and new models of integration will determine which agencies stay relevant. Speaking on Marketing Connected’s Agency Agenda, Siegel shared how Zeno is retooling its global operations while returning to double digit growth in Asia Pacific.
AI sits at the heart of this evolution. Siegel notes that communicators are no longer creating content solely for journalists or audiences. Increasingly, they are writing for machines. “If you are writing a press release, you are writing it for the machine because that is the content the LLMs (language learning models) will pull,” she says. Zeno built GEOfluent to help brands understand how they appear in generative models and is developing tools that let clients “make sure information is accurate and showing up in the right ways.”
Don’t miss: Agency agenda: Ogilvy ASEAN CEO Kunal Jeswani on his 3 big bets for 2026
She sees this as a major turning point for PR, not a threat. Data and AI now allow communicators to pinpoint what messaging drives action.
There is still the human instinct which AI can never replace.
“But the data gives us the science,” Siegel added. This blend of art and science is also powering Zeno’s global AI Hive, a predictive system that flags stories before they trend so brands can enter cultural moments more deliberately.
AI also reshapes how Zeno thinks about integration. Siegel believes the term has become overused, often without real structural change. Zeno rebuilt its team model to put data, analytics, strategy and creative at the core from the start of every brief. Specialists are then added based on need. The result is leaner, more focused teams. “Clients want greater access to the data that is driving the insights that drive ideas,” she said, adding that the old model of episodic collaboration no longer works in an environment where speed and stakes are high.
To future proof the agency, Zeno is investing heavily in skills around AI and emerging tech, but Siegel is quick to note that creativity remains the most valuable human capability. The communicator’s role, she says, is broader than ever, requiring diplomacy, adaptability and a mindset built around impact.
“One of the things I tell the teams about all the time is that this is our moment, to evolve and experiment and try new things. This is our moment, being privately held, family-owned, not distracted by all the mergers and consolidations.” Siegel said.
Communications has such an important role to play in business, society, and in culture. To hopefully bring people together and move always towards something better.
Also tune in to the full conversation on Spotify:
Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.
Related articles:
Zeno Australia drives off with Chery Motors PR account
Agency agenda: Sir Martin Sorrell says ‘Data is not the enemy of creativity’
Agency agenda: Rana Barua charts Havas’ growth across Asia
